Nexium
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This article is part of the Pharma_Portal project of Spinwatch. |
Background
Nexium (esomeprazole) is a proton pump inhibitor (PPI) for the treatment of acid-related diseases, such as peptic ulcers and gastresophageal reflux disease (GERD) or heartburn. [1] It is manufactured by AstraZeneca.
PR Strategies
Fleishman-Hillard launched a 'community-based patient-education program' to promote Nexium (also known as the 'Little Purple Pill') in 2001. The PR firm partnered with Minor League Baseball; the Coalition for Healthier Cities and Communities (CHCC); and used baseball Hall of Fame pitcher and Nexium user Jim Palmer as their ambassador to travel to baseball parks across America. The aim was to reach undiagnosed 'GERD sufferers' and urge them to seek help from their doctors. The campaign led to around 100,000 doctor visits.[2]
Notes
- ↑ AstraZeneca. Research: Gastrointestinal. Accessed on the 13 May 2009.
- ↑ Fleishman Hillard. Global Reach. Targeted Execution. Healthcare Marketing Communications that Create an Impact. Accessed on 13 May 2009.
