Out of sight, out of mind?: Addressing unconscious brand awareness in healthcare communication

Document Type

Article

Publication Date

1-1-2018

Abstract

On June 8, 2006, the FDA approved the world’s first preventative vaccination for the human papilloma virus (HPV). Eager to initiate public discussion and perhaps activate consumer demand, Merck Pharmaceuticals quickly launched a national print, television, and online advertising campaign for the Gardasil(R) vaccination (Petersen, 2006). Prior to receiving FDA approval, however, Merck joined forces with nonprofits Cancer Research & Prevention Foundation and Step Up Women’s Network to raise awareness for HPV through an unprecedented, three-tiered social marketing campaign.

Publication Source (Journal or Book title)

Risk and Health Communication in an Evolving Media Environment

First Page

55

Last Page

77

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