Guerrilla marketing has been known to close down a whole city (Boston) and thereby draw tremendous media attention to the brand being promoted. But is this a tactic that is appropriate for pharmaceutcal products?
Apparently, the drug industry (Ie, McNeil) is experimenting with a gentler, less aggressive form of guerilla marketing and once again Boston is a primary target!
The ads have drawn a lot of attention in the Pharma Blogosphere, but questions remain, including:
- Is it legal?
- Is it effective?
- What's the role of PR and blogger buzz?
- Can it work without also doing more traditional print and TV advertising?
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