Every flu season, consumers can tune into any local or national news station, pick up a newspaper or click onto the Internet and find stories about flu shots, flu prevention strategies and ways to combat the bug while down and out on the couch. Year after year, we're inundated with tales of new strains of the virus cropping up across the country.
One angle the media may be missing, however - and the focus of efforts by New York-based PR firm PResence Euro RSCG - is a deadly disease called RSV, or respiratory syncytial virus, which is one of the most contagious pediatric viruses affecting infants and which coincides with flu season each year.
RSV causes 90,000 hospitalizations and 4,500 deaths. It is the leading cause of pneumonia and bronchiolitis in infants. Premature babies are especially susceptible to RSV. The only preventative treatment available for RSV was RespiGam, manufactured by MedImmune, until seven months ago when the company launched Synagis - and a PR campaign to match.
The informational campaign aimed at parents, healthcare professionals and the press began in October to coincide with November-April RSV season.
"What we're trying to do more than anything is to create awareness about this disease," says Doris Astor, VP of PResence Euro RSCG.
The PR firm also worked with MedImmune in 1996 when it launched RespiGam, an IV drug that was the first preventative for RSV. Synagis, administered as a shot in the hip, replaces RespiGam.
Reeling in the Press
The PR firm created the VNR campaign and used several tactics to attract media attention. In addition to timing the campaign during the height of RSV season, it also coincided with a September article in Pediatrics about the drug's approval from the FDA in June. PResence did not pitch that article in Pediatrics, says Astor.
The McCaughey septuplets and their parents proved another effective news hook. The family appeared in a VNR and PSA to raise awareness about RSV in high-risk infants. This is the first time PResence used a celebrity and the idea proved fruitful. In fact, one of the septuplets, Alexis, is the most at risk for RSV because she has broncho pulmonary dysplasia (BPD).
Of course, the biggest media campaign hook was the debut of the new MedImmune product. Astor says in prior years, it was difficult to get the media to pay attention to RSV.
"Part of media doesn't realize that this is a story that needs to be reported every year," she says. "Part of our mission is to create awareness in that community."
Since the media is aiming toward the general public, it's easier for them to ignore RSV.
"The general population doesn't have premature babies, but everyone is at risk for the flu," Astor says.
The Media Pitch
The press kit, titled "RSV Prevention & Awareness For Parents of Premature Babies," was sent to about 300 newspapers, trade magazines, consumer magazines and 200-500 broadcasts outlets, according to Astor. PResence created three VNRs and a PSA, distributing them to national broadcast and cable networks and to local stations. The first VNR featured Texas Children's Hospital neonatologist Michael Speer. The second was based on a study by Pediatrics magazine on the effectiveness of Synagis. The third featured the McCaughey septuplets and their parents to announce that RSV season is here. The piece broke late October. The fourth VNR also incorporated a third-party spokesperson, Maureen Boyle, founder and executive director of Mothers of Super Twins. MOST is a non-profit organization that counsels families with triplets, quadruplets or other multiple births.
"Partnering with MOST was a relationship that made sense since most premature babies are multiples," says Astor.
The VNR also was released in conjunction with the first birthday of the McCaughey children, which generated further media attention. Working with the third-party advocacy groups also proved a worthwhile initiative for PResence, since Boyle is well-connected with the media. She has formed solid relationships with reporters during her 11 years with MOST.
"We are the organization the media will contact with questions about RSV," Boyle says.
Boyle's personal interest in RSV began 11 years ago when her own triplets contracted the disease. Although she works with reporters on a national level expressing her concerns about RSV, Boyle says she has never worked with a PR firm to promote a product.
Both Astor and Boyle said they were happy with the results of the campaign. They gauged the success of the program by media placements and national visibility. PResence received 62 million print impressions and 542 broadcast. Astor says she tracks how many media impressions they receive, but does not monitor the type of press coverage.
"Yes, we really would love to get product mention in every story, but mentioning RSV is the most important," Astor says.
She estimates that the VNR/PSA campaign generated the equivalent of more than $2 million in advertising. Since PResence was right on target with its $600,000 budget, Astor says the ROI on the campaign was excellent.
The McCaughey VNR generated more than 1,500 broadcasts and the campaign received coverage in publications such as Parents, American Baby, Parenting, Child, Baby Talk, CBS Radio Network, Twins, Alaska Parenting and Kids Magazine.
(Astor, 212/845-4202; Boyle, 516/859-1110)
PResence Euro RSCG
Founded: 1995
Headquarters: New York
Number of Employees: 22
Other Healthcare Clients: Bausch & Lomb, Pfizer, Biotech General, National Cancer Coalition Network and Proctor & Gamble.