Develop the Full Range of Strategies for
Introduction of a New Drug

• With approval pending for Pfizer Animal Health’s new drug Cerenia^®, the first antiemetic developed specifically for dogs, Gloyd Group was hired to consult on, develop, and implement strategies for pre-launch, launch, and post-launch communication of scientific information to veterinarians.
• Challenges included identifying and targeting the experts in relevant fields, determining the audiences—​both internal at Pfizer and external—​and the information needed by each, and selecting and producing the most effective communication vehicles to meet those needs.

Gloyd Group's extensive network throughout the veterinary industry, and prior experience serving as the scientific communications agency for Pfizer’s canine obesity drug, Slentrol^®,provided a sure foundation, enabling the project to move forward with ease.

Prior to launch:

• Dr. Kathy Gloyd identified key opinion leaders (KOLs) in the relevant specialties, helped develop a speakers bureau, and conducted KOL meetings, with logistics—from site selection, invitations, registration, travel, meals, and on-site support—handled by Gloyd Group’s meeting planners.
• Gloyd Group’s technical writers developed a technical manual for internal Pfizer use, as well as a “first to know” kit, including a slide presentation and product monograph for distribution to veterinarians.
• All of the support materials were developed for global use. Gloyd Group prepared a Publisher’s Resource with guidelines for regional editing, translation, and printing worldwide.
• Gloyd Group provided assistance and information to the advertising agency handling communications aimed at pet owners.

At launch of the new product:

• Gloyd Group placed speakers on major scientific conference programs (NAVC, WVC, ACVIM, AVMA, AAHA). Gloyd Group’s long-standing relationships with each of these groups ensured prominent positions in the most popular time slots and locations. 
• Gloyd Group developed the Pfizer Gastrointestinal Diseases Symposium (celebrating its fourth year in 2010) at NAVC and WVC, which continues to be standing room only at both conferences.
• In 2009, Gloyd Group videotaped the program and placed it on the Web, where it is one of the most downloaded and viewed programs from the NAVC. 
• Gloyd Group produced proceedings that were novel in design—released in print, on CD, and made available online for download—from all of these symposia.

Cerenia was a highly successful product launch.

• Cerenia addressed an unmet need in veterinary practice and, with Gloyd Group's help, received early and enthusiastic support from key opinion leaders in veterinary gastroenterology, internal medicine, and oncology.
• The Gastrointestinal Diseases Symposia and proceedings successfully provided the scientific information and expert opinions veterinarians in clinical practice needed to embrace this new drug, resulting in improved quality of care for dogs.
• The success for the client with Gloyd Group's introduction of Cerenia and Slentrol led to confidence and trust that Gloyd Group could ably provide scientific communications in support of the launch of other new drugs.