Gardasil - Merck Sharp & Dohme

Advertising

• Ad Campaign - The Versed ad campaign is widely considered to have successfully raised public awareness of HPV. It s famous for it's cold, hard truths approach. Financially, the ad campaign appears to have raised both awareness an revenue.
• Merck Sharp & Dohme advertise through representatives directly to doctors

What intellectual property protections did the company use to protect their invention?

Merck Sharp & Dohme have 223 patents protecting the Gardasil IP. These are mostly broken down into two categories. 1) The drug itself, including patents on its molecular makeup and binders. 2) Patents on the inject system itself. The name "Gardasil" is also trademarked.