Content provided in partnership with

Health Care Industry

Industry: Email Alert RSS Feed

Best Use of PR to Healthcare Professionals

Medical Marketing and Media, 2007

Sponsored by PRWeek

GOLD AWARD

HealthSTAR PR and GlaxoSmHhKline Consumer Healthcare for Alli

Help Not Hype: Getting Real About Weight Loss

Don't believe the hype, but believe that this marketing and communications initiative from GlaxoSmithKline and HealthSTAR PR captured Gold thanks to this thoughtful and comprehensive campaign designed to provide consumers with the facts and potential dangers of using unregulated OTC weight loss products. This was no small task, considering that Americans collectively spend billions on such products each year.

Most Popular Articles in Business: Research and Markets : Tesco Plc - SWOT Framework Analysis; Do Us a Flavor - Ben & Jerry's Issues a Call for Euphoric New Flavors; eBay made easy: ready to start an eBay business? These 5 simple steps will ...; Katrina's lawsuit surge: a legal battle to force insurers to pay for flood ...; Wal-Mart's newest distribution center opened last month near the southwest ...; More »

The overall campaign approach was to use research to deliver compelling data that would help mobilize the professional community to educate consumers. Gathering this data was accomplished through the Landmark Customer Survey, as well as through analysis of data sets by the campaign's Reality Council, a group of obesity and nutrition experts.

The results of the information from the data formed the basis of the White Paper, which highlights the importance of realistic approaches to weight loss, and encourages lifestyle changes instead of quick fixes and "magic pills."

The paper was unveiled at the standing-room only NAASO conference. Efforts of the campaign resulted in more than 248 million impressions from 460 placements.

Judges applauded the results, calling them "very impressive." One judge even noted that as a result of the campaign, "the topic of obesity has now become the mainstream."

SILVER AWARD

Goodman Media International and Institute for Healthcare Improvement

100,000 Lives Campaign

This campaign, initiated by IHI, energized the healthcare community by generating awareness of six healthcare interventions which would save 100,000 lives in US hospitals. The key audience was healthcare professionals and hospital administrators responsible for the environment in which care is delivered. Extensive media coverage reached an audience of more than 20 million and helped IHI exceed its goals by enrolling 3,100 hospitals and those that participated are credited with saving 122,300 lives.

The Award

Rewards intelligent planning and creative execution in the promotion of healthcare products, services, corporations and organizations to healthcare professionals via public relations.

The Finalists

* Goodman Media International and Institute for Healthcare Improvement-100,000 Lives Campaign

* GYMR Public Relations and AAFP-Vote for America's Health Capitol Hill Rally

* HealthSTAR PR and GlaxoSmithKline Consumer Healthcare for Alii-Help Not Hype: Getting Real About Weight Loss

* Lois Paul & Partners and TargetRx-LP&P's Strategic Public Relations Efforts: Putting TargetRx on the Map

* Ogilvy Public Relations Worldwide and Bayer HealthCare for MiernaMirena: Keep Life Simple & Sexy Campaign

* Racepoint Group and Neurologica for CereTom-Scan on Demand

PRWeek

PRWeek is the leading publication for the public relations and communications industry. In addition to providing timely news, features, profiles, strategies and techniques, PRWeek delivers annual salary, CEO, and marketing management surveys, as well as key industry sector reports and regional forums. The Web site, PRWeek.com is updated daily, and includes a fully searchable archive, three blogs, weekly podcasts and live, yearround Web events.

Health Care Industry

Best Use of PR to Healthcare Professionals

Medical Marketing and Media, 2007

Find Research Guides for:

Find Featured Titles for: Sports

Most Popular Articles in Business

Most Popular Publications in Business