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

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Lowyat.net – 10/7

Coverage Highlights

Parenthots – 11/7

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Malaysian Motherhood – 11/7

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Eventbrite – 11/7

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Social Vents – 11/7

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Eventful – 11/7

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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