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Introduction of US Pharmacia's New Drug US Pharmacia is a pharmaceutical company which has operated on the Polish market since 1991. In 2005, US Pharmacia decided to introduce a new product to the Polish market. Manti®Gastop is a strong and effective anti-flatulence preparation. It prevents and relieves the effects of various ailments caused by accumulation of gases in the intestines. Image HOUSE prepared a number of PR actives aimed at interesting the media in the issue of flatulence. As the first step, the company commissioned research and its presentation in the form of a report on complaints connected with flatulence. Subsequently, it searched for promoters of the program, experts and celebrities. A non-standard press conference in the form of a discussion panel was organized on the day when the product was being introduced to the market. The participants included Katarzyna Pop³awska, the brand's celebrity, fitness instructor and a dietician, Majka Jaworska, an expert/psychologist, and Krzysztof Wojciechowski, an expert/gastroenterologist. The discussion panel was moderated by Marta Kuligowska, the known TVN24 journalist and editor/presenter of the Zdrowie [health] TV programme. The goal of the conference was to present USP's new product, i.e. Manti Gastop, the report on flatulence as well as the experts' discussion on problems caused by ailments connected with flatulence. It focused on breaking the taboo in communicating the problem on the sociological and psychological plane. First and foremost, the press conference resulted in breaking the embarrassment barrier connected with the issue of flatulence and thus, generating a positive coverage in women's, health and fitness-related press. Information provided regularly on the occasion of Christmas, changing seasons, or consuming appropriate foods broke the taboo and the issue of flatulence has since then been addressed by all media. |
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