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In order to announce the FDA approval
of Pfizer’s Lyrica to the media in a timely manner,
they choose the Vipre as their vehicle. Within hours of approval,
the Marsteller interactive team was able to assemble the piece
complete with a downloadable press kit.
We sent the Vipre to 528 individuals;
which generated 50 forwards and 140 total opens. This translated
into a 30.7 percent unique visitor open rate, right on par
with industry averages. The click through rates were very
impressive generating a 11.4 percent click-through to the
press materials, well above the industry average of 9.16 percent.
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