Propecia Case

Choosing an Ad Campaign

With MPHL affecting 30 to 40 million men in America, there is definitely a large population who would be interested in buying Propecia to solve their hair loss issues. However, since Propecia is a brand new product, there is definitely a large amount of brand recognition and product education to be gained by the consumer. In addition, with similar products like Rogaine already on the market, Merck needs to show how Propecia is different and more effective than its competitors.

Therefore, the best type of ads to run after the launch of Propecia would be product claim ads because they would generate the greatest brand awareness and educate the consumers about the remarkable effects of the product. In addition, hair loss is a consumer-activated problem, so is up to the consumers to initiate the talk of a hair loss medication with their doctor. A product claim advertisement would give consumers the basic information necessary to start that conversation – addressing the problem of hair loss, providing a pill solution, and stating the name of Propecia.

After the Propecia product claim ads have run for their campaign duration, Merck should start running reminder ads to raise even greater brand awareness. By this point, consumers would already know that Propecia is a pill for hair loss due to the previous product claim ad campaign, so the reminder ads would help consumers think of Propecia and encourage them to gather more information about the product with their doctor.

A help-seeking ad campaign would not be effective for promoting Propecia unless it is the brand that physicians would most likely recommend when consumers go to them for hair loss advice and that depends on the effectiveness of the sales representatives. Relying on the sales representatives to relay the revolutionary effects of Propecia to all the relevant physicians runs too high of a risk when there is already a very dominant brand in the hair loss solution market (Rogaine). A help-seeking ad campaign would only educate the consumers about the problem of hair loss and not the solution of Propecia. After watching such an ad, Rogaine or a similar generic brand would be at the top of the consumer’s mind and not Propecia. Until Propecia has a larger footprint and market share among other hair loss solution brands, help-seeking ads should not be run.

Ad Campaign Goals

The goals of the advertising campaign are to educate the consumers about hair loss and generate brand awareness for Propecia so that they ask their doctor or dermatologist about it since 75%-85% of patients who asked their doctor for an advertised drug received a prescription for it. The product claim ad campaign is a channel to reach directly to the consumer. It is up to Merck to communicate to men in America that hair loss is a real problem that will continue to worsen unless they take active measures now to effectively stop the loss and reverse the process. Merck should also address the groups of men that aren’t aware of their hair loss, try to conceal it using hats/hair/wigs, or don’t think it’s a present issue to be concerned about. In addition, hair loss needs to be shown as a serious problem. All of this information contributes to first informing the audience about the significance of hair loss.

Next, Merk must discuss how hair loss is just as pressing as other health conditions. According to Exhibit 1, all of Merck’s highest product sales come from medications that aid health conditions such as cholesterol, heart failure, anti-ulcerants, etc. Although hair loss is an issue dealing with outward appearance, it must be communicated that the issue can diminish a man’s self-confidence and thereby tarnish their quality of life which Merck upholds as one of their company values (Exhibit 2).

Most importantly, the product claim advertising campaign needs to show how Propecia can stop hair loss and even produce hair growth. The ultimate goal of the ad is to make men go to their doctors and inquire about Propecia, so it is important they can perceive how effective Propecia is from the advertisements. The current storyboard for the product ad campaign (Exhibit 9) simply shows the Propecia pill rotating with audio describing the product and side effects. Visually, it is a boring ad that doesn’t really show what the product has potential to do. Using statistics like 83% of clinical trial participants maintained their current hair count and 66% of men experienced hair regrowth within the first year are convincing numbers that are worth mentioning in the advertisement. Furthermore, it would also be good to present compelling visuals like the before and after shots of using Propecia as shown in Exhibits 5 and 6 in the product claim ad. Consumers will want to know if Propecia really works by seeing proof-of-concept before buying into the idea, so Merck should show as much evidence as possible.

The Message to Potential Customers

The mission statement of Merck (Exhibit 2) states the company wants to provide “innovations and solutions that improve the quality of life and satisfy customer needs”. Therefore, the advertisement should demonstrate how Propecia aligns with Merck’s mission and values as an innovative solution to hair loss that improves man’s quality of life and satisfies their internal need to be confident in their appearance. The advertising headline and main message being considered by Casola is “One day science will create a pill for hair loss. That day is today.” Although this headline could cause consumer excitement, it doesn’t exactly communicate how the product will improve a man’s quality of life or state which need will be satisfied through its usage. Casola should reconsider a headline that communicates a message that aligns with Merck’s mission statement. Something along the lines of “Swallow away your insecurities with a pill that stops your hair loss. Now your hair can shine as much your smile.” This statement could also generate excitement and create positive buzz around Propecia.