JPA Health Communications

Reaching health influencers, producing measurable results

Exclusive focus on health communications

Experts in identifying insights and applying influencer relations to engage key audiences

•Headquartered in Washington, D.C.

•Offices in London and Boston

•30+ full-time staff

•Diverse therapeutic experience and robust service profile

T. +1 202 591 4040 E. carrie@jpa.com www.jpa.com

About Influencer Relations

Our influencer relations approach and team of experts enables JPA’s clients to reach the stakeholders who drive change

With capabilities across the communications spectrum, JPA assesses each client’s communications needs and recommends the channels that most effectively achieve your objectives

In an increasingly complex media and health landscape, JPA harnesses advanced technology to understand how health conversations are evolving in real time

Approach

Multi-media press kits

Broadcast outreach

Celebrity campaign

Local media tour

Medical meetings

WOM / Blogger outreach

Online video Social listening

Twitter, social networks

Press events

Roundtables,summits

Conferences

Sponsored programs

Message Spread Through Collaboration

Stakeholder listening

Client Portfolio Highlights

IndustryProviders &

Professional SocietiesAdvocates

Coalitions & Government

Case Studies

Rapid Media Response: New Drug Approval

• Task

– Leverage the announcement of the FDA approval of the first new treatment for advanced melanoma in 13 years, without knowing the exact date of the announcement

• Measure

– Anticipated news cycle to advance critical messages about the needs of patients, the imperative of future research and the leadership of the MRF in advocating for progress

– JPA launched a rapid-response pitch effort to identify reporters who were planning to cover the drug’s approval

– Based on interactions with top reporters, it was clear that many were hearing about the pending approval for the first time from the JPA team

– This helped ensure that reporters had adequate time to prepare and looked to the MRF as the primary resource in their stories

• Results

– MRF was included in stories filed by The New York Times, Associated Press, Reuters, Bloomberg, CNN Online, Dow Jones Newswire and others

– Efforts yielded 216 million media impressions, plus another 92 million impressions from pick-up of the MRF press release

Advocacy Campaign: Building Relationships With Advocates

• Task

– To build meaningful advocacy relationships for a pharmaceutical company, not tied to grant support or funding, with European chronic myeloid leukemia (CML) advocates

• Measure

– Engage patient advocacy groups (PAGs), medical experts

– Spearhead a pan-European CML initiative to engage key stakeholders

– Provide opportunities for advocates to engage with industry, patients and experts

– Identify needs within the community

– Develop educational tools to assist patients based on unmet needs identified by the coalition

• Results

– Built and maintained relationships for the company with key members of the EU CML community for 5 years

– Advocates have become trusted advisors to the company, participating on review panels and advisory boards

– Developed online educational resources in multiple languages, including:

– Patient-friendly version of ELN treatment guide

– Medication adherence survey

– Series of educational videos aimed at promoting medication adherence, and proper side effect management

Consumer Awareness Campaign: Reaching Expecting Parents

• Task

– Position Lamaze International as a leading resource for maternity care information and encourage expecting parents to push for better care

• Measure

– Launch a microsite that includes information and resources to help expecting parents prepare for the safest, healthiest birth possible

– Create a unique video that showcases deeply personal birth stories from new moms and dads, showcasing the necessity for parents to take an active role in pregnancy, labor and birth

– Drive traffic to the website and video through online advertising and earned media

– Use social media to engage educators and emphasize their role in good birth outcomes

• Results

– Positive coverage about the campaign appeared on numerous parenting websites, mommy blogs and other niche outlets

– Post-launch survey demonstrates Lamaze educator demand for campaign resources; educators report uptick in student enrollment

– Campaign serves as platform for ongoing outreach

Employee Communications: Building Meaningful Relationships With Stakeholders

• Task

– Affiliates (those working locally in countries) possess different experience and comfort levels in engaging patient advocacy groups

• Measure

– Develop resources to build core skills for Affiliates to assist them in helping to address the unmet needs of people living with HIV in their countries

– Establish a network for those responsible for policy, community and advocacy in the different countries

– Create an interactive, employee toolkit for iPads that gives guidance on relationship-building, provides examples of appropriate, successful partnership opportunities and offers practical materials to help engage stakeholders

• Results

– Policy, Community and Advocacy Network (PCAN) hosts quarterly webinars, with interim resource and information sharing and in-person skills building sessions

– Toolkit is widely embraced by Affiliates and rated as the number one resource that was the most beneficial to their work

– Additional toolkit sections have been added or are planned for, to expand the resource

– Plans to adapt the toolkit so it can be used within regions outside the EU, including Central and South America, Asia and Africa

Website Design & SEO: Creating a Responsive Website

• Task

– As a result of efforts to synergize communications and optimize the Melanoma Research Foundation’s site for SEO, traffic to melanoma.org doubled every year, which resulted in considerable strain on the site (longer load times, more error messages, etc.)

• Measure

– Design and develop a mobile-responsive site that is fully optimized for search and social participation—while also preserving the structure of 10k+ pages of the patient community forum

– Streamline processes such as event registration and mailing list subscription, optimizing integration with donor databases, ultimately improving the integrity of donor information

– Provide a better user experience for the patient and caregiver community by reorganizing content and improving the processes to updating key materials

• Results

– Overwhelmingly positive response from user community and stakeholders

– Traffic continues to drive upward and views hit the 2 million mark within a year

JPA Health Communications

Carrie JonesPrincipal, Managing Director1420 K ST NW, Suite 1050Washington, DC 20005USA+1 202 591 4040carrie@jpa.com

Ken DeutschExecutive Vice President50 Church Street, 5th FloorCambridge, MA 02138USA+1 617 945 9230ken@jpa.com

Valerie CarterSenior Vice President58-60 Kensington Church St.London W8 4D8UK+44 (0)2073 683 386valerie@jpa.com