Case Study: Healthcare work

Sanofi Kuala Lumpur, Malaysia

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.

Objectives Build media awareness and advocacy for Menactra Raise awareness of the unmet need for a vaccine that protects against

Invasive Meningococcal Disease Inform and educate appropriate publications through a press launch about

the benefits of Menactra Generate positive media coverage in Malaysia through a press launch Inform and educate the public about IMD and the benefits of Menactra

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. Media event with chosen KOL discussing IMD. Managing Director discussing Sanofi’s presence in Malaysia. Major publications and TV stations present. Substantial amount of coverage from both mainstream print, TV, and online media.

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.

Media Coverage Broadcast Print Online

Coverage Highlights My Child Malaysia – 18/7

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

Coverage Highlights

New Straits Times – 17/7

Coverage Highlights

Kosmo – 17/7

Sanofi: Menactra

Sanofi: Menactra

Coverage Highlights

Bernama – 17/7

Coverage Highlights

Bernama (Malay) – 17/7

Coverage Highlights

Sinar Harian – 17/7

Coverage Highlights

Borneo Post – 18/7

Coverage Highlights

Oananews.org – 18/7

Coverage Highlights

Sin Chew Jit Poh – 19/7

Coverage Highlights

Daily Express – 19/7

Coverage Highlights

My Child Malaysia – 20/7

Coverage Highlights

Lowyat.net – 10/7

Coverage Highlights

Parenthots – 11/7

Coverage Highlights

Malaysian Motherhood – 11/7

Coverage Highlights

Eventbrite – 11/7

Coverage Highlights

Scoop Asia – 11/7

Coverage Highlights

Social Vents – 11/7

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Eventful – 11/7

Coverage Highlights

Estherlke – 11/7

Coverage Highlights

Mywanderingstory – 25/7

Coverage Highlights

Mywanderingstory – 25/7

Coverage Highlights

Mywanderingstory – 25/7

Thank You