The Campaign
Our brief was to promote Gedeon Richter’s uterine fibroid drug, Esmya, and its market authorisation, which enabled women to potentially avoid hysterectomies, as well as raise awareness of uterine fibroids, encouraging women to seek help and visit www.fibroidsconnect.co.uk
Activity included:
- Disease awareness campaign fronted by BBC Breakfast’s women’s health specialist Dr Rosemary Leonard
- Research to highlight the lack of awareness around fibroids
- Cartoon animations, patient videos and info-graphics to help simplify and explain fibroids
- Specific Afro-Caribbean media campaign, targeting black women 2-3 times more likely to suffer from fibroids
- Market access-led PR, targeting activity on NHS regions that received funding
- Launch campaign to promote Esmya’s market authorisation to healthcare and pharma media
The Results
- More than 33 million women reached
- Media coverage across consumer, social and health channels worth over £1 million
- Increased patient awareness of fibroids and the treatment options
- Increase in sales as a result of greater product awareness amongst healthcare professionals
What the client said...
“Justine Rawlins PR generated some excellent high-profile media coverage for our uterine fibroid drug, which raised awareness amongst both patients and healthcare professionals. Through their experience of healthcare and patient management, they were also integral to our marketing, helping us create materials that could be used to communicate the patient experience and also explain some of the complexities around fibroids and the treatment options.”
