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Assignment Objective:
Assist Interbrand Health in driving work streams to develop the brand
story and brand value proposition for a Fortune 500 packaged goods
manufacturer.
How We Succeeded:
KCHC led Interbrand Health’s team in providing account management
& strategic planning services to fulfill the client scope of
work. As a result, brand territories, the brand story and the final
brand value proposition, were delivered within a compressed timeline to
the client’s high satisfaction.
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Public
Relations Objective:
Educate young girls about smoking prevention and cessation to support
Pfizer’s two-year medical education grant we won on behalf of Dartmouth
Hitchcock Medical Center.
How We Succeeded:
The critical components of our creative strategy were educational and
interactive messages that spoke “with girls” and not “to girls”. To
generate the creative strategy and key messages, we forged discussions
about smoking with young girls residing in the high tobacco economies
of Bowling Green Kentucky and Bloomington Indiana and affiliated with
Girls, Inc. The discussions emerged through an impact workshop we
created which resulted in the girls writing letters to their family
members who smoked. Ultimately, Girls Inc was central to the formation
of an advisory board who advised us on the creation of the interactive
web site called The No Smoking Room (www.nosmokingroom.org).
The site is currently being evaluated at Dartmouth Hitchcock Medical
Center for its ability to prevent young girls from smoking. Further
creative development is underway to influence moms who smoke and to
connect them with this web site for their young daughters.
The case study was presented at the 2009 PRSA Health Academy Meeting in
Washington, DC
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Business Objective:
Create a pilot interactive high impact educational "talk show style"
video that would drive corporate sponsorship, ensure retention of
current members, and drive new members to this high profile healthcare
industry association. Obtain metrics to measure viability of video to
drive revenue.
How We Succeeded:
We developed a strong volunteer team within this pharmaceutical
industry association and worked with the 2008 Leadership Conference
team to identify, enroll and interview industry leaders as guests in
this "talk show style" video series. Through strong organizational and
collaborative team strategies, we secured key industry leaders from
Wyeth, Sanofi Aventis, King Pharmaceuticals, Eisai, Cephalon,
Genentech, and Abbott to provide their own "pearls of wisdom" based on
the Leadership Conference theme.
The series offers practical and relevant insights on what makes a
successful leader, the engaging commentary and candid conversations
contain "pearls of wisdom" that have driven viewership and assisted in
securing metrics for a 2010 business case.
In partnership with the leading pharmaceutical industry association
trade magazine, PharmaVoice, we merchandised the participants’ comments
in editorial and promoted the final produced 2-minute videos on the HBA
web site.
The 3-part video snippets are also on You Tube, with 187 other
non-competing organizations dedicated to building women leaders.
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Public
Relations Objective:
Create awareness and advocacy for a little
known and widely misunderstood women’s bladder condition: stress
urinary incontinence.
How We Succeeded:
KCHC broadened the discussion from one focused on urinary incontinence
to one that embraced the psychosocial impact of the condition on
women’s quality of life. The story was developed with real women and
their healthcare professionals (urologists and Ob/Gyns) in conversation
about how the condition impacts women’s lives, from sexuality to
fitness.
This pre-launch story was conveyed in an interactive health forum
attended by the top editors of women’s magazines as well as major
newspapers. We earned millions of consumer, health and medical trade
unbranded media impressions with key placements in the New
York Times, MORE Magazine and Good
Housekeeping, among others. We also garnered
trade media support in Urology and Ob-Gyn
Journals.
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