Plan B: Marketing and Cents
A couple of quick notes about the continuing Plan B story this morning.
First, John Mack over at Pharma Marketing Blog takes a look at how Barr might leverage the Internet to market Plan B to consumers. He mentions that the company may engage in “behavioral targeting” to advertise the product to potential users. I’ve discussed behavioral marketing here, which has many pitfalls. Still, Mack’s idea is interesting and deserves some thought.
Second, the New York Times reports that Barr does not expect Plan B to be a blockbuster. It will earn about $60 million at best. Barr says that producing the product will solidify its reputation in women’s health. An analyst scoffed at this notion, saying that most women won’t know where they are getting the product from.
Could producing Plan B do good things for Barr’s reputation? It’s hard to say. Women will be aware of the controversy surrounding it, but will they know that Barr developed the medication? Will they care? Only time will tell.
