Media Relations agency

• How do we make women aware of a disease that is rather masculine?

• Press conference (professional and consumer media) with a panel of experts (6 female lung specialists)
• Communication approach targeted at the general public and doctors
  • Posters in waiting rooms
  • Brochures in waiting rooms and downloadable from the Astra Zeneca website
  • Brochures targeted at doctors (to guide and improve dialog with patients)

• 80 media coverage hits including 2 national and 4 regional radio stations, 2 national newspapers, etc.
• An audience of over 52,301,517 people

How do we recruit as many new bone marrow donors as possible, knowing the chances of compatibility of non-family donors are 1 in a million?

• 2009 campaign - 4th mobilization week (Sep 14-20, 2009)
  • A “Street-happening” outside Paris-Descartes university to mobilize the press and general public and relay the message: “Give marrow and save a life”.
  • Monthly press releases and organizing radio and TV news coverage involving donors, doctors, patients and other stakeholders of bone marrow transplants.
• 2010 campaign - 5th mobilization week (Mar 8-14, 2010)
  • An iPhone bone marrow application “Donne1chance” (Give1chance) that lets users test their knowledge of bone marrow donation, increase awareness among their circle via social networks and, most importantly, send their friends and family real color postcards of the 5th mobilization week
  • A street-happening in a Parisian metro station: distribution of ten unpublished testimonies on donorship and bone marrow transplants and ongoing advice on how to sign up with the French bone marrow transplant registry

• Total media coverage for the 2009 and 2010 campaigns was 631 mentions (radio, TV, press, Internet).
• By mid-March, 23,000 new voluntary donors had pre-registered online compared with 5,200 on Friday September 11, 2009.

How can we change people’s attitude to cancer?

• Media coverage of the INCa (National Cancer Institute) publicity campaign on the social image of cancer
• Encouraging a less distant, less fatalistic view of society towards cancer and promoting research

Work in progress

Faced with a constant -and even growing among younger women - number of abortions, how can we educate women on this much-discussed issue?

• A campaign targeted at health professionals: gynecologists, midwives, family planning centers: test-leaflet "Which contraception is best for you?", leaflet "All about female intimate anatomy”.
• A practical and exhaustive website - www.macontraception.fr - on contraception, to help every woman learn about, choose and live with their contraception.

• 76 media coverage hits
• 150,000 visits to the website

How do we provide information to the general public on rosacea to identify and explain the pathology, and avoid it being perceived badly by people around (reddening = alcohol)?

• Part of National Rosacea Information Week.
• Website with information on the pathology, video testimonials and forum for exchanges between patients.
• Brochures, posters and leaflets in practitioners’ (GPs, dermatologists) waiting rooms
• Press conference with multidisciplinary experts (dermatologists, psycho-sociologists etc).

• 190 press hits.
• 11,606 visits to the website.
• +11% market growth and +9% product growth.

How can we make French people responsible in their attitude to medicines, and how they purchase and use them?

As part of the 3rd dialogs on medication week (October 3 to 19, 2008):

• Regional public debates.
• IFOP/LEEM survey to understand “the French medicine cabinet”.
• Information leaflet on managing, using and disposing of medication.
• Press conference at launch and numerous regional news features.

• Over 250 press hits.
• 21 TV and radio spots.

How do we get the media to highlight the launch of Atripla® when HIV news is saturated (Nobel Prize, rapid screening tests, engagement of Carla Bruni-Sarkozy) and the opinion of the medical community divided on the incremental nature of this innovation?

Holding a press conference on the theme “25 years after the discovery of HIV, Atripla®, 1st entire HIV regimen in one pill daily, arrives in France” to convince journalists of the interest of the product for the patients’ quality of life.

Over 100 popular and professional media outlets broadcast the information.