Tailoring pharmaceutical public relations strategies to different markets: A case study of the launching strategies of Gardasil in the U.S. and Chin

This thesis will conduct a comparative study of Merck & Co.'s launches of Gardasil in the U.S. and China. Gardasil is a vaccine for use in the prevention of certain sexually-transmitted types of human papillomavirus (HPV). It was introduced to the U.S. market in 2006 and is planned to enter Chinese market in 2014. By studying the multinational pharmaceutical company's different public relations strategies and tactics during the launches in these two countries, the author will shed light on the importance of tailoring PR strategies to different markets.;Audiences in different international markets can vary greatly depending on multiple factors, especially cultural background. China, as a typical emerging market, requires the company to make extra efforts to raise public awareness and deal with government relations due to that country's cultural and lifestyle differences and inadequate regulations. Merck & Co.'s handling of its Gardasil launches in the U.S. and China will be a good reference for other multinational companies.