Winner: Ketchum and Novartis Pharmaceuticals: Showing People with Overactive Bladder Where to Stop When They Need to Go
Everyone's been in situations where they need to find a public restroom quickly. But that predicament is intensified for the estimated 33 million Americans who experience the chronic and troublesome symptoms of overactive bladder (OAB), a condition which can negatively impact the sufferer's quality of life. Unfortunately, whether it's lack of awareness, embarrassment, or lifestyle adjustments, only one in three people seeks treatment.
So when Novartis Pharmaceuticals gained FDA approval for prescription medication Enablex, an OAB treatment, the company and Ketchum set out to launch a campaign to bring attention to the needs of OAB sufferers, while generating demand for the drug. Marketing challenges were considerable, due to the large number of competitors, including two that were planning their own PR and direct-to-consumer advertising initiatives.
Research showed that while travel was popular within the demographic of OAB sufferers, it was one of the activities that patients listed as being affected by the disorder. Looking for a unique way to separate itself from the competitors, the team used this detail as the hook to increase awareness of Enablex. This strategy focused on educating patients about the medication by driving them to the campaign website and toll-free number for fulfillment of a 75-page travel guide, which provided travelers with information about easily accessible public restrooms in key US tourist destinations. A media-friendly OAB story was then leveraged by using the travel angle and the fact that renowned travel expert Arthur Frommer was the author and spokesperson for the guide. Novartis and Ketchum worked with physician spokespeople to educate the public during media interviews, and the National Association for Continence and American Urological Association were urged to educate their memberships on the campaign.
During the launch week, the team conducted a national media blitz by targeting top-tier media, and by holding a 12-city SMT and RMT. It continued media efforts over the following month, targeting long-lead outlets such as Readers Digest.
One judge noted that the campaign achieved fantastic results on a moderate budget. More than 20,300 guide requests were generated in just five months. There was a 961% increase in call volume to the Novartis Customer Interaction Center, and a 318% increase in unique visitors to the website. More than 10,000 people have requested Enablex-specific information after ordering the guide. OAB finally received positive coverage, with key placements in four of the top seven US newspapers, and broadcast coverage including ABC's Live with Regis & Kelly .
Honorable Mention: Ruder Finn and Novartis Pharmaceuticals: The Amazing Women Campaign
After years of dealing with misdiagnosis and frustration, actress Cybill Shepherd was diagnosed with Irritable Bowel Syndrome with constipation (IBS-C), a multisymptom disorder that affects up to 6 million women in the US. Since it's not a condition many are comfortable talking about, Shepherd took action on behalf of other sufferers, and talked about her success using prescription Zelnorm. The Amazing Women campaign was launched, with the help of Ruder Finn, to empower women to take action and speak openly with their doctors. The subsequent media blitz resulted in more than 153 million media impressions, 331,111 unique visits to the campaign website, and a 22% increase in Zelnorm sales during that time. One judge attributed the campaign's success to the excellent research, which aimed to identify and quantify barriers to doctor-diagnosis and treat.
Finalists:
Edelman and Together Rx Access
Introduction of the Together Rx Access Card
HealthSTAR Public Relations and Bayer Health Care/Consumer Care Division
Believe in ALEVE Campaign
Ketchum Public Relations and Novartis Pharmaceuticals Corporation
Showing People With Overactive Bladder Where To Stop When They Need To Go
Marina Maher Communications and Detrol LA/Pfizer
Life Beyond the Bathroom
Ruder Finn and Novartis Pharmaceuticals
The Amazing Women Campaign
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