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Biotech / Medical : VVUS: VIVUS INC. (NASDAQ)

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To: Anaxagoras who wrote (2384)	11/11/1997 10:52:00 AM
From: Mark A. Stang	Read Replies (3) of 23519

The Tree That Makes No Sound Has No One Around and Gets Felled. Friends, I am not suggesting that VVUS launch an expensive ad campaign when demand for current output is high. There is a distinction between PR and advertising, although advertising can be part of a PR campaign. I am talking about a laser-focused PR approach that challenges (i) every misstatement about Muse (including misleading unrepresentative anecdotes a la Newsweek's proclamation that Muse doesn't work for Bob Bowman), (ii) every omission of Muse from any article/report that purports to give an overview of ED therapies, (iii) Padma "Pad My Wallet" Nathan's credibility and integrity in apparently allowing a personal vendetta to skew his medical judgment, (iv) any misstatement or overstatement about Viagra or other potential competitiors, preferably using the competitor's own documented information to refute hype. All it takes is a letter to the "journalist" copied to his editor and others up the chain of command. An ounce of prevention is worth a pound of cure. Does anyone doubt that this principle applies to the reputation and public image of VVUS?

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