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Robitussin, a Brooklyn kid and the birth of "Ask Your Doctor" [Medical Marketing and Media](Medical Marketing and Media Via Acquire Media NewsEdge) Much has been written about the history and impact of "Ask Your Doctor" advertising as part of a marketing plan for pharmaceutical products. Yet the first campaign that advised consumers to ask their doctors has somehow slipped under the radar of historians and academics alike. The story includes fears, jealousies, egos and struggles for power among executives to take A.H. Robins-a successful but "quiet" marketer based in Richmond, VA-to center stage. It begins in 1975. The company was going about its business and the Robitussin brand was doing just fine when an innovative outside marketer arrived on the scene. In the process, he changed the world of communications. That marketer was Dave Popofsky, a Brooklyn-bred, streetwise principal of a small advertising agency specializing in pharmaceutical and OTC products. Popofsky convinced A.H. Robins to blaze a new trail and market its leading prescription and OTC line of Robitussin products directly to consumers. At the time, Robitussin, a very successful cough medicine brand, was only promoted to physicians and pharmacists. Why? Because E. Claiborne Robins, the chairman, CEO and driving force of the company that bore his name, was adamant that both products be marketed exclusively to physicians and pharmacists. Every bit the country gentleman, Robins served as marketing guru as well, to the extent that many of us who worked there jokingly described our overriding approach as "Claiborne sez!" Further complicating the situation, A.H. Robins execs weren't the only ones unnerved by potential change. Television executives were frightened that major advertisers would take issue with the ad's contention that viewers shouldn't believe TV ads, that they only needed to ask their doctors. Another obstacle was the so-called "white-coat rule," still in e ect at the time. This meant that actors couldn't portray doctors and doctors couldn't endorse products. Still, there were those who pushed for a di erent-perhaps more progressive-strategy. Our supervisor, assistant VP of marketing Dale Taylor, gave director of advertising Frank Mann and me (I held the role of advertising manager) the green light to introduce the concept of consumer advertising at an annual marketing strategy meeting attended by Robins. Taylor did so with great apprehension, knowing Robins' physician-and-pharmacist-only preference. While Robins showed some interest, it was laced with a heavy dose of skepticism. As I remember it, his response was, "Maybe we should look into this, but we better get some real experts to help us." Hence a handful of firms were brought in to make their cases as potential marketing partners. Ultimately, the competition came down to two agencies: Sullivan, Stau er, Colwell and Bayles (SSC&B) and Popofsky Advertising (Grey Advertising bowed out of the derby when one of its OTC clients objected to its participation). The two finalists were given a stipend and made separate visits to Richmond, during which we answered any and all of their questions. About a month later, nine of us went to New York to hear the presentations. It was David vs. Goliath. SSC&B trotted out an impressive squad of Brooks Brothers-clad, pipe-smoking Don Drapers, while the Popofsky team consisted of the firm's diminutive namesake and a single right-hand man. SSC&B presented its case first, at the agency's beautiful modern o ces near the United Nations. Well-appointed secretaries led us into a conference room that was more like a private theater. They served us co ee in china cups and neatly cut Danish pastry. As for the presentation itself, the market and media analysis were impressive. They showed us a storyboard featuring proposed pitchman Robert Young, otherwise known as television's avuncular "Marcus Welby, M.D." We thought his potential inclusion was a brilliant stroke, a clever way for the brand to straddle the consumer and physician worlds. Later that day, we made our way to Popofsky's o ces, located in a less impressive building on Fifth Avenue. For lunch, Popofsky brought out a tray of deli sandwiches, along with pickles and soda. For dessert, there were huge lumps of Danish pastry. There we were, sitting and eating all of this on our lap. The contrast with SSC&B wasn't lost on anyone. While Mann and I were concerned that Popofsky couldn't compete with the professional, intelligent and slick presentation by SSC&B, we tried to be impartial. And ultimately, Popofsky-armed with his ever-present bronchial inhaler-won everyone over. In his presentation, he took us through a graveyard of OTC failures. He discussed an idea for Robins to sell directly to chains and partially bypass wholesalers. He showed us a test commercial that he produced with funds beyond the stipend he received from us, which included the now-immortal phrasing "Ask Your Doctor." And he punctuated it all with a Brooklynese pronouncement: "You should always dance with and take home the girl you brung to the dance." That was his way of suggesting that Robitussin not pivot too far away from the doctors who'd long been the brand's focus. He knew our company inside and out, well beyond the information we gave him in Richmond. He won the business and served us well. The story has a sad postscript. A.H. Robins may have been a legend in its time in Richmond, but it is now virtually forgotten. The company's downfall was the flawed intrauterine contraceptive Dalkon Shield, which caused severe pelvic infections (and, tragically, worse) in its users. This unfortunate turn of events understandably overshadowed the "Ask Your Doctor" success for Robitussin. Eventually A.H. Robins was acquired by Warner-Lambert (which, in turn, was acquired by Pfizer in 2000). By Sidney Kessler, former advertising manager, A. H. Robins Company. To see before-and-after Robitussin ads that ran in medical and drug trade journals and view a newly digitized version of the original DTC Robitussin commercial, please visit mmm-online.com. (c) 2014 Haymarket Media, Inc. |