Case Study: Healthcare work
Sanofi Kuala Lumpur, Malaysia
Campaign brief Launch Menactra as the vaccine against IMD for patients 9 months old and above. Target audience:
• Young parents and new mothers • Students • Malaysians who travel regularly • Medical professionals
Inform the general public about the need to take added precaution since Malaysia and other tropical destinations (such as Middle East & Africa) provide ideal conditions for the disease to spread silently.
Objectives ü Build media awareness and advocacy for Menactra ü Raise awareness of the unmet need for a vaccine that protects against
Invasive Meningococcal Disease ü Inform and educate appropriate publications through a press launch about
the benefits of Menactra ü Generate positive media coverage in Malaysia through a press launch ü Inform and educate the public about IMD and the benefits of Menactra
Press Launch Concept Highlight how quickly the disease can strike and its grave impact within 24 hours when a child has IMD. The clock is the recurring theme in the press conference, with a banner showing the early symptoms, classic symptoms, and late symptoms in each section of the clock. ü Media event with chosen KOL discussing IMD. ü Managing Director discussing Sanofi’s presence in Malaysia. ü Major publications and TV stations present. ü Substantial amount of coverage from both mainstream print, TV, and online media.
Scope of Work June to Aug 2013 • Tea with Dr Bravo - KOL discussed IMD to a select group of journalists as a pre-launch informational session.
• Dr Musa on The Bigger Picture - KOL discussed IMD on BFM, a highly-regarded radio station in Malaysia.
• Vaccine press launch - invited key media in KL where Dr Musa discussed IMD and Menactra as an effective way to protect against the disease.
• Sustained media pitching – sustained PR pitching as a topic to health and lifestyle media during and after the media launch.
• Seeding in media forums - agency will seed information about IMD to drive awareness and consideration of a preventive mindset post launch.
Coverage Highlights My Child Malaysia – 18/7
Coverage Highlights NTV 7, The Breakfast Show – 22/7
Coverage Highlights
New Straits Times – 17/7
Coverage Highlights
Kosmo – 17/7
Sanofi: Menactra
Sanofi: Menactra
Coverage Highlights
Oananews.org – 18/7
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Sin Chew Jit Poh – 19/7
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Daily Express – 19/7
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My Child Malaysia – 20/7
Coverage Highlights
Lowyat.net – 10/7
Coverage Highlights
Parenthots – 11/7
Coverage Highlights
Malaysian Motherhood – 11/7
Coverage Highlights
Eventbrite – 11/7
Coverage Highlights
Social Vents – 11/7
Coverage Highlights
Eventful – 11/7
Coverage Highlights
Estherlke – 11/7
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Mywanderingstory – 25/7
Coverage Highlights
Mywanderingstory – 25/7
Coverage Highlights
Mywanderingstory – 25/7
Sanofi Singapore
Sanofi: Essentiale PR Campaign for Singapore • Message development to encourage liver supplement as something for
everyday consumption to ensure vitality • Prepared press materials for media distribution • Radio shows – popular DJs engaged to talk about liver health issues and
preparing for the Christmas/holiday season • Organised two interactive and informative media luncheon for spokesperson
and liver health doctor with media including bloggers • Seed content on forums to share healthy lifestyle information • Continuous media pitching to gain positive brand awareness and media
exposure – PR Value for TWO-month campaign SGD $170,000
Sanofi: Essentiale
Sanofi: Essentiale
Galderma Southeast Asia
• Leverage Galderma’s presence at the Asian Dermatological Conference in Hong Kong to lay the foundation for a new product for the treatment of facial redness
• Recent prevalence of data on the disease in Japan, Korea and China a good kick-off for media exposure
• Unique product - first in class, big unmet need
• Current issue is time lag between now and launch in APAC, but good opportunity to challenge lack of dynamism in the region (internal affiliates, regulators, development people)
• Use this media event as a model for PR events globally, so this could become a bigger project to provide PR expertise across other zones/markets ahead of, and during product launch
• Raise awareness of ‘Brimonidine’ in the Healthcare Sector
The Brief
Objectives ü Build media awareness and advocacy for Galderma and its portfolio ü Raise awareness of the unmet need ü Inform and educate appropriate publications on clinical developments for
patients with facial skin redness ü Generate positive media coverage in the markets
Media Event Concept Galderma presents a Knowledge Showcase for leading regional media to share updates and innovations in the treatment for rosacea ü Media event as part of the Asian Dermatological Conference ü KOLs from USA, China and Singapore present new findings and market insights –
updates for Asian skin ü “Ice-breaker” for meet the media with Galderma country heads
Attending Media 1. Daily Pharm – Korea 2. Australian Doctor & Dermatology Update – Australia 3. Headline Daily & Sing Tao Daily – Hong Kong 4. Popular Medicine & Health News – Shanghai China 5. Jian Kang Bao – Beijing China 6. Cosmopolitan magazine - Philippines
Scope of Work for Agency • Liaison with venue for seminar, meeting room, and F&B requirements for the
media event • Speaker liaison – coordinate material with KOLs and set up media interviews • Meeting materials – holding slides, conference equipment, room set up
• Liaison, invitation and travel management for target media from across APAC (airline bookings, accommodation, ground transportation, allowances, F&B, etc) • On-site support, translation services • Development of media material and preparation of press kits • Set up media interviews
• Follow up with each of the media to provide clarification, additional material, and to secure coverage
Coverage Highlights Australian Doctor – 15 July 2013
Coverage Highlights Daily Pharm – 16 July 2013
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Headline Daily 30 August 2013 Sing Tao Daily 30 August 2013
Coverage Highlights
Popular Medicine September 2013 Health News 8 August 2013
Coverage Highlights
Popular Medicine- mobile edition September 2013
Thank You