The document outlines several case studies for healthcare PR campaigns by Sanofi and Galderma in Southeast Asia. The Sanofi campaign in Malaysia aimed to launch a new meningitis vaccine and raise awareness of the disease. Activities included media events with experts and sustained media outreach. The Essentiale liver supplement campaign in Singapore included radio interviews, media lunches, and online content to promote everyday use. The Galderma event at a dermatology conference in Hong Kong sought to introduce a new treatment for facial redness through a media showcase with regional experts and generate coverage across Asia Pacific markets.

1. Case Study:
Healthcare work

2. Sanofi
Kuala Lumpur, Malaysia

3. Campaign brief
Launch Menactra as the vaccine against IMD for patients 9 months
old and above.
Target audience:
• Young parents and new mothers
• Students
• Malaysians who travel regularly
• Medical professionals
Inform the general public about the need to take added precaution
since Malaysia and other tropical destinations (such as Middle East &
Africa) provide ideal conditions for the disease to spread silently.

4. Objectives
ü Build media awareness and advocacy for Menactra
ü Raise awareness of the unmet need for a vaccine that protects against
Invasive Meningococcal Disease
ü Inform and educate appropriate publications through a press launch about
the benefits of Menactra
ü Generate positive media coverage in Malaysia through a press launch
ü Inform and educate the public about IMD and the benefits of Menactra

5. Press Launch Concept
Highlight how quickly the disease can strike and its grave impact within 24
hours when a child has IMD.
The clock is the recurring theme in the press conference, with a banner
showing the early symptoms, classic symptoms, and late symptoms in each
section of the clock.
ü Media event with chosen KOL discussing IMD.
ü Managing Director discussing Sanofi’s presence in Malaysia.
ü Major publications and TV stations present.
ü Substantial amount of coverage from both mainstream print, TV, and online media.

6. Scope of Work
June to Aug 2013
• Tea with Dr Bravo - KOL discussed IMD to a select group of journalists as a
pre-launch informational session.
• Dr Musa on The Bigger Picture - KOL discussed IMD on BFM, a highly-
regarded radio station in Malaysia.
• Vaccine press launch - invited key media in KL where Dr Musa discussed IMD
and Menactra as an effective way to protect against the disease.
• Sustained media pitching – sustained PR pitching as a topic to health and
lifestyle media during and after the media launch.
• Seeding in media forums - agency will seed information about IMD to drive
awareness and consideration of a preventive mindset post launch.

7. Coverage Highlights
My Child Malaysia – 18/7

8. Coverage Highlights
NTV 7, The Breakfast Show – 22/7

9. Coverage Highlights
New Straits Times – 17/7

10. Coverage Highlights
Kosmo – 17/7

11. Sanofi: Menactra

12. Sanofi: Menactra

13. Coverage Highlights
Oananews.org – 18/7

14. Coverage Highlights
Sin Chew Jit Poh – 19/7

15. Coverage Highlights
Daily Express – 19/7

16. Coverage Highlights
My Child Malaysia – 20/7

17. Coverage Highlights
Lowyat.net – 10/7

18. Coverage Highlights
Parenthots – 11/7

19. Coverage Highlights
Malaysian Motherhood – 11/7

20. Coverage Highlights
Eventbrite – 11/7

21. Coverage Highlights
Social Vents – 11/7

22. Coverage Highlights
Eventful – 11/7

23. Coverage Highlights
Estherlke – 11/7

24. Coverage Highlights
Mywanderingstory – 25/7

25. Coverage Highlights
Mywanderingstory – 25/7

26. Coverage Highlights
Mywanderingstory – 25/7

27. Sanofi
Singapore

28. Sanofi: Essentiale
PR Campaign for Singapore
• Message development to encourage liver supplement as something for
everyday consumption to ensure vitality
• Prepared press materials for media distribution
• Radio shows – popular DJs engaged to talk about liver health issues and
preparing for the Christmas/holiday season
• Organised two interactive and informative media luncheon for spokesperson
and liver health doctor with media including bloggers
• Seed content on forums to share healthy lifestyle information
• Continuous media pitching to gain positive brand awareness and media
exposure – PR Value for TWO-month campaign SGD $170,000

29. Sanofi: Essentiale

30. Sanofi: Essentiale

31. Galderma
SoutheastAsia

32. • Leverage Galderma’s presence at theAsian Dermatological Conference in Hong
Kong to lay the foundation for a new product for the treatment of facial redness
• Recent prevalence of data on the disease in Japan, Korea and China a good kick-
off for media exposure
• Unique product - first in class, big unmet need
• Current issue is time lag between now and launch inAPAC, but good opportunity
to challenge lack of dynamism in the region (internal affiliates, regulators,
development people)
• Use this media event as a model for PR events globally, so this could become a
bigger project to provide PR expertise across other zones/markets ahead of, and
during product launch
• Raise awareness of ‘Brimonidine’ in the Healthcare Sector
The Brief

33. Objectives
ü Build media awareness and advocacy for Galderma and its portfolio
ü Raise awareness of the unmet need
ü Inform and educate appropriate publications on clinical developments for
patients with facial skin redness
ü Generate positive media coverage in the markets

34. Media Event Concept
Galderma presents a Knowledge Showcase for leading regional media to
share updates and innovations in the treatment for rosacea
ü Media event as part of theAsian Dermatological Conference
ü KOLs from USA, China and Singapore present new findings and market insights –
updates forAsian skin
ü “Ice-breaker” for meet the media with Galderma country heads

35. Attending Media
1. Daily Pharm – Korea
2. Australian Doctor & Dermatology Update –Australia
3. Headline Daily & Sing Tao Daily – Hong Kong
4. Popular Medicine & Health News – Shanghai China
5. Jian Kang Bao – Beijing China
6. Cosmopolitan magazine - Philippines

36. Scope of Work forAgency
• Liaison with venue for seminar, meeting room, and F&B requirements for the
media event
• Speaker liaison – coordinate material with KOLs and set up media interviews
• Meeting materials – holding slides, conference equipment, room set up
• Liaison, invitation and travel management for target media from across APAC
(airline bookings, accommodation, ground transportation, allowances, F&B, etc)
• On-site support, translation services
• Development of media material and preparation of press kits
• Set up media interviews
• Follow up with each of the media to provide clarification, additional material,
and to secure coverage

37. Coverage Highlights
Australian Doctor – 15 July 2013

38. Coverage Highlights
Daily Pharm – 16 July 2013

39. Coverage Highlights
Headline Daily 30 August 2013
Sing Tao Daily 30 August 2013

40. Coverage Highlights
Popular Medicine September 2013
Health News 8 August 2013

41. Coverage Highlights
Popular Medicine- mobile edition
September 2013

42. Thank You