Total Communications System Inc. : a full-service independent public relations consulting firm

Helping to establish a self-help patient group

Challenge:

The number of potential patients is high, though the disease recognition among public is very low and only a small number visits for medical treatment. A foreign pharmaceutical company needs to develop and implement communications strategies to increase the public awareness of the disease.

Solution:

With establishment of self-help patient groups as the mainstream program, TOCS developed and implemented a strategic PR programs including celebrity endorsement consumer event, free inspection event and others. Due to TOCS extensive media outreach, all the news were widely and effectively distributed to and covered by influential media. Further, TOCS developed programs to help facilitate interaction with relevant government offices and associations to gain understanding for better formulation of the inspection system and that for specialty doctor education.

Results:

Recognition level of the disease increased to 80+% from merely the single digits over two-year campaign period, mainly due to substantial coverage gained including TV exposures. The number of those that visited doctors for treatment has visibly increased. Most importantly, inspection for early detection was for the first time introduced officially as part of local government initiatives.