Riling Up Christian Right Means Blockbuster for Merck

Let’s role play. You’re a pharmaceutical company who (allegedly) covered up the dangers of your last billion-dollar drug, for which you’re mired in costly and reputation-damaging litigation. You’re eager to launch a new, ground-breaking drug you can legitimately claim prevents cancer, and you want to avoid a barrage of articles comparing your new rising star to its fallen predecessor. You also need to break through consumer hesitation to early adopt, given your less-than-glowing track record. The new drug vaccinates against an STD. What do you do?

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