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The stakes were high for P&G
and its fast-growing healthcare division.
Prilosec for heartburn was poised to become the company's
largest new revenue source in North America in 2003, if the
FDA approved switching Prilosec from a prescription to
an over-the-counter drug.
3D Communications worked with P&G scientists,
doctors and executives to:
- set strategy for the FDA hearing;
- determine the presentation outline;
- write key messages and edit presentations;
- determine likely FDA panel questions
and develop persuasive answers;
- coach and role play to prepare FDA
presenters;
- develop specific messages for the
business, consumer and medical press;
- media train scientists, doctors
and company executives.
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