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Tylenol Sinus Severe Congestion

McNeil Consumer & Specialty Pharmaceuticals was preparing a new product launch for Tylenol Sinus Severe Congestion to address the symptoms of sinus congestion under its flagship brand for pain medication, Tylenol. Given the high incidence of self-diagnosis and self-treatment of sinus congestion and confusion between congestion and sinus congestion, Ruder Finn designed and implemented a product launch program that cut through the clutter of the sinus treatment marketplace and appealed directly to consumers with an education campaign based about how to identify and treat the debilitating and unpleasant symptoms of sinus congestion.

 

 

OBJECTIVES

• Give journalists a reason to discuss sinusitis in a new way.
• Create awareness and visibility for launch of Tylenol Sinus Severe Congestion as unique solution to acute and chronic sinusitis.
• Generate buzz to increase sales in key markets.
• Establish product as OTC first line of defense.
• Relate to sinusitis sufferers via breakthrough media outreach.

PROGRAM

• Ruder Finn identified, recruited and trained etiquette expert Sue Fox, author of the book Etiquette for Dummies, to discuss the proper etiquette for a runny or stuffy nose. Ruder Finn also established a partnership with the American Academy of Otolaryngology – Head and Neck Surgery to enlist physician spokespeople to discuss the treatment options available to sinus symptom sufferers. Dr. Setzen and Sue Fox were the key speakers at a launch press event in New York City that brought together reporters and editors from leading consumer and news magazines to learn about new treatment options for sinus congestion sufferers. A video news release and satellite media tour were conducted about "nose etiquette."
• Ruder Finn designed and built www.NasalAlert.com to help consumers assess sinusitis risks according to allergens, air quality and the incidence of cold and flu. This unique site allowed users to track risk by Zip code, and offered extensive tips and information about identifying and living with sinusitis, as well as treatment options.
• Ruder Finn developed a radio media tour and an audio news release targeting specific, high-risk, high-opportunity markets. Dr. Michael Setzen of the AAO-HNS served as the physician spokesman for the campaign, and he participated in desk-side briefings held for editors during the cold and flu season.

RESULTS

• The launch event for Tylenol Sinus Severe Congestion brought together more than 20 editors and reporters from magazines including Fit, Fitness, InStyle, Newsweek and Self.
• The broadcast launch efforts were highly successful. A satellite media tour yielded 15 interviews for author Sue Fox and Dr. Setzen with key Tylenol messages consistently delivered; a video news release titled "It's not a cold, it's sinusitis" yielded more than 30 placements in key markets, including Atlanta, Austin, Cleveland, Denver, Memphis, New York, Portland and Tucson, and a radio media tour about nose etiquette delivered more than 10 million consumer impressions.
• Within the first 4 months of its launch, the Web site www.NasalAlert.com had logged more than 200,000 unique visitors who were seeking information about sinusitis and effective treatment options.