Situation
A company marketing an early-adopted yet under-prescribed drug needed to address rumors that could negatively impact already low sales.

Solutions

• Franchetti Communications provided corporate media training for two product managers

• Corporate message strategy was incorporated heavily during the session in order to highlight core product messages and address the rumors

• Extensive on-camera media interview simulations were conducted to prepare the managers for the full range of possible questions from analysts and the medical community

Results

• The product managers were challenged to think and act differently in preparation for counteracting the industry rumors

• Successful messaging resulted in the immediate adoption of a new messaging platform for positioning the product, which four ad agencies previously failed to deliver

• The company was fully prepared for a critical industry event and communicated on par with its global competitors

• Physicians incrementally increased their prescribing of the product