Merck's Lybrand Defends Gardasil Marketing

In the magazine this week you can read my interview with Beverly Lybrand, head of Gardasil at Merck. Regular readers of BrandweekNRX will know that this HPV vaccine has been something of a hobby-horse on this blog. Two pieces of news emerged in the interview, in my opinion:

The first is that Lybrand and Merck were really determined to stay on-message and not address any of the controversies or issues surrounding their brand. This is a mistake. When it comes to public health, the public generally wants more information, not less, so a refusal to address the issues can come across as being akin to “hiding” something. And given the rough ride in the press that Gardasil has already gotten, coupled with the American public’s existing suspicion of vaccines in general, Merck might do well to stray from the PowerPoint slides in favor of some plain speaking.

The second news nugget was that Lybrand’s daughter is taking the vaccine. She’s putting her money where her mouth is, clearly. Can’t fault her for that.

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