PHARMACEUTICAL INDUSTRY

Berlin  -  It's not easy to become the world's largest pharmaceutical manufacturer. Entrepreneurial spirit, precise marketing strategies and a great deal of intuition are needed. In its advertisements for Cerenia, a new remedy to treat travel sickness in dogs, the US giant Pfizer shows how it works.

The manufacturer knows the needs and problems of its customers: Christmas is just around the corner and the family will be coming to visit. "For most people, the holidays are a time of joy and celebration. But some people feel guilty or sad about leaving their dog behind because they consider their dog part of the family", Pfizer explains.

According to the manufacturer, dogs are especially valuable family members this year, which has been marked by the economic crisis: "The unconditional love from your family dog can go a long way toward helping your entire family manage that extra stress", the head of the veterinary division explained.

So the dog must come too. But what can be done if Fido is unwell on the way to visit family? Pfizer claims that one in six dogs, 7.2 million in the USA alone, cannot tolerate an outing on the highway. Luckily the company has set up the Twitter channel "DogOnBoard" so that the affected owners can exchange ideas.

If the seven tips for travelling with dogs do not help, there is now Cerenia: One tablet per day, prescribed by the vet for dogs from the 16th week. It helps against travel sickness and in preventing and acutely treating vomiting.

"Pfizer Animal Health wants more families to find the peace and joy of a relationship with their dog, especially during this holiday season", said the concern. However: Possible side effects of Cerenia are excessive drooling, lethargy and – watch out! – vomiting not due to motion sickness. There is always a down-side.

Alexander Müller, Fri, November 27, 2009 10:40am CET