PR Case Studies
C&IC “The battle of osteoporosis” in Spain - ACREL ; C&IC Comunicacion Madrid.
C&IC Communicacion y Relaciones Publicas
Objectives
• General brand awareness raising among the large number of women not being treated who have Osteoporosis
• Act on the sleeping key opinion leaders : To encourage premenopausal women in Spain to ask their gynaecologist about their bone health
• Proven brand efficiency in clinical studies: To differentiate Acrel from its direct competitors
PR programme
1. General awareness raising
1.a) Press conference with SECOT association
1.b) Press release to general and specialized media
1.c) Interviews with specialized people
2. Act on the sleeping key opinion leaders
2.a) Media coverage of the Congress made in Cadiz entitled ‘Osteoporosis; from Prevention to Treatment’
2.b) Press conference to present the disclosing programme
2.c) Interviews management
3. Proven efficiency in clinical studies
3.a) Coordination with the leading communications medium in the sector, Diario Médico, of a debate that gathered together the top specialists in Osteoporosis
Results
• P&G Pharmaceuticals got more than 100 news in specialized and general media including tv broadcast
• Acrel market share was tripled (from 2.5P&G PHARMACEUTICALS% to 7%)
