PRILIGY

[Agency: Elite PR Group]

Challenge: According to a survey conducted by the Taiwanese Association of Andrology, one in three men suffers from premature ejaculation (PE), but less than 20 percent have disease awareness and are willing to seek treatment. PE poses a big ego issue for men, and therefore they don’t want to admit or discuss it in public or to doctors. They prefer to visit nearby pharmacies and private clinics to consult, whereas the treatment drug Priligy is only listed in key hospitals. Our challenge: increase disease awareness of PE, maximize publicity of the drug and encourage patients to visit hospitals to seek treatment.

Actions: To encourage men to begin talking about PE and to change the negative attitude toward it, we decided to launch a fun, light-hearted campaign. “PE” in Mandarin is pronounced “zao xie,” and it sounds familiar as “zhao Hsieh,” which has another meaning: “Looking for Mr. Hsieh (Mr. PE).” So we made use of the pun to reduce the sensitivity surrounding the topic. Since our target audience prefers seeking information online regarding sensitive concerns, we released a humorous, interactive video with the punny title “Looking for Mr. Hsieh (Mr. PE)?” featuring a well-known celebrity, to minimize the awkwardness. The online self-check questionnaire PEDT can be printed and forwarded, so that patients can present the form to doctors, thus shortening the embarrassing conversation. We also worked in collaboration with popular graphic bloggers to add fun to disease education and made messages widespread with reposts. In phase two, we focused on the role a sexual partner plays in helping males treat PE by inviting a celebrity couple to produce a “happy couple yoga” video, emphasizing the partnership needed. In addition, we presented medical research through a press conference to show the impact of PE on relationships and women’s sexual health, and highlight the key role of partners in facilitating a man to seek treatment.

Results: The campaign and healthcare education sites achieved an average of 84 percent of stable and unrepeated visitors weekly, becoming major online information sources for PE issues. In addition, more than 10,000 people tested the online questionnaire over three months. Our KOLs saw a 300 percent growth in patient visits in one day after the press conference. Media reports reached 220 pieces within six months, generating US$753,519 PR value on media effects. In the end, the revenue of Priligy grew 45 percent and 25 percent, respectively, in the two financial quarters following the campaign.