The Case
Most babies develop a natural resistance to respiratory syncitial virus (RSV), but the condition can be fatal to premature infants born with underdeveloped lungs and weakened
immune systems. Each year, RSV results in more than 126,000 hospitalizations and 2% of those children who are admitted die from RSV complications.
In 1995, the Gaithersburg, Md.-based biotech firm MedImmune hired PResence EURO RSCG to launch RespiGam, an intravenous, preventive treatment for RSV. Three years later, the
agency helped introduce a newer treatment, known as Synagis, upon its approval by the FDA. Synagis is a prophylaxis, meaning it can be administered via injection (as opposed to
infusion) in doctors' offices and outpatient clinics, thus cutting the cost and time commitment required for the prevention of RSV.
The Synagis launch campaign - a media blitz featuring the McCaughey septuplets (all of whom had been treated for RSV) - yielded more than 600 million media impressions in 1998
and 1999. This proved a tough act to follow. If MedImmune hoped to sustain the buzz about its new product, it would have to devise a new media strategy for 2000.
Prognosis
By the fall of 1999, MedImmune and PResence were back at the planning table. Although the launch campaign had garnered a windfall of press, parents remained seemingly unaware
of RSV's risks and were slow to seek out treatment for their newborns. The team renewed its commitment to educating parents and family members about the risks associated with RSV
- knowing they would have to coin a new angle so reporters wouldn't dismiss the latest round of pitches as old news.
To this end, a second media push and promotional tour focused specifically on inner-city families with high-risk children. Olympic gold medalist and WNBA star Sheryl Swoopes of
the Houston Comets was recruited as a spokeswoman for the new campaign, themed, "Take a Shot Against RSV."
"We were looking for an athlete - someone who epitomized health who was also a mom," says Ronna Lindner, a VP at PResence. "Sheryl has a superb reputation on and off the
court. Although her baby didn't have RSV, the story resonated with her."
Full Court Press
With Swoopes as their new peg, MedImmune and PResence began targeting national and key metro market daily newspapers and niche consumer magazines geared toward women, parents,
African Americans, the Hispanic community and fitness enthusiasts. Pediatric, neonatal and respiratory journals topped the list on the medical side.
For broadcast purposes, the team cut a VNR and radio news release featuring soundbites from a pediatric pulmonologist. Both packages outlined the risk factors and prevention
techniques for RSV. (The average VNR package costs a minimum of $20,000; audio news releases run around $3,500 to $5,500.) A two-column matte release distributed to community
newspapers similarly alerted readers about the disease and explained how to recognize warning signs.
Realizing that parents learning about the disease for the first time might
be alarmed, MedImmune established a Web site for more information aboutRSV (http://www.RSVprevention.com).
The company also leveraged a longstanding relationship with the advocacy organization
Mothers of Supertwins (MOST) and convinced the group to add an RSV section to
its site.
Where the Rubber Meets the Road
Laying the groundwork for a multi-city educational tour, PResence secured declarations of "RSV Awareness Week" by mayors in 19 key U.S. markets.
On Nov. 1 - at the start of flu/RSV season - MedImmune kicked off its "Take a Shot Against RSV" campaign in a joint press conference in Houston with the Texas Children's
Hospital. Swoopes then traveled to high school basketball games in New York, Chicago, Houston and LA, hosting fundraisers to benefit local neonatal intensive care units (NICUs).
A half-time contest challenged five girls at each school to shoot hoops to raise money for RSV prevention. Every successful foul shot earned an additional $500 for a local
NICU.
Swoopes also was featured in a PSA geared toward young mothers, and participated in a slew of one-on-one interviews with local and national media.
Final Score
In the end, the "Take a Shot" campaign couldn't compete with the original launch campaign for Synagis, but it took a strong second place, earning a respectable 460 million
media impressions. The PSA featuring Swoopes aired more than 7,200 times, logging $1.3 million worth of air time. The VNR garnered more than 120 telecasts and the radio
release aired 684 times.
The slam-dunk? Synagis logged fourth-quarter 1999 sales of $151 million - a 63% increase over the same time period in 1998. Analysts have since predicted that 2000 sales will
surpass $400 million.
(MedImmune, 301/417-0770; PResence EURO RSCG, 212/842-4222)
Media Highlights
Some choice locations where"Take a Shot Against RSV" scored ink and air time:
- The New York Times
- USA Today
- NBC's "Today" show.
- "Today New York"
- CBS "Early Show"
Facts & Stats
Campaign Time Frame: November 1999-April 2000 (the FDA has noted a rise in the number of RSV cases during these months).
Campaign Budget: Client would not disclose.
Major Players: Ronna Lindner, VP, PResence EURO RSCG; Abby Bronson, product director, MedImmune; Will Roberts, senior associate, I/R, MedImmune; Joe Kennedy, PR
consultant.
About MedImmune: Founded 1988 in Gaithersburg, Md. Posted second quarter 2000 net revenues of $29.5 million. Also develops treatments used in cancer and HIV/AIDS
therapies.
About PResence EURO RSCG: Founded 1994 in New York. Estimated 2000 billings: $3.5 million. Employees: 30. Range of healthcare expertise includes antivirals, AIDS/HIV,
anti-depressants, eye care, hematology, oncology, pediatrics and other fields. Clients include Bausch & Lomb, P&G, UCB Pharma and Cryogen.