Marketing team tackles Gardasil challenge

Amanda Akman and her team of marketing undergraduates are taking on the challenge of revamping an existing multi-million dollar campaign for the Gardasil vaccine.

Concordia is competing against six other Quebec universities in this year’s Relève publicitaire communications contest to create a dynamic marketing campaign addressing a health issue that hits home for many students: HPV (human papilloma virus).

Teams must design an integrated communications plan for this year’s chosen client, Merck Frosst Canada. Specifically, the campaign is to raise awareness about the benefits of Gardasil, a vaccine that prevents diseases caused by HPV infection.

Akman is the student leader for Team BENCH Consulting, Concordia’s team (their name is an acronym of members’ initials). Akman is also the Vice-President Executive for the John Molson Marketing Association.

Akman admits that there are certain challenges inherent to this competition. “Because Gardasil is a product that has been highly publicized and often discussed in the media, our biggest challenge is to overcome any prejudices people might already have of the product,” she says.

This issue comes up in almost any marketing situation, but it is a significant and particular challenge given the product and the industry: pharmaceuticals. This industry is highly regulated, and disseminating appropriate information about health products is essential.

 “It’s all about coming up with a relevant message that can speak to our age group,” says Akman. Which may sound easier than it really is.

There is no doubt that HPV is a growing concern among a younger cohort. Organizers for the Relève competition released results from a recent Quebec-based study suggesting that more than half (56 per cent) of young people in a new sexual relationship were infected by HPV. The challenge, for Akman and her team, is to translate the issue so that it becomes understandable, while stripping away any stigma or misconceptions about HPV or Gardasil.

The Relève competition is sponsored by the Association des professionnels de la communication et du marketing (APCM), a Quebec non-profit organization. Their goal is to give students an opportunity to apply their academic knowledge to real life products and campaigns.

“It’s not so much about how to apply your knowledge, but remembering to do it,” says Akman. “The trick with marketing is that you often think of the message and the promotional ideas that you want to communicate first. But before that, there’s research and analysis and follow-through that you learn in your academic process. It’s important to remember these steps before jumping straight to your idea.”  

Overall, the competition has been a valuable learning experience for the entire team. The fact that they are dealing with a real life case presents added pressure to work co-operatively and efficiently. They are confident that the final campaign pitch in mid-April will reflect their positive group dynamics, creative abilities and extensive practical knowledge. The winning team will be revealed at an APCM gala in Montreal on May 12.


Related links:
•  John Molson School of Business
•  The Association des professionnels de la communication et du marketing competition
•  John Molson Marketing Association