Pan Pharmaceuticals – keeping the distance from a crisis
On
the 28th of April 2003 Pan Pharmaceuticals had its manufacturing license suspended by the Therapeutic Goods Administration (TGA) sparking
Australia 's largest medicines recall.
Following the detection of talkback radio callers who were confused about the possibility of "Pan" being related to Panadol or Panadeine, Palin Communications worked with a concerned senior management team at GlaxoSmithKline Consumer Healthcare (manufacturers of Panadol/Panadeine) to immediately prepare and distribute a media release distancing these brands from the crisis.
Palin Communications and GSK Consumer Healthcare worked together to quickly correct any misreporting by media of the company's position during the first week of May. Pharmacy editors were also contacted and a one page fax explaining GSK's position was sent to all Australian community pharmacists.
Despite early confusion on talkback radio, the similarities between the sound of Pan/Panadol/Panadeine, the fact that paracetamol products were implicated and the absence of any tactical advertising from GSK, the market researchers concluded that in the minds of GSK's consumers there was clearly "no connection between GSK brands and Pan Pharmaceuticals products " in the aftermath of the recall. A very pleasing confirmation of the power of prompt and strategic media relations as a tool in issues management.
