Mobilizing an Online Community – Winner of 2014 Two PR News Digital Awards for Online Community and Facebook Communications
In an effort to fulfill an unmet support system need in the Fibromyalgia (FM) community, GCI Health launched the FibroCenter.com Facebook page, creating an engaging interactive online destination. The site provides new valuable FM information and resources on a consistent basis, encourages frequent visits over time and drives traffic back to FibroCenter.com. To date, the program has increased web traffic to the existing FibroCenter site by more than 20 percent and received 87,0000 page “Likes” reaching a total audience of more than 4,200,000 people, beating all original client expectations.
Inspiring Millennial Women to Make Their Mark on the World
GCI Health is leading an integrated consumer media program targeting women centered around a nationwide contest called Make Your Mark. The contest, which is hosted by a top women’s publication and sponsored by a new-to- market contraceptive, is focused on celebrating the unique and brave things women are doing to make their mark while inspiring others to do the same. A robust media program featured a celebrity spokesperson, who conducted 38 national and local broadcast, print and online interviews over three consecutive days as well as targeted social media promotion to encourage women to enter the contest. To date, the effort, which is ongoing, has reached an audience of more than 525 million and specifically brought the message to millennials through targeted placements on outlets such as Buzzfeed, People.com, Watch What Happens Live and Talk Stoop.
Reinforcing Brand Attributes to Prepare for Launch of a Generic
In an effort to showcase our client’s commitment to the glioblastoma multiforme (GBM) community as they were preparing for the only branded oral first-line chemotherapy to go off patent, GCI Health created “Moments that Matter.” We enlisted baseball legend Ron Darling, former Mets pitcher, teammate and close friend of Gary Carter, who recently died from GBM, as a well-known face to deliver key messages about how GBM affects patients and families, and the importance of building a support network. In addition to securing close to 53 million impressions in top-tier broadcast, print and online outlets including MSNBC, CNN, FoxNews, Oncology Times, and reaching over 550,000 people through social media channels, the initiative helped to strengthen relationships with our client and the key advocacy organizations in this space, The American Brain Tumor Association, National Brain Tumor Society, Voices Against Brain Cancer and the Gary Carter Foundation.
Closing Down Operations of a Key Manufacturing Facility – Finalist for 2014 SABRE Award (Crisis Communications)
For Ben Venue Labs, a large manufacturer of sterile injectables that had faced numerous challenges related to manufacturing in recent years, the difficult decision to cease production in its Bedford, Ohio manufacturing facility required a partner to ensure a tightly focused media footprint. The situation was complicated by several communications challenges: Ben Venue was Bedford’s largest employer, and the impact would extend far beyond the company and its employees; Ben Venue was the sole manufacturer of a number of critical medicines, and a decision to cease production could prompt supply interruptions of these drugs; and, the reputation of Ben Venue’s parent company could be impacted, possibly calling into question the availability of the company’s other products. To achieve the company’s objectives despite numerous challenges, Ben Venue and GCI Health took a controlled and targeted approach to communicating the decision to cease production. While past media coverage around manufacturing suspensions or supply interruptions generally was extensive – including widespread national, local and wire coverage – coverage of Ben Venue’s decision to wind down was more limited due, in part, to the tone of the communications, the company’s proactive approach and transparency. As important, Ben Venue’s Leadership Team received positive feedback from employees – those losing their jobs as a result of this decision – who stated that they felt they were being treated with respect. Also, within two to three weeks following the announcement, coverage of Ben Venue’s decision to cease production shifted from the closure to efforts by the company and local, state and federal legislators to identify solutions for the facility and employees, including a potential sale of the property. The tone of this coverage was more positive and focused more on the future of the facility and prospects for the city of Bedford.