HEALTH PR

Techniques of Great PR Teams

MEDIA OPPORTUNITIES
Reach millions more readers, listeners and viewers
The best and the brightest PR teams in America are extending the reach of their communications programs beyond the top 500 daily newspapers to 1,000 more daily newspapers and 8,500 weekly newspapers throughout the U.S. Consumers across America who turn to their local hometown newspapers, primarily in wealthy suburbs, are reading important messages in NAPS articles, with eyecatching color photos, about health, safety, and informative Web sites. Savvy marketers are getting the word out to people where they live by covering these additional newspapers and by distributing radio feature releases to 6,500 radio stations and video feature releases to 1,000 TV stations through NAPS. Examples of some of the most highly read articles that NAPS has placed for some of the most successful PR people in America are here in this booklet. Each of the NAPS releases includes an impressive usage report showing which editors or broadcasters used the material, how many millions of Americans were reached, colorful graphs showing demographic information, and equivalent ad space cost, which is far greater than the cost of using NAPS for the same coverage.

PRESCRIPTION PRODUCTS
Feinstein Kean Healthcare for Novartis alerted readers about the benefits of EXELON for mild to moderate Alzheimers disease. A toll-free number and Web site were offered for an ID.A.D. Resource Kit, containing educational materials such as a video, a memory questionnaire and informational brochures specifically for caregivers.

Dorland Sweeney Jones for Merck created an awareness of its physician-respected Web site with credible, independent health information that could help readers to enhance their doctor visits.

Dorland Sweeney Jones for Eisai, Inc and Janssen Pharmaceutica used a Q&A format to create an awareness of ACIPHEX for GERD, heartburn and acid reflux disease.

Ogilvy for Ortho Biotech Products, marketer of PROCRIT, offered free electronic greeting cards for cancer patients. This innovative campaign demonstrated the companys ongoing commitment to cancer patients and their caregivers. Readers were directed to a Web site for prescribing information and additional information on PROCRIT and anemia.

MCS for MedPointe Pharmaceuticals targeted parents with news of how allergies may affect concentration in the classroom and how OPTIVAR, a prescription eyedrop, can help. Compelling statistics from the NIH on missed school days per year and the negative impact that lost time can have on a childs ability to learn were offered. Parents were encouraged to see an allergist or ophthalmologist for an accurate diagnosis and treatment if their child suffers from nasal allergies.

Edelman for Pfizer created an awareness, in English and Spanish, of the Web site for The Pfizer Journal by revealing the results of a survey about heart disease.

OTC PRODUCTS
Esty Hoover for Alacer Corp. informed readers about the benefits of vitamin C as a preventative measure to help build up peoples defenses against the onslaught of winter colds and created an awareness of Emergen-C with reference to a helpful Web site for more information. The eye-catching graphic by a NAPS artist helped editors get their readers attention. This article got over 1,000 placements in newspapers across America.

Weber Shandwick for Medicine Shoppe International offered helpful tips on protecting families from a cold or flu. The high incidence of cases of the common cold was mentioned in the lead to attract editors and readers by showing how they may be affected.

Burson-Marsteller for Ross Products offered a healthy holiday recipe to readers for people with diabetes. One key, healthy ingredient, recommended by a nutrition expert, was a can of Vanilla Glucerna Shake.

Ruder Finn for TUMS (GlaxoSmithKline) offered advice for women expecting to give birth who are commonly sufferers of heartburn. The director of the March of Dimes was the expert quoted as saying that calcium carbonate antacid can relieve or prevent heartburn and help supply much-needed calcium.

Ketchum for Hoffmann-La Roche urged readers to follow Dietary Guidelines for Americans as well as the Food Guide Pyramid, to help reduce their risk for chronic disease by including a multivitamin in their daily routine.

Weber Shandwick for Bausch & Lomb created an awareness of a new kind of vitamin, Ocuvite, that may help prevent macular degeneration (AMD). Readers were directed to a Web site where a free 16-page booklet about AMD is available.

HEALTH CARE PRODUCTS

Ogilvy Public Relations for Abbott Laboratories created an awareness of the Precision line of blood glucose monitors that are manufactured by MediSense. Readers were directed to a helpful Web site that offers free weekly meal plans, free exercise plans, a calorie burn calculator, stretching techniques, and tips about exercise as it relates to diabetes.

TKPR for Access Product Marketing created an awareness of the state-of-the-art device called HUGO, a rolling walker which helps a person gain confidence and stay active and is half the price of most other such devices.

Johnson & Johnson for BabyCenter offered parent-tested tips for traveling with a young child. Readers were directed to a helpful Web site for more parenting tips.

ASSOCIATIONS
The American Heart Association did a heart-smart recipe release for their Simple Solutions Program that got over 800 placements and another release that created a recognition of their logo and offered 15 simple questions to help give people life-saving information about cardiovascular health.

The American Stroke Association warned readers of the signs of stroke and urged them to call 911 if they think a stroke is being experienced. Preventative measures and a Web site for more information were offered.

The Emergency Nurses Association offered safety tips to help prevent accidents that lead to 20 million emergency department visits a year.

Fleishman-Hillard for the National Youth Violence Prevention Resource Center warned readers of the dangers of a multimedia world and offered advice on how to protect children.

The House Ear Institute alerted the public to the risk of noisy activities in time for International Awareness Day and Better Hearing Month. HEI experts urged people to wear earplugs when participating in noisy activities. The graphic was captivating.

EyeCare America, the public service foundation of the American Academy of Ophthalmology, offered medical eye service through its national Glaucoma EyeCare Program.

Robert Marston & Associates for the American Academy of Family Physicians offered a newly developed guide for patient self-testing of blood sugar levels to help millions with type 2 diabetes.

The National Marrow Donor Program encouraged people to become a hero by honoring bone marrow donors who have selflessly made a second chance possible through National Marrow Awareness Month.

PhRMA (Pharmaceutical Research and Manufacturers of America) informed consumers that money invested in research by pharmaceutical companies has helped to get approval for 300 new drugs, biologics and vaccines over the past 10 years.

GYMR for Anxiety Disorders Association of America, as part of the ADAA Womens Initiative, encouraged people with symptoms of anxiety to get treatment and to find more information on their Web site or by calling their hotline.

GOVERNMENT
Ogilvy for Centers for Disease Control (CDC) advised parents about what to do for colds and flu and warned of the risk of antibiotic resistance.

Hager Sharp for the U.S. Fire Administration, an entity of the Federal Emergency Management Agency (FEMA), offered tips to help reduce fire hazards.

Widmeyer for the National Institute for Literacy and the National Institute of Child Health offered tips to help parents help their children to read better. Readers were directed to an informative Web site for more information about the Partnership for Reading program.

Hager Sharp for the NIH for National Diabetes Education Program offered healthy eating tips to diet-conscious people, especially those with type 2 diabetes, designed to enhance holiday party experiences.

The NIH for National Eye Institute offered a free booklet about low vision.

HEALTH INSURANCE
Grant Jacoby for Bankers Life & Casualty Ins. Co. offered expert medical advice for older Americans and encouraged them to remain active. This release got over 1,000 placements.

The Hartford Foundation Institute for Geriatric Nursing alerted readers to the signs that a caregiver may be heading for burnout and offered tips for getting help and support.

AAHP-HIAA, to increase awareness of the difference that LTC coverage can make, showed that The MetLife Study of Employed Caregivers found family caregivers suffer less stress, have twice the odds of staying in the workforce, and face fewer workplace disruptions and less social stress with private coverage.

Coyne PR for Medco Health solutions, a prescription benefit manager, offered a health management program called Positive Approaches. The article encouraged parents to consult with their childs pediatrician for proper care and medications that can help treat asthma, and offered steps, parents and their children can take to control symptoms that may lead to a healthy and more active lifestyle.

AFRICAN-AMERICAN & HISPANIC MEDIA

GMMB for the Robert Wood Johnson Foundation got the word out in English and Spanish about the Covering Kids & Families Back-to-School Campaign. Readers were informed about the lowcost and free health care coverage that was available through the SCHIP and Medicaid programs.

Corkery Group for the CDC used a byline format by its expert to encourage readers of African-American newspapers to do their part to stop the AIDS epidemic by taking an HIV test.

RADIO & TV
Makovsky & Company for AMD Alliance International reached millions of listeners with this 60-second radio spot about Advanced Macular Degeneration.

The American Heart Association reached millions of viewers with this 60-second spot on food labels, offering a free shop Smart with Heart brochure through its hot line or its Web site.