Reaching and influencing consumers in the prescription medicine market

Purpose – Celebrex became the first of a new class of drugs known as COX‐2 selective non‐steroidal anti‐inflammatory drugs. It improves treatment for arthritis sufferers without compromising the protective lining of the stomach. The purpose of this paper is to illustrate how direct‐to‐consumer advertising (DTCA) of prescription medicines can be used to rebuild faith in the cyclooxygenase‐2 (COX‐2) product category.Design/methodology/approach – The case is developed using published sources and no input is required from company representatives. The presentation style follows the classic comprehensive case format used in postgraduate teaching programmes.Findings – Business executives and strategic marketing students would benefit from a discussion on how external environmental factors can suddenly impose a review of marketing strategy. The reader learns how management addresses the business dilemma using DTCA.Research limitations/implications – A blockbuster rival drug Vioxx is withdrawn due to cardiovascula...