Case Study / Healthcare
MSD
Where patients come first.
Client
The German MSD Group belongs to Merck & Co., Inc., an international and market leading pharmaceutical company based in USA. The main aim of MSD is to increase innovation speed in research and development of medical products for the rescue of human living.
Goal
The objectives of the company’s communication was intended to include more personality to be closer to each patient. The aspect of patients´ quality of life is one of the major aspects for any development of new therapies. Only this way success will come to the fore. Health and patients´ safety are the specific values which are intended to become visible and vivid for each patient.
Strategy
Targeted PR measures attend patient related initiatives to raise awareness about arthritis and to sensitize healthy persons for pain therapy as well. In addition it was objected to strengthen the corporate´s brand.
The German MSD Group belongs to Merck & Co., Inc., an international and market leading pharmaceutical company based in USA. The main aim of MSD is to increase innovation speed in research and development of medical products for the rescue of human living.
Goal
The objectives of the company’s communication was intended to include more personality to be closer to each patient. The aspect of patients´ quality of life is one of the major aspects for any development of new therapies. Only this way success will come to the fore. Health and patients´ safety are the specific values which are intended to become visible and vivid for each patient.
Strategy
Targeted PR measures attend patient related initiatives to raise awareness about arthritis and to sensitize healthy persons for pain therapy as well. In addition it was objected to strengthen the corporate´s brand.
Implementation
The German actress Senta Berger was chosen as an ambassador to represent the corporate´s initiative “strong against pain". She campaigned for the education of the general public about arthritis and pain therapy options. Targeted communication for patients, physicians and press events were pushed by the local testimonial strategy to raise broader awareness (i.e. visits to clinics, press conferences about pain therapy available in Germany, exclusive interviews, set visits and a TV campaign). Further more a direct address of patients and trade organisations was followed by an initiation of a scientific advisory board.
Results
A number of publications in trade and consumer media concerning the relevance of arthritis, appropriate options of diagnosis and therapy were accompanied by direct communication. F&H Porter Novelli supports MSD also in context with different methods of corporate communication for example the grand opening of the EMEA-Headquarter of MSD in Munich.
The German actress Senta Berger was chosen as an ambassador to represent the corporate´s initiative “strong against pain". She campaigned for the education of the general public about arthritis and pain therapy options. Targeted communication for patients, physicians and press events were pushed by the local testimonial strategy to raise broader awareness (i.e. visits to clinics, press conferences about pain therapy available in Germany, exclusive interviews, set visits and a TV campaign). Further more a direct address of patients and trade organisations was followed by an initiation of a scientific advisory board.
Results
A number of publications in trade and consumer media concerning the relevance of arthritis, appropriate options of diagnosis and therapy were accompanied by direct communication. F&H Porter Novelli supports MSD also in context with different methods of corporate communication for example the grand opening of the EMEA-Headquarter of MSD in Munich.
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