Case Study / Health

Client
Wyeth BioPharma is a business unit of Wyeth Deutschland, a company that specialises in rheumatology and dermatology. The biologic
drug Etanercept is used very successfully in the treatment of rheumatoid arthritis. Wyeth BioPharma is a leading company in the biologic sector and presents itself as an innovative, research-based biotech company.

Goal
Promote image of Wyeth BioPharma as a leading, cutting-edge biotech company.

Strategy
Lucid presentation of the abstract theme of biotechnology. The subject's importance for
the future must be made clear. Credible and transparent communication with opinion leaders and broad-based media reporting lead to a medium-term change in public perception.

Implementation
A journalist workshop on the subject of
"Biotechnology under the microscope: facts
about the present – visions for the future",
in cooperation with the German Rheumatism
Research Centre of the Charité in Berlin,
provided theoretical and practical insights
into current rheumatism research and treatment
with biologics. The workshop provided information
events for journalists and the aim was to run a
further workshop series on different biotech
themes in order to further expand the position
of Wyeth BioPharma.

Result
Generation of publicity in specialist periodicals
and special-interest media on the significance
of biotechnology and biologics in the treatment
of rheumatism.