- 1. ASTRAZENECAAA MCM ROUNDTABLE PRESENTATION PR PLAN Prepared
by: UniWorld Group, Inc. July 2006
2. Background
- AstraZenecas (AZ) Seroquel MCM team will conduct approximately
120 cultural competency roundtables nationally in 2006-2007 that
focus on African American, Hispanic and Asian populations.
- UWGs PR department has been charged with building awareness of
roundtable program within the healthcare and AA communities.
3. Communications Goals
- Public Relations Objectives:
- Build awareness of AstraZenecas roundtable program within the
medical community by promoting local events
- Enhance AZs credibility and leadership position as a leader in
multicultural healthcare
- Increase health care awareness and literacy within the AA
community
4. African American Target Audiences
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- African American (AA) physicians and healthcare
professionals
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- Community based organizations (CBO)
5. Communications Goals
- Leverage roundtable program to foster ally and network building
opportunities
- Promote national roundtable activities on a local level
- Cultivate relationships with local KOLs, community based
organizations, and healthcare entitities
- Disseminate information to promote AZs AA MCM initiatives
6. Positioning
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- AstraZeneca, is developing innovative, health management
solutions that lead to improved health outcomes in the AA
community
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- To be recognized as the best-in-class solutions provider within
the areas of health literacy, cultural competency and new immigrant
health
7. Public Relations Campaign Overview
- The MCM Grassroots Outreach program is designed to support the
MCM Roundtable program and its initiatives
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- The multi-level PR campaign includes community and media
relations efforts designed to effectively reach the healthcare and
AA communities through the following strategies:
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- Healthcare Literacy Campaign
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- Event Sponsorship Participation
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- AZ Recognition Awards program
8. Explanation
- Due to budget limitation in 2006, the MCM PR program will look
to execute numerous planning, development and foundation building
activities in 2006, with expectations for a full program roll-out
in 2007.
9. Ally Development Campaign
- Develop networks to build allies within the medical community
and execute a direct to healthcare professional outreach
campaignthat communicates AZs cultural competence roundtable
initiatives (2006-07)
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- Community Relations Tactics
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- Leverage roundtable activity to gain valuable information about
influential community based organizations and medical
associations
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- Arrange meetings with AZ representative and healthcare
organizations
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- Identify AA medical convention speaking opportunities for AZ
representatives
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- Partner with medical trades and associations through
sponsorships and program participation
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- Disseminate MCM outreach materials via AZs sales team, program
journals, or gift bag inclusion
10. Healthcare Literacy Program
- Create series of public service materials in collaboration with
high profile AA organization/association, that addresses
disparities in the AA community and what healthcare professionals
and patients can do to improve their healthcare literacy. For
distribution via events, in office, online, IVR(2006 07)
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- Community Relations Tactics
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- Develop and secure PRA approval for all collateral
materials
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- Identify partner for non-profit collaboration
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- Produce co-sponsored PSAs featuring MCM key messaging
(unbranded) for radio stations
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- Informational brochure distribution
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- PSA copy placement (community bulletin boards, online added
value)
11. Local Speakers Bureau
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- Create a regional speakers bureau in key AA markets to
participate in AA grassroots outreach programs.These AZ sponsored
events in local markets could include one or more of the following
activities
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- Public Service Announcements
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- On site exhibit participation
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- 2006 Speaker selection & PRA/eStar certification
process
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- Identification of speaker schedule for 2007
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- Placements and event participation 2007
12. Local Speakers Bureau cont.
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- Recruit roundtable participants, community doctors, healthcare
professionals and other KOLs, to become certified AZ approved
spokespeople whose mission will be to provide PRA approved
educational messaging about key healthcare issues affecting AAs in
office, during media interviews, etc. (2007)
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- Understanding and dispelling myths, stereotypes that lead to
health disparities
13. Event Sponsorship
- Opportunities exist to participate as a sponsor or added value
participant in high visibility events held within the AA
community.
- Event participation often offers sponsors such benefits
as:
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- Onsite presence including exhibit booths,
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- Advertising space and program journal inclusion,
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- Online and on-air mentions,
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- Credibility building interactions with target, and more
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- (See Appendix for chart of recommended activities and related
costs for sponsorship.Activation costs are not included)
14. Industry Award Programs
- Submit entries for the MCM program to be considered in
healthcare award programs. This will help to position AZ as a
leader in providing health care solutions.Submission categories to
include:
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- Communications/Public Relations Programs
- *2006: Identify list of award opportunities.
15. Media Relations
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- Develop press kits with key MCM messaging and facts
including:
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- Speakers bureau contact information and bios
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- Collaborate with event sponsees for added value PR
opportunities
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- Pre/Post media coverage via joint press releases, photo ops,
media alerts
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- Develop copy for physicians by-lines in local newspaper
editorial pages
16. Media Relations
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- Pitch newsworthy story ideas to medical and consumer
publications
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- Organize and promote the AA healthcare speakers bureau
comprised of AZ representatives, PRA certified physicians and
spokespeople, to participate in media interviews and AZ sponsored
activities
17. Planning Parameters
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- Program to roll out nationally in major AA markets with local
market media focus based on:
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- Major AA grassroots event participation
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- National added value opportunities based on media buys
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- Local high profile KOL participation
18. Media Targets
- Pitch print outlets to cover health disparities, roundtable and
interview with MCM spokesperson.
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- National weekly/daily newspapers & magazines
19. Media Targets
- Pitch online outlets for Roundtable coverage and online
discussions via live chats with MCM spokesperson.
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- AA sites (Family/Womens/Mens)
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- Community bulletin boards
20. Media Targets
- Pitch localRadio/TV/Cablestations to schedule interviews with
MCM spokesperson in each region that roundtables or sponsored
events will be held.
21. PR Elements
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- Speakers bureau contact information
22. 2006 PR Plan Budget 23. Media Outreach
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- Develop target media list and press release for all pre/post
event publicity
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- Coordinate coverage in community listings in local outlets
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- Coordinate pre-event interviews with KOLs, speakers bureau
participants
24. Next Steps
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- Client review of proposed plan & media lists
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- Secure final client approval of plan & budget
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- Submit press kit contents for internal review
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- Submit press materials for PRA approval
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- Review final ANR/SNR/PSA media lists and submit to
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- Determine time and dates of media interviews
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- Provide monthly recaps of media activity
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- Submit final recap of overall Roundtable program