Cases examples of implemented PR projects

(pharmaceuticals, medicine №2)

Content Case №1 Opening of the clinic INGO Case №2 Originals against generic Case №11 Press-tour- Informational PR-support of company's

social activity Case № 13: Coverage the arrival of Dr. S.Bubnovsky in

Ukraine Case №17: Project for the Ukrainian bloggers: testing classes

in Kyiv Center of Dr. Bubnovsky Case № 35: PR-support of AVON actions in social sphere Case № 37:Organization of plant opening in "turnkey" Case № 38: Marketing campaign on promotion of sanitary

pads Angels (U.P.P factory.) in maternity hospitals Case № 39: Distributor´s PR-moving on the pharmaceutical

market Case № 43: Marketing campaign to stimulate sales of diapers

LUXUS Moomin Thin

Case №1: PR for the insurance company. The opening of the medical center "Ingo",

2014

Ceremonial opening of the first medical center «INGO» in Ukraine was hold on 21-d of January, 2014 in Kiev.

After press-breakfast, where the representatives of front office and shareholders were speaking with leading media journalists, the ceremonial opening of medical center «INGO» and tour of the center took place.

Results:

Following the results of events 30 editorial publications

and reports came out in media(press, radio, Internet, TV).

More than 25 representatives of media (urban, business,

and popular press, Internet) took part in the events.

Case №2 Originals against generic Client:Representative office of Boehringer Ingelheim, 2004-

2005, Project: A series of events for media on PR-moving of

prescription and OTC drugs of the original production Aims and objectives: To increase consumer awareness about the benefits of original

drugs compared with generics To form national media loyalty to the German manufacturer

and its products Solution: Organization and carrying out a series of activities for the

national media with the involvement of independent experts Creating a brochure that is focused on young audience (TM

Lazolvan) Media support in the regional press and on TV

Round table on problem Round table "Respiratory diseases: the situation in Ukraine, problems,

forecasts“

Partner: Institute of Phthisiology and Pulmonology of F. Yanovsky Participants: Doctors - leading experts on the issue Officials (representative of the Ministry of Health of Ukraine) Manufacturers of medical products (client’s representative) Experts (head of the research company)

World COPD Day in Ukraine

Press briefing on the World Day Against COPD (chronic obstructive pulmonary disease).

Partner: Ukrainian Association of Tuberculosis and Pulmonology specialists.

Briefing on medications for children issue Press Briefing "Requirements

for Medicinal Products for children.“

Participants of the event: Doctors- specialists on the

problem (in particular, leading experts KMAPE and the Institute of Pediatrics, Obstetrics and Gynecology, Academy of Medical Sciences of Ukraine)

Independent experts - representatives of non-governmental organizations (Union of Consumer Protection, Public Organization "Gromadsky control").

Roundtable "What consumers need to know?"

Round table "Medications: What consumers need to know?“

Partner: Independent Consumer Expertise Center. Participants of the event: The independent expert (Center "Test") Manufacturer (customer representative) The representative of the retail network (head of

the pharmacy)

Originals against generic

Results: In all the event was attended by over 80 representatives

of the national media (press, radio, TV, news agencies) who received interesting information on the problem and got acquainted with the main trends and terms in the pharmaceutical market.

Post coverage of more than 100 editorial publications and reports.

Specially designed booklet for children "Veselі kanіkuli" of printed circulations 150,000 copies was spread in places with the target audience (Circus, Zoo).

Other project: Media support in regional media - writing and placement of

24 notes in the regional press (all regions of Ukraine). Media support on TV - 7 reports on leading TV channels.

Case №11. Press-tour- Information PR-support of company’s social activity The purpose of the project: to inform the media and general public about the importance of

timely prevention of influenza and SARS complications, as well as their treatment; demonstration of the company's social responsibility.

Client: Representative office of pharmaceutical company "TEVA" in Ukraine.

The proposed solution: A series of round tables, with the participation of experts and

officials, the transfer of charitable aid to orphanages. Date and venue: October-December 2010, 6 cities of Ukraine - Kiev, Donetsk,

Lviv, Dnipropetrovsk, Kharkiv, Simferopol.

Participants of the events: officials - representatives of the Ministry of Health, provincial and city health management organizations, well-known experts – doctors pediatricians, representatives of regional charities, media representatives.

Series of round tables

The transfer of charitable aid (the original high-performance broad-spectrum antibiotic) to orphanages

Achieved results during the project :

Attracting media interest in the issue of influenza and acute respiratory viral infections prevention, especially in children's collective, as well as treatment of complications after these diseases. Promoting healthy prevention methods, suitable for even the youngest.

Well chosen format - round table - allowed reporters to get answers to the most pressing issues, which greatly increased the informativeness of released publications.

The transfer of charitable assistance was organized and carried out to Kiev, Donetsk, Dnipropetrovsk, Kharkiv, L’viv, Kherson, Cherkasky district and Crimea orphanages.

Generated more than 500 publications in leading media in Kiev and regions, the video footages on roundtables materials, interviews, commentaries, outputs the printed daily and specialized press.

Case № 13: Coverage the arrival of Dr. S.Bubnovsky in Ukraine Client: Medical Center of Dr. Bubnovsky in Ukraine The object of promotion: Bubnovsky Medical Center in Ukraine and treatment method by

moving (kinesi therapy) in general Performer:Publicity Group Geography: Kiev Period: March 2012

Aims and Objectives: To attract public and media attention to the problems of the musculoskeletal system

mordbitity and effective methods of treatment To inform about the first visit to Ukraine of a world-renowned professor, Doctor of Medicine

S.Bubnovsky Enlarge seminars audience, conducted for patients

The proposed solution

Organization of press-briefing for national media directly in the medical center in which S.Bubnovsky personally took part

Conducting an online broadcasting of the Kiev Seminar on the site www.segodnya.ua and site www.publicity.kiev.ua

Carrying photo and video, preprocessing at their base content for articles, social networks and the site of the Centre

Placement of news on the leading news sites

Results:

23 media attended press briefing (including 4 TV channels), and could literally feel on their own example the procedures used by S.Bubnovsky

Post coverage of more than 85 publications, including stories on TV channels ICTV, Era, articles in publications such as "Domashny Doktor", “Tvoe Zdorovie" and others

On the day of the seminar was to 53330 online video demonstrations. Continuously were watched by 396 unique IP in the presence in the seminar hall audience of 100 people. Also during this month of finding videos on the site www.segodnya.ua yet been received 6056 views.

For a week video channel of the Dr. Bubnovsky Centre existence that was established under the project, were received 2861 views of 9 videos at the end of the press briefing and seminar.

Case №17: Project for the Ukrainian bloggers-thousanders: testing classes in Kyiv Center of Dr. Bubnovsky

Client: Medical Center of Dr. Bubnovsky in Ukraine

The object of promotion: Bubnovsky Medical Center in Ukraine and treatment method by moving (kinesitherapy) in general

Performer:Publicity Group

Geography: Kiev

Period: May-August 2012

Aims and Objectives:

Provide unbiased and objective information about the activities and kinetotherapy of Bubnovsky Kiev Center in the Internet, to inform the public and potential customers

Submit the Centre of Dr. Bubnovsky activities in Kiev in terms of informal opinion leaders - Ukrainian bloggers-thousanders

Expand the target audience of the Center of Dr. Bubnovsky due to visitors who have certain problems of the musculoskeletal system and the one who prefer a healthy lifestyle

The proposed solution The project with the participation of 5 major Ukrainian bloggers, that are keeping a blog on

www.livejournal.com Each blogger was free of charge taking an individual course of 12 lessons at the Center, and told about his observations and feelings in his blog.

For the project were selected active bloggers-thousanders, many of which duplicate reviews of the Bubnovsky Centre's activities on own accounts in the social networking site Facebook

Project participants were aware that their task - is subjective, not an advertising assessment of the Centre, and in their blogs there are no dictum commercials - just transferred own feelings from seminars in the center and a personal opinion about the effect of activities and quality of service.

The results Dr. Bubnovsky Centre in Ukraine has received a high evaluation from the

independent public opinion leaders - bloggers. The total readership of bloggers-thousanders was 14,561 people, mainly -

residents of Ukrainian megacities, which coincides with the target audience of Bubnovsky Center, which is based in Kyiv, Kharkiv and Donetsk

Readers of bloggers-thousanders that were participating in the project actively followed the theme, were interested in the activities of the Bubnovsky Centre, and had a total of more than 500 comments.

Bloggers not only described in detail their own feelings and the effect of classes at the center, but also repeatedly made reference to the website of the Bubnovsky Center, which increased the number of visits to the site during the project.

But the main result of the action was the formation of positive, and at the same time - an objective opinion about the Bubnovsky Center and the benefits of treatment method by moving

Case № 35: PR-support of AVON actions

in social sphere

Transfer of mammography equipment by AVON to Vinnitsa, Nikolayev, Odessa oncological dispensary, in the framework of AVON social project «Pink ribbon»

The event was held in the Kiev city oncological hospital in April 2005, and was attended by more than 120 guests

For Kyiv Regional oncological hospital were purchased 3 mammographyies "Siemens" and 3 processing machines "Agfa", as well as modern ultrasound machine.

Inviting guests (media representatives, officers, partners) was carried on name list, work was organized at the event, writing text materials and dissemination of information about the charity event, prepared a report.

Case № 37:Organization of the plant opening in "turnkey“ way

The official opening of U.P.P. - Ukraine's first plant for the production of disposable hygiene products and medical devices

Senior government officials, politicians, as well as Ukrainian and foreign partners of the company, members of the media attended the official opening

After raising flags U.P.P. and speeches, a symbolic ribbon was cut by President UPP Alexander Peev and chairman of the State Committee on Entrepreneurship Alexandra Kuzhel.

Before the official opening of the plant press conference for journalists was held in the boardroom, that was attended more than 60 media representatives.

For media representatives and guests a tour of the factory was conducted (production- laboratory-warehouse).

Management staff and specialists of U.P.P. acquainted the guests with the main stage of the production and testing of sanitary pads Angels - the first plant products.

For investors and partners a banquet was held in the evening . It was opened by an exclusive fashion show (stylist- fashion designer Irina Didichenko).Models feature was that they were completely made of materials which are used for production and packing of towel - nonwoven web, paper airlaid, perforated polypropylene, polyethylene, etc. The evening was conducted by Masha Efrosinina and Yuri Gorbunov.

Publications in press

Case № 38: Marketing campaign on promotion of sanitary pads Angels

(factory U.P.P.) in maternity hospitals

Work with the target audience in hospitals - mothers with newborns, more than 400 contacts

Distribution of samples (towels) and proprietary printing.

Work with the target audience of specialists (staff maternity homes). Conducting seminars, presentations about the new brand of hygiene products, distribution of samples and branded polygraphy.

Case № 39: Distributor PR-moving in the pharmaceutical market

Client: "Alba Ukraine", which is one of the largest pharmaceutical distributors in the country and occupies 48 position in the rating of domestic commercial companies by Forbes magazine Ukraine.

Performer: Publicity Creating

Period:2012-2013

Aims and objectives:

Press Office "Alba Ukraine“

Writing and distributing press releases, notes and articles in the media on key events of "Alba Ukraine", as well as important issues of the pharmaceutical industry as a whole.

Providing clients first persons comments to the publications from the requests of specialized and business media.

Development of a new corporate identity,

Shooting corporate video, of virtual tours of the largest warehouse complex in Ukraine

Training in communications for senior executives,

Photo-shoots of leading specialists and managers

Modernization of the corporate website

Creation and effective management of corporate platforms in social networking sites and services

Operative consulting of Company's management in the field of communications.

Creation and development of an information channel "Alba Ukraine" in the Internet. This channel, in particular, consists of site, pages in social networks Facebook and Twitter, as well as the channel on YouTube.

Video tour of the warehouse complex in Borispol was prepared. This format is most completely demonstrates the high level of process automation, the scale of the warehouse and modern logistics infrastructure of the company as a whole. During the first two months after placing video on the Internet it was seen by more than 14 thousands users. Video tours are also actively used by "Alba Ukraine" sales representatives in working with partners in Ukraine

http://www.youtube.com/watch?v=_JymCtB8k3M

The complex of "Alba Ukraine" PR-moving included the development of a new logo and corporate identity that would have reflected the status of the company at the present stage, that consistent with actual market positioning

Press Office "Alba Ukraine": writing and distributing in the media press releases, notes and articles on key events of "Alba Ukraine", as well as important issues of the pharmaceutical industry as a whole. Also the agency Publicity Creating provided clients first persons comments to the publications from the requests of specialized and business media.

Case № 43: Marketing campaign to stimulate sales of diapers LUXUS Moomin Thin

Working with children's clinics visitors target audience №1 (mothers with children up to three years, more than 800 contacts). Distribution of samples and branded polygraphy.

Work on the streets, with the target audience №1 (mothers with children up to three years, more than 500 contacts). Informing about the products and the distribution of samples and branded polygraphy.

Work with the target audience №2 (employees of maternity and child health centers in Kiev). Informing about the new brand of hygiene, products presentation, the distribution of samples and branded polygraphy.

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