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MCNEIL CONSUMER PRODUCTS "TYLENOL CRISIS" LETTERS
Direct mail letters can be used for many purposes. But no situation calls for more immediate
action than a consumer product recall.
In September 1982, when news reports around the world reported the deaths in the Chicago area
resulting from contaminated Tylenol capsules, everyone assumed this disaster spelled doom for
one of the most popular over-the-counter medications. But McNeil, the maker of Tylenol, didn't
panic — they developed a classic direct mail program. Recognizing the vital role of doctors in
rebuilding confidence in Tylenol, they immediately contacted physicans, using a special StatGram
format developed by Clark-O'Neil, the medical mailing service, to communicate newsworthy
information to health care audiences. The telegram-type message read:
DEAR DR. SMITH:
MCNEIL CONSUMER PRODUCTS COMPANY HAS CONFIRMED
THAT SEVERAL BOTTLES OF ITS PRODUCT, EXTRA-STRENGTH
TYLENOL CAPSULES, HAVE BEEN TAMPERED WITH AND CYANIDE
POISON ADDED TO SOME OF THE CAPSULES. THESE INCIDENTS
HAVE ALL OCCURRED IN THE CHICAGO AREA AND WE ARE TAK-
ING STEPS TO REMOVE FROM SALE IN THE CHICAGO AREA ALL
EXTRA-STRENGTH TYLENOL CAPSULES.
THE BOTTLES IN QUESTION, WHICH CONTAIN 50 CAPSULES,
WERE FROM TWO LOTS OF PRODUCT WHOSE NUMBERS ARE
MC2880 AND 1910MD. PRODUCTS MARKED IN THIS WAY
SHOULD NOT BE BOUGHT OR CONSUMED, AND CONSUMERS
HAVING SUCH PRODUCT SHOULD RETURN IT TO THE PLACE OF
PURCHASE OR TO MCNEIL CONSUMER PRODUCTS COMPANY.
ALTHOUGH WE BELIEVE THE PROBLEM IS CONFINED TO THE
CHICAGO AREA, WE ARE TAKING THE PRECAUTION OF WITH-
DRAWING THESE TWO LOTS EVERYWHERE THEY ARE IN DISTRI-
BUTION. WE CURRENTLY HAVE NO EVIDENCE THAT ANY OTHER
EXTRA-STRENGTH TYLENOL CAPSULE OR OTHER TYLENOL PROD-
UCT WAS SIMILARLY CONTAMINATED.
This message was followed up with a series of messages, some of which are shown here. The factor
that distinguishes these letters is the total lack of panic. Just clear, straightforward, confidencebuilding
copy that kept doctors fully informed.
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