Healthcare

Today’s healthcare industry is undergoing significant changes. Healthcare costs are up, R&D investments are down, and regulatory oversight is on the rise. Combined with a communications landscape that demands authentic, real-time engagement, today’s brands and organizations deserve a partner that can anticipate change and convert market challenges into ownable opportunities.  
 
Our award-winning Coyne Health group delivers full-service strategic, creative and multi-channel engagement solutions across the spectrum of healthcare including, health & wellness, medical & science, and advocacy & cause.  Using our proprietary strategic planning model, ActivationHealth we drive activation for industry-leading healthcare businesses, brands and services.
 
Notably, our seasoned, insight-driven team creates breakthrough programs that deliver measurable outcomes against a brand’s business goals, while navigating clients through the rapidly-changing marketplace. Come explore the healthy side of Coyne.

Pacira Pharmaceuticals

Issue: Annually, more than 70 million postsurgical patients are prescribed opioids, and a new survey – conducted by Pacira Pharmaceuticals – revealed that one in 10 patients became addicted or dependent on these medications following surgery.  To address this national epidemic, Pacira Pharmaceuticals and the American Society for Enhanced Recovery partnered on a national education campaign called “Choices Matter,” which is designed to educate and empower patients to proactively discuss postsurgical pain management, including non-opioid options, with their surgeons.

Idea: The year-long campaign, which launched in August, features Gabby Reece (former athlete and broadcast personality), whose recent knee replacement operation has made this a personal issue, and sports medicine surgeon Dr. Scott Sigman (Team Physician for the U.S. Ski Jump Team, former Chief of Orthopedics at Lowell General Hospital and Appointee of Governor Baker’s (MA) Commission to Examine the Feasibility of Establishing a Pain Management Access Program). The program included a national study of consumers and physicians and a non-branded consumer website called www.planagainstpain.com as a resource to educate consumers and provide tools to drive a dialogue with their physician.

Impact: In the first two weeks following launch, the team secured more than 103 traditional and social media placements resulting in more than 355 million media impressions. Highlights to date include USA Today, Good Day New York, Inc. Magazine, Reuters TV, AOL Sports, U.S. News & World Report, CNBC-TV, Doctors Radio on Sirius XM, Self.com, Yahoo, and CBS New York (Dr. Max Gomez feature). Most importantly, Pacira is receiving tremendous feedback on the program from both patients and current/potential customers who are lauding the campaign. In fact, one patient wrote that after hearing Gabby’s story, she was motivated to stop taking opioids after relying on them for 11 weeks following a total knee replacement.

Choices Matter

Issue: Annually, more than 70 million postsurgical patients are prescribed opioids, and a new survey – conducted by Pacira Pharmaceuticals – revealed that one in 10 patients became addicted or dependent on these medications following surgery.  To address this national epidemic, Pacira Pharmaceuticals and the American Society for Enhanced Recovery partnered on a national education campaign called “Choices Matter,” which is designed to educate and empower patients to proactively discuss postsurgical pain management, including non-opioid options, with their surgeons.

Idea: The year-long campaign, which launched in August, features Gabby Reece (former athlete and broadcast personality), whose recent knee replacement operation has made this a personal issue, and sports medicine surgeon Dr. Scott Sigman (Team Physician for the U.S. Ski Jump Team, former Chief of Orthopedics at Lowell General Hospital and Appointee of Governor Baker’s (MA) Commission to Examine the Feasibility of Establishing a Pain Management Access Program). The program included a national study of consumers and physicians and a non-branded consumer website called www.planagainstpain.com as a resource to educate consumers and provide tools to drive a dialogue with their physician.

Impact: In the first two weeks following launch, the team secured more than 103 traditional and social media placements resulting in more than 355 million media impressions. Highlights to date include USA Today, Good Day New York, Inc. Magazine, Reuters TV, AOL Sports, U.S. News & World Report, CNBC-TV, Doctors Radio on Sirius XM, Self.com, Yahoo, and CBS New York (Dr. Max Gomez feature). Most importantly, Pacira is receiving tremendous feedback on the program from both patients and current/potential customers who are lauding the campaign. In fact, one patient wrote that after hearing Gabby’s story, she was motivated to stop taking opioids after relying on them for 11 weeks following a total knee replacement.

Intarcia

Issue: Nearly 30 million Americans suffer from type 2 diabetes (T2D), yet less than 50 percent of all patients with diabetes are at target blood sugar levels despite the availability of nearly 40 new pills and injections introduced in the last 10 years alone. Much of the issue ties back to poor adherence as patients aren’t taking the medications they need, when they need them. Intarcia Therapeutics tapped Coyne along with Wholepoint Communications to manage internal and external communications for Intarcia and its novel, investigational product for T2D.

Idea: Coyne is employing a holistic, multi-channel communications program aimed at educating the marketplace about poor control and adherence in T2D, and the need for new novel treatment approaches. External communications includes advocacy development, data and financial milestone management and social media strategies. Internal communications includes the introduction and management of the company’s Intranet and other employee-engagement programs.

Impact: These initiatives are successfully laying the groundwork for a fundamental change in how the community approaches the treatment of T2D. Media highlights include Boston Business Journal, Bloomberg, Fortune, and the Wall Street Journal that help enhance Intarcia’s profile as a potential “game changer” in the T2D space.

Changing Expectations in the Management of T2D

Issue: Nearly 30 million Americans suffer from type 2 diabetes (T2D), yet less than 50 percent of all patients with diabetes are at target blood sugar levels despite the availability of nearly 40 new pills and injections introduced in the last 10 years alone. Much of the issue ties back to poor adherence as patients aren’t taking the medications they need, when they need them. Intarcia Therapeutics tapped Coyne along with Wholepoint Communications to manage internal and external communications for Intarcia and its novel, investigational product for T2D.

Idea: Coyne is employing a holistic, multi-channel communications program aimed at educating the marketplace about poor control and adherence in T2D, and the need for new novel treatment approaches. External communications includes advocacy development, data and financial milestone management and social media strategies. Internal communications includes the introduction and management of the company’s Intranet and other employee-engagement programs.

Impact: These initiatives are successfully laying the groundwork for a fundamental change in how the community approaches the treatment of T2D. Media highlights include Boston Business Journal, Bloomberg, Fortune, and the Wall Street Journal that help enhance Intarcia’s profile as a potential “game changer” in the T2D space.

Pfizer

Issue: With the wide-spread messages (and germs!) surrounding cold, cough, and flu season, Pfizer Pediatric Products (Children’s Advil®, Children’s Dimetapp®, Children’s Robitussin®) tasked Coyne with engaging key influencers to generate original and authentic content from “real moms” about the realities they face as parents, especially when sick gets real.

Idea: Leveraging strong relationships with online mom influencers, Coyne recommended engaging moms who have children in the Pfizer Pediatric product age-range to co-create original content that the brand could leverage on their Children’s Advil® and Sick just got real.™ social channels. Content, including videos, photos, and product testimonials, would showcase authentic voices of parenthood in a way that would relate to moms beyond the brand’s product messaging, enforcing how the Pfizer Pediatric products are there to support mom when times get tough.

Impact: From “mom confessions” to tips & tricks for surviving cold and cough season, bloggers have provided a variety of content on their blogs and social channels for usage on the Pfizer Pediatric websites and social media pages. With plans to extend partnerships with key influencers throughout the year, Pfizer Pediatrics Products has already garnered more than 14.5 million impressions to-date, and will continue to stay top-of-mind for moms through the creation and sharing of relatable content. 

SICK JUST GOT REAL.™ PFIZER PEDIATRIC UNDERSTANDS

Issue: With the wide-spread messages (and germs!) surrounding cold, cough, and flu season, Pfizer Pediatric Products (Children’s Advil®, Children’s Dimetapp®, Children’s Robitussin®) tasked Coyne with engaging key influencers to generate original and authentic content from “real moms” about the realities they face as parents, especially when sick gets real.

Idea: Leveraging strong relationships with online mom influencers, Coyne recommended engaging moms who have children in the Pfizer Pediatric product age-range to co-create original content that the brand could leverage on their Children’s Advil® and Sick just got real.™ social channels. Content, including videos, photos, and product testimonials, would showcase authentic voices of parenthood in a way that would relate to moms beyond the brand’s product messaging, enforcing how the Pfizer Pediatric products are there to support mom when times get tough.

Impact: From “mom confessions” to tips & tricks for surviving cold and cough season, bloggers have provided a variety of content on their blogs and social channels for usage on the Pfizer Pediatric websites and social media pages. With plans to extend partnerships with key influencers throughout the year, Pfizer Pediatrics Products has already garnered more than 14.5 million impressions to-date, and will continue to stay top-of-mind for moms through the creation and sharing of relatable content. 

Christopher & Dana Reeve Foundation

Issue: Paralysis caused by spinal cord injury (SCI) is a life-altering injury with complications that can be both difficult to relay, and difficult to encourage an audience to relate to. The Christopher & Dana Reeve Foundation sought to educate the public about SCI and create a sense of urgency at a time when the community was on the verge of a major scientific and medical breakthrough.

Idea:  Coyne used a truly integrated approach to make the condition matter, bridging the gap between medicine and emotion and bringing to life a compelling story encouraged donor support of an SCI research breakthrough. Digital, social, and traditional PR channels worked together to spread a message of hope and urgency, seeding components of key stories and messaging to ultimately drive traffic to ReeveBigIdea.org for donation conversion.

Impact: The integrated approach is a major success, telling a comprehensive story that has taken media coverage and social buzz to an all-time high for the organization. Of particular note, the campaign’s Twitter support featured celebrities including Jerry Seinfeld, Barbara Walters and Kevin Spacey increasing reach and directing followers to ReeveBigIdea.org.

Highly engaged users continue to interact with the experiential, informative and rich website content and pledge their dollars to the cause, joining the Reeve communications database and community in the process. The Big Idea campaign has so far raised more than $8 million.

The Big Idea

Issue: Paralysis caused by spinal cord injury (SCI) is a life-altering injury with complications that can be both difficult to relay, and difficult to encourage an audience to relate to. The Christopher & Dana Reeve Foundation sought to educate the public about SCI and create a sense of urgency at a time when the community was on the verge of a major scientific and medical breakthrough.

Idea:  Coyne used a truly integrated approach to make the condition matter, bridging the gap between medicine and emotion and bringing to life a compelling story encouraged donor support of an SCI research breakthrough. Digital, social, and traditional PR channels worked together to spread a message of hope and urgency, seeding components of key stories and messaging to ultimately drive traffic to ReeveBigIdea.org for donation conversion.

Impact: The integrated approach is a major success, telling a comprehensive story that has taken media coverage and social buzz to an all-time high for the organization. Of particular note, the campaign’s Twitter support featured celebrities including Jerry Seinfeld, Barbara Walters and Kevin Spacey increasing reach and directing followers to ReeveBigIdea.org.

Highly engaged users continue to interact with the experiential, informative and rich website content and pledge their dollars to the cause, joining the Reeve communications database and community in the process. The Big Idea campaign has so far raised more than $8 million.

Breastcancer.org

Issue: Breastcancer.org (BCO) – the world’s most-trafficked online resource for breast cancer and breast health information turned to Coyne to create a public service announcement (PSA) that would spread a message of prevention during Breast Cancer Awareness Month and drive traffic to their website. Each year BCO tackles thousands of questions like, “Can you prevent breast cancer? Is all breast cancer hereditary? Could your bra or type of deodorant cause breast cancer?” BCO seized an opportunity during October to educate a broader audience on breast cancer myths and facts.

Idea: Research showed that women have many misconceptions about breast cancer risk factors. To counter that misinformation, the PSA spoke to women about breast cancer risks and prevention in a direct, conversational and non-threatening way, using light-hearted, disarming imagery and music while maintaining a simple message. Comcast was selected as the exclusive media partner to distribute the PSA in September through mid-November. The PSA was also made available in Spanish to reach the Hispanic and Latino population.  To further promote the message, BCO featured the PSA on its homepage and distributed it via the organization’s social channels. The main call-to-action was to visit the BCO website to learn about reducing breast cancer risks.

Impact: The PSA exceeded expectations for expanding the organization’s reach, increasing website traffic and educating women on breast cancer risks. During the six-week period (September-November), the PSA aired more than 475,000 times across Comcast’s network. October 2014 was the most heavily-trafficked month for Breastcancer.org since the website launched 14 years ago – receiving 2 million visits (64 percent increase in traffic compared to October 2013). Page views on the site increased 16 percent and 90 percent of visitors engaged with content related to reducing breast cancer risks.

 

An Eye-catching PSA Brings Awareness to Breast Health and Breastcancer.org

Issue: Breastcancer.org (BCO) – the world’s most-trafficked online resource for breast cancer and breast health information turned to Coyne to create a public service announcement (PSA) that would spread a message of prevention during Breast Cancer Awareness Month and drive traffic to their website. Each year BCO tackles thousands of questions like, “Can you prevent breast cancer? Is all breast cancer hereditary? Could your bra or type of deodorant cause breast cancer?” BCO seized an opportunity during October to educate a broader audience on breast cancer myths and facts.

Idea: Research showed that women have many misconceptions about breast cancer risk factors. To counter that misinformation, the PSA spoke to women about breast cancer risks and prevention in a direct, conversational and non-threatening way, using light-hearted, disarming imagery and music while maintaining a simple message. Comcast was selected as the exclusive media partner to distribute the PSA in September through mid-November. The PSA was also made available in Spanish to reach the Hispanic and Latino population.  To further promote the message, BCO featured the PSA on its homepage and distributed it via the organization’s social channels. The main call-to-action was to visit the BCO website to learn about reducing breast cancer risks.

Impact: The PSA exceeded expectations for expanding the organization’s reach, increasing website traffic and educating women on breast cancer risks. During the six-week period (September-November), the PSA aired more than 475,000 times across Comcast’s network. October 2014 was the most heavily-trafficked month for Breastcancer.org since the website launched 14 years ago – receiving 2 million visits (64 percent increase in traffic compared to October 2013). Page views on the site increased 16 percent and 90 percent of visitors engaged with content related to reducing breast cancer risks.

 

BD

Issue: Becton Dickinson (BD) – a global leading medical technology company – looked to Coyne PR to make a splash for the BD AutoShield Duo pen needle, an innovative technology for people with diabetes who inject medication.

Idea: Playing on the “duo” aspect of the product’s attributes, the campaign focused on encouraging patients to work with a diabetes educator to simplify their lives. We partnered with a credible expert, Tami Ross, and launched with a satellite media tour followed by press interviews and desk sides in New York City. The product landing page offered a reduced co-pay to drive uptake. The team also coordinated BD’s first influencer event at which BD hosted leading diabetes bloggers and though leaders to build stronger connections and share product details in a day long learning session.

Impact: The campaign successfully spread the word about the new product to diabetes influencers and consumer audiences across the country with 162 SMT airings and 792 radio spots. Thought leaders applauded BD’s event in 27 original posts reaching over 168,000 members of the diabetes online community. Overall, the product enjoyed 972 placements and 28.4 million impressions.

BD Medical Launches Diabetes Product

Issue: Becton Dickinson (BD) – a global leading medical technology company – looked to Coyne PR to make a splash for the BD AutoShield Duo pen needle, an innovative technology for people with diabetes who inject medication.

Idea: Playing on the “duo” aspect of the product’s attributes, the campaign focused on encouraging patients to work with a diabetes educator to simplify their lives. We partnered with a credible expert, Tami Ross, and launched with a satellite media tour followed by press interviews and desk sides in New York City. The product landing page offered a reduced co-pay to drive uptake. The team also coordinated BD’s first influencer event at which BD hosted leading diabetes bloggers and though leaders to build stronger connections and share product details in a day long learning session.

Impact: The campaign successfully spread the word about the new product to diabetes influencers and consumer audiences across the country with 162 SMT airings and 792 radio spots. Thought leaders applauded BD’s event in 27 original posts reaching over 168,000 members of the diabetes online community. Overall, the product enjoyed 972 placements and 28.4 million impressions.

Humana

Issue: Every two years, more than 10,000 athletes age 50 and up compete in the National Senior Games. However, the Games are neither broadcast nor advertised and millions of boomers and seniors who could benefit from getting involved are unaware the Games exist.  As the presenting sponsor of the National Senior Games, health and well-being company Humana wanted to show the country that staying fit and athletic is achievable at all ages and abilities.

Idea: The team sought to inspire Americans age 50 and up through an integrated mix of traditional PR, social and digital strategies incorporating earned, paid and owned media. Coyne produced a video featuring Senior Games athletes running, jumping, volleying and dribbling through the Mall of America, expressing their youthful spirit and athleticism. The video launched on Humana’s Facebook, Twitter and YouTube channels to drive national excitement ahead of the Games, supplemented by a social media advertising campaign to maximize reach and engagement.

Impact: Captivating, motivational and shareable content yielded impressive social and digital media engagement, including: 10 million organic Facebook impressions; 530,000 organic Twitter impressions; and 650,000 “Mall Walker” video views – all during just a sixth month period. The team garnered 1,530 traditional media placements for 144.3 million impressions including Weekend TODAY, Today.com, ESPN SportsCenter Top 10. Local coverage spanned feature articles in key growth markets including The Advocate, Times Picayune, San Antonio Express News and multiple TV segments in Chicago, Minneaplis, Knoxville and Louisville. Additionally, a Humana brand survey of approximately 1,500 individuals age 65+ showed that, during the Games, Humana performance indicators improved in the areas of brand differentiation, value and corporate expertise.

Seniors Get Social with Humana & National Senior Games

Issue: Every two years, more than 10,000 athletes age 50 and up compete in the National Senior Games. However, the Games are neither broadcast nor advertised and millions of boomers and seniors who could benefit from getting involved are unaware the Games exist.  As the presenting sponsor of the National Senior Games, health and well-being company Humana wanted to show the country that staying fit and athletic is achievable at all ages and abilities.

Idea: The team sought to inspire Americans age 50 and up through an integrated mix of traditional PR, social and digital strategies incorporating earned, paid and owned media. Coyne produced a video featuring Senior Games athletes running, jumping, volleying and dribbling through the Mall of America, expressing their youthful spirit and athleticism. The video launched on Humana’s Facebook, Twitter and YouTube channels to drive national excitement ahead of the Games, supplemented by a social media advertising campaign to maximize reach and engagement.

Impact: Captivating, motivational and shareable content yielded impressive social and digital media engagement, including: 10 million organic Facebook impressions; 530,000 organic Twitter impressions; and 650,000 “Mall Walker” video views – all during just a sixth month period. The team garnered 1,530 traditional media placements for 144.3 million impressions including Weekend TODAY, Today.com, ESPN SportsCenter Top 10. Local coverage spanned feature articles in key growth markets including The Advocate, Times Picayune, San Antonio Express News and multiple TV segments in Chicago, Minneaplis, Knoxville and Louisville. Additionally, a Humana brand survey of approximately 1,500 individuals age 65+ showed that, during the Games, Humana performance indicators improved in the areas of brand differentiation, value and corporate expertise.

Shionogi

Issue: Shionogi challenged Coyne PR to drive brand visibility by educating women about moderate-to-severe painful sex after menopause and motivating women to talk to their doctors about Osphena.

Idea: Develop a multi-channel call-to-action campaign leveraging the natural news hook of Valentine’s Day to discuss the issue of painful sex after menopause and drive Osphena messaging among women 50+ nationally, locally and online. Coyne inspired and activated women 50+ with information through targeted media partnerships, a national mixed media tour with women’s health expert, Dr. Donnica Moore, and a dedicated landing page.

Impact: The campaign delivered more than 18.2 million media impressions in just six weeks, including top-tier radio and online coverage to key audiences. The special PR campaign landing page received more than 11,000 unique page views where visitors learned about the condition, Osphena as a treatment option and were encouraged to speak with their physicians and download a savings card.  

Empowering Women 50+

Issue: Shionogi challenged Coyne PR to drive brand visibility by educating women about moderate-to-severe painful sex after menopause and motivating women to talk to their doctors about Osphena.

Idea: Develop a multi-channel call-to-action campaign leveraging the natural news hook of Valentine’s Day to discuss the issue of painful sex after menopause and drive Osphena messaging among women 50+ nationally, locally and online. Coyne inspired and activated women 50+ with information through targeted media partnerships, a national mixed media tour with women’s health expert, Dr. Donnica Moore, and a dedicated landing page.

Impact: The campaign delivered more than 18.2 million media impressions in just six weeks, including top-tier radio and online coverage to key audiences. The special PR campaign landing page received more than 11,000 unique page views where visitors learned about the condition, Osphena as a treatment option and were encouraged to speak with their physicians and download a savings card.  

Christopher and Dana Reeve Foundation

Issue: The CDRF charged Coyne PR with generating widespread media coverage for a new study that supports their mission to cure spinal cord injuries. The research, which was published in the April 8th issue of medical journal Brain, found that four young men who have been paralyzed for years, achieved groundbreaking progress – moving their legs – as a result of epidural electrical stimulation of the spinal cord. The epidural stimulation process mimics signals the brain normally transmits to initiate movement and re-engages the spinal cord with its neural network to control and direct muscle movements.

Idea: Working with researchers at the University of Louisville, UCLA, National Institutes of Health and the Pavlov Institute of Physiology, Coyne PR executed a campaign that not only generated international media, but also provided hope to the nearly six million people living with paralysis.

Impact: Coverage highlights to date include: front page of USA Today, the Associated Press, Reuters, The Wall Street Journal, LA Times, TODAY, CNN, World News Tonight, NCB Nightly News, CBS Evening News, NPR, Time Magazine, HealthDay, MedPage Today, WebMD, Mashable, PSFK, AOL.com, New Scientist; international press such as BBC, The Daily Mail and La Monde, a French newspaper; stories featured on the homepage of leading sites including MSN, Google News, CNN, Yahoo! News and MedPage Today; and extensive social media pick-up, including USA Today’s Facebook post on the study being shared more than 1,000 times! As a result of the extensive media, the University of Louisville was flooded with inquiries from those living with paralysis on how they, too, could receive epidural stimulation, and the number of visitors to the Reeve Foundation’s website, ChristopherReeve.org, more than doubled on the day of the launch.

Sparking a Movement for Paralysis

Issue: The CDRF charged Coyne PR with generating widespread media coverage for a new study that supports their mission to cure spinal cord injuries. The research, which was published in the April 8th issue of medical journal Brain, found that four young men who have been paralyzed for years, achieved groundbreaking progress – moving their legs – as a result of epidural electrical stimulation of the spinal cord. The epidural stimulation process mimics signals the brain normally transmits to initiate movement and re-engages the spinal cord with its neural network to control and direct muscle movements.

Idea: Working with researchers at the University of Louisville, UCLA, National Institutes of Health and the Pavlov Institute of Physiology, Coyne PR executed a campaign that not only generated international media, but also provided hope to the nearly six million people living with paralysis.

Impact: Coverage highlights to date include: front page of USA Today, the Associated Press, Reuters, The Wall Street Journal, LA Times, TODAY, CNN, World News Tonight, NCB Nightly News, CBS Evening News, NPR, Time Magazine, HealthDay, MedPage Today, WebMD, Mashable, PSFK, AOL.com, New Scientist; international press such as BBC, The Daily Mail and La Monde, a French newspaper; stories featured on the homepage of leading sites including MSN, Google News, CNN, Yahoo! News and MedPage Today; and extensive social media pick-up, including USA Today’s Facebook post on the study being shared more than 1,000 times! As a result of the extensive media, the University of Louisville was flooded with inquiries from those living with paralysis on how they, too, could receive epidural stimulation, and the number of visitors to the Reeve Foundation’s website, ChristopherReeve.org, more than doubled on the day of the launch.

Children's Advil

Issue: Children’s Advil turned to Coyne PR to create an aggressive, high impact, and quickly executable media campaign at a time when competitors were off shelf that not only established the brand as the authority on fever relief by keeping fevers down for 8-hours, but was truly sustainable throughout the cold and flu season.

Idea: Coyne PR created the “8-Hour Fever Relief” program, a multi-tier, branded initiative to confront confidence issues parents have in dealing with fevers, while providing them with the guidance they need to help kids get back to feeling like kids again.  The crux of the campaign was centered on new national data from parents and pediatricians to establish the issue and set the stage for Children’s Advil as a fever relief authority. 

Impact: The Children’s Advil “8-Hour Fever Relief” program enhanced online and offline conversation, generating more than 300 million media impressions.  The brand’s market share grew by 11% in just six weeks, from 15.1 to 16.8 and elevated the brand to “#1 selling” status in the category to a full year of retail sales.  Additionally, the PR campaign helped drive the brand’s highest factory sales month ever and contributed to the brand more than doubling factory sales versus the year prior. 

Dose of Fever Relief for Parents

Issue: Children’s Advil turned to Coyne PR to create an aggressive, high impact, and quickly executable media campaign at a time when competitors were off shelf that not only established the brand as the authority on fever relief by keeping fevers down for 8-hours, but was truly sustainable throughout the cold and flu season.

Idea: Coyne PR created the “8-Hour Fever Relief” program, a multi-tier, branded initiative to confront confidence issues parents have in dealing with fevers, while providing them with the guidance they need to help kids get back to feeling like kids again.  The crux of the campaign was centered on new national data from parents and pediatricians to establish the issue and set the stage for Children’s Advil as a fever relief authority. 

Impact: The Children’s Advil “8-Hour Fever Relief” program enhanced online and offline conversation, generating more than 300 million media impressions.  The brand’s market share grew by 11% in just six weeks, from 15.1 to 16.8 and elevated the brand to “#1 selling” status in the category to a full year of retail sales.  Additionally, the PR campaign helped drive the brand’s highest factory sales month ever and contributed to the brand more than doubling factory sales versus the year prior. 

Express Scripts

Issue: Express Scripts (formerly Medco) tapped Coyne PR to drive brand visibility and leadership in the crowded national healthcare conversation on the issues affecting prescription drug costs and care.

Idea: The strategy leveraged Express Scripts data to create a series of proprietary branded research reports on high profile prescription drug topics such as drug costs, personalized medicine, chronic disease, behavioral health and pediatric medication trends.  The reports were released to media and supported with strategic partnerships with key third-party organizations including clients, clinical organizations such as the American Academy of Pediatrics, and consumer advocacy groups such as the National Consumers League.
 
Impact: The campaign delivered more than 1 billion media impressions annually, increased media favorability and helped drive positive customer satisfaction to more than 90 percent.

Leveraging Data to Drive B-to-B Brand Leadership

Issue: Express Scripts (formerly Medco) tapped Coyne PR to drive brand visibility and leadership in the crowded national healthcare conversation on the issues affecting prescription drug costs and care.

Idea: The strategy leveraged Express Scripts data to create a series of proprietary branded research reports on high profile prescription drug topics such as drug costs, personalized medicine, chronic disease, behavioral health and pediatric medication trends.  The reports were released to media and supported with strategic partnerships with key third-party organizations including clients, clinical organizations such as the American Academy of Pediatrics, and consumer advocacy groups such as the National Consumers League.
 
Impact: The campaign delivered more than 1 billion media impressions annually, increased media favorability and helped drive positive customer satisfaction to more than 90 percent.

Christopher and Dana Reeve Foundation

Issue: The Christopher & Dana Reeve Foundation is a national non-profit organization dedicated to curing spinal cord injuries (SCI) and funding innovative research. The foundation’s leadership has been challenged to sustain awareness for the organization without the benefit of the presence of the individuals after whom it is named, and called on Coyne PR to increase attention for the non-profit .

Idea: To leverage existing news, as well as to establish a framework for releasing “new news,” the Coyne team created a media strategy designed to put focus on the organization, versus the individuals who passed away. The strategy was broken out into three areas:  Leading the Foundation; Spearheading SCI Research; and Relaying Human Interest, via those currently living with SCI.

Impact: Placements included the Today Show, Fox & Friends, the Joan Hamburg Show, the Wall Street Journal, Star-Ledger, Star Tribune and more than 100 blog posts.   

Telling Stories of Hope, Courage and Perseverance

Issue: The Christopher & Dana Reeve Foundation is a national non-profit organization dedicated to curing spinal cord injuries (SCI) and funding innovative research. The foundation’s leadership has been challenged to sustain awareness for the organization without the benefit of the presence of the individuals after whom it is named, and called on Coyne PR to increase attention for the non-profit .

Idea: To leverage existing news, as well as to establish a framework for releasing “new news,” the Coyne team created a media strategy designed to put focus on the organization, versus the individuals who passed away. The strategy was broken out into three areas:  Leading the Foundation; Spearheading SCI Research; and Relaying Human Interest, via those currently living with SCI.

Impact: Placements included the Today Show, Fox & Friends, the Joan Hamburg Show, the Wall Street Journal, Star-Ledger, Star Tribune and more than 100 blog posts.   

Humana

Issue: Again, Humana turned to Coyne to generate another successful campaign for the 2012 Freewheelin event at the Republic and Democratic Conventions.

Idea: This time Freewheelin would re-invent itself into a nine-person, people-powered pedal bus – or “bus-cycle.” Twenty buses would be provided to each city – Tampa for the Republican National Convention (RNC) and Charlotte for the Democratic National Convention (DNC) – for free use by convention-goers during the convention weeks. Approximately three weeks prior to the conventions, Coyne arranged for a press conference in each host city to announce the arrival of Freewheelin. Lastly, Coyne and Humana each sent their in-house PR delegations to both the RNC and DNC to manage the events themselves, focusing outreach efforts on engaging with some of the 15,000 credentialed media on the conventions’ grounds. Social media was critical to the campaign, from Facebook to Twitter, from Flickr to Foursquare – all complemented by the production of short videos to showcase the Freewheelin experience on YouTube.

Impact: Freewheelin was a huge hit, garnering over 124 million media impressions. Social media hit big too, with 546 tweets, nearly 400 Facebook posts and the production and posting of seven videos to the Freewheelin YouTube page. Further testament to the program’s success, Freewheelers collectively took 2,583 rides – totaling 1,849 miles – or, the approximate distance between Tampa and Charlotte…three times over!

Pedaling Toward Better Health

Issue: Again, Humana turned to Coyne to generate another successful campaign for the 2012 Freewheelin event at the Republic and Democratic Conventions.

Idea: This time Freewheelin would re-invent itself into a nine-person, people-powered pedal bus – or “bus-cycle.” Twenty buses would be provided to each city – Tampa for the Republican National Convention (RNC) and Charlotte for the Democratic National Convention (DNC) – for free use by convention-goers during the convention weeks. Approximately three weeks prior to the conventions, Coyne arranged for a press conference in each host city to announce the arrival of Freewheelin. Lastly, Coyne and Humana each sent their in-house PR delegations to both the RNC and DNC to manage the events themselves, focusing outreach efforts on engaging with some of the 15,000 credentialed media on the conventions’ grounds. Social media was critical to the campaign, from Facebook to Twitter, from Flickr to Foursquare – all complemented by the production of short videos to showcase the Freewheelin experience on YouTube.

Impact: Freewheelin was a huge hit, garnering over 124 million media impressions. Social media hit big too, with 546 tweets, nearly 400 Facebook posts and the production and posting of seven videos to the Freewheelin YouTube page. Further testament to the program’s success, Freewheelers collectively took 2,583 rides – totaling 1,849 miles – or, the approximate distance between Tampa and Charlotte…three times over!

Pfizer Legal Alliance

Issue: The Pfizer Legal Alliance (PLA) was created in 2009, as a global partnership between Pfizer and 19 law firms aimed to transform the way legal services are delivered and valued. The PLA challenged Coyne PR with creating a sustainable model that operated efficiently and improved productivity, all the while developing innovative approaches to the practice of law. An underlying critical component to this was the ability to capture and communicate PLA value messages to firms in the absence of the traditional billable hour to maintain firm loyalty and morale.

Idea: Coyne PR created a communications strategy built on the idea of fostering trust and collaboration within the Alliance and from which the team could showcase the advantages of PLA to external stakeholders. A renewed focus on external communications began in Q4 after internal initiatives were launched. Through the program the agency helped improve operational infrastructure by enhancing the quality and frequency of Alliance communications, inspire Alliance cohesiveness through relevant engagement opportunities that deliver value and ignite external visibility for Alliance that supports the message of partnership and value advantage

Impact: Coyne PR identified and engaged liaisons at each of the Alliance firms and held quarterly calls to assess news to share and opportunities to communicate news; launched website and supported registration of more than 700 PLA members; driven stories with Chief Executive magazine, Harvard Business Review, Inside Counsel, LMG Life Science, and helped secure award recognitions -- ACC Value Champion (Association of Corporate Counsel) and Law 360 all focused on the value proposition; and gained favorable feedback and understanding on the PLA among key members of the Alliance.

Defining Value Beyond the Billable Hour

Issue: The Pfizer Legal Alliance (PLA) was created in 2009, as a global partnership between Pfizer and 19 law firms aimed to transform the way legal services are delivered and valued. The PLA challenged Coyne PR with creating a sustainable model that operated efficiently and improved productivity, all the while developing innovative approaches to the practice of law. An underlying critical component to this was the ability to capture and communicate PLA value messages to firms in the absence of the traditional billable hour to maintain firm loyalty and morale.

Idea: Coyne PR created a communications strategy built on the idea of fostering trust and collaboration within the Alliance and from which the team could showcase the advantages of PLA to external stakeholders. A renewed focus on external communications began in Q4 after internal initiatives were launched. Through the program the agency helped improve operational infrastructure by enhancing the quality and frequency of Alliance communications, inspire Alliance cohesiveness through relevant engagement opportunities that deliver value and ignite external visibility for Alliance that supports the message of partnership and value advantage

Impact: Coyne PR identified and engaged liaisons at each of the Alliance firms and held quarterly calls to assess news to share and opportunities to communicate news; launched website and supported registration of more than 700 PLA members; driven stories with Chief Executive magazine, Harvard Business Review, Inside Counsel, LMG Life Science, and helped secure award recognitions -- ACC Value Champion (Association of Corporate Counsel) and Law 360 all focused on the value proposition; and gained favorable feedback and understanding on the PLA among key members of the Alliance.

Atlantic Health

Issue: Atlantic Health, including Morristown Medical Center, Overlook Medical Center and Newton Medical Center, challenged Coyne PR to increase the hospitals’ regional and national visibility amidst a fiercely competitive marketplace.

Idea: Putting a spotlight on orthopedics, neurology, oncology, cardiology and pediatrics, Coyne combines proactive outreach and special events on behalf of the hospitals’ clinical experts, with opportunistic outreach for health news-of-the-day. 

Impact: Coyne has generated top media across the hospitals year-over-year, including CBS’ “The Early Show,” CNN, The New York Times, USA Today, Wall Street Journal, ESPN.com, Associated Press, Star-Ledger and dozens of local outlets. 

Building Up the Profile

Issue: Atlantic Health, including Morristown Medical Center, Overlook Medical Center and Newton Medical Center, challenged Coyne PR to increase the hospitals’ regional and national visibility amidst a fiercely competitive marketplace.

Idea: Putting a spotlight on orthopedics, neurology, oncology, cardiology and pediatrics, Coyne combines proactive outreach and special events on behalf of the hospitals’ clinical experts, with opportunistic outreach for health news-of-the-day. 

Impact: Coyne has generated top media across the hospitals year-over-year, including CBS’ “The Early Show,” CNN, The New York Times, USA Today, Wall Street Journal, ESPN.com, Associated Press, Star-Ledger and dozens of local outlets. 

Breastcancer.org

Issue: Breastcancer.org, the world’s largest online breast cancer resource, turned to Coyne PR to raise its visibility and increase traffic to its online resources.

Idea: The Coyne PR team launched a campaign for breast cancer awareness season leveraging the continuing controversy over newly released mammogram guidelines and a new study showing low mammogram rates among women.  The campaign also featured the personal experience of the organization’s founder, Dr. Marisa Weiss, who is a breast cancer survivor.
 
Impact: The three-month campaign generated more than 100 million media impressions; site traffic on breastcancer.org topped 1 million visits during the month of October, and total annual site traffic exceeded 10 million visits, eclipsing goals set by the organization.

Driving Blockbuster Results on a Non-Profit Budget

Issue: Breastcancer.org, the world’s largest online breast cancer resource, turned to Coyne PR to raise its visibility and increase traffic to its online resources.

Idea: The Coyne PR team launched a campaign for breast cancer awareness season leveraging the continuing controversy over newly released mammogram guidelines and a new study showing low mammogram rates among women.  The campaign also featured the personal experience of the organization’s founder, Dr. Marisa Weiss, who is a breast cancer survivor.
 
Impact: The three-month campaign generated more than 100 million media impressions; site traffic on breastcancer.org topped 1 million visits during the month of October, and total annual site traffic exceeded 10 million visits, eclipsing goals set by the organization.

Stryker Orthopaedics

Issue: Ultra-marathoner Daren Wendell set out to raise $100,000 for ActiveWater – an organization that provides clean drinking water to Ethiopians - by running across the U.S. in 100 consecutive days. Departing from the Santa Monica Pier on January 1, 2015, Wendell set his sights on Times Square in New York City and didn’t let anything stop him, whether it was snow, sleet, hail or the Stryker T2 Tibia Nail that was inserted in his leg following a severe soccer injury in 2006. His mileage plan?  To run 29+ miles every day to achieve his goal of arriving in Times Square on April 10th.

Idea: Throughout his journey, Daren would be running through key markets for Stryker Orthopaedics. To showcase Daren’s tremendous feat the Coyne team engaged media as he “passed through” town, speaking to his challenge, his training and, ultimately, how he can run so far and so often with a nail in his leg that is the length of his shin.

Impact: Trekking more than 2,900 miles with the titanium rod in his leg, Wendell – dubbed the modern day Forrest Gump by the NY Daily News – sprinted across the George Washington Bridge and through Manhattan on April 10th, arriving to a fabulous finish line consisting of family, friends, tourists, Stryker employees and top tier media.

The team secured more than 1,000 placements and 269 million impressions, including a Good Morning America Weekend segment, three New York Daily News stories, videos from Reuters and BBC, Runners World, Men’s Journal, RUNNING National on the YES Network, NYTimes.com, AOL, MSN, The Indianapolis Star and the cover of the Daily Record. The news even went international, as media outlets in Ukraine, Turkey, Pakistan, and Philippines shared the video on their social platforms. Additionally, Wendell raised more than $140,000 for ActiveWater.

The Marathon Man’s Amazing Feat

Issue: Ultra-marathoner Daren Wendell set out to raise $100,000 for ActiveWater – an organization that provides clean drinking water to Ethiopians - by running across the U.S. in 100 consecutive days. Departing from the Santa Monica Pier on January 1, 2015, Wendell set his sights on Times Square in New York City and didn’t let anything stop him, whether it was snow, sleet, hail or the Stryker T2 Tibia Nail that was inserted in his leg following a severe soccer injury in 2006. His mileage plan?  To run 29+ miles every day to achieve his goal of arriving in Times Square on April 10th.

Idea: Throughout his journey, Daren would be running through key markets for Stryker Orthopaedics. To showcase Daren’s tremendous feat the Coyne team engaged media as he “passed through” town, speaking to his challenge, his training and, ultimately, how he can run so far and so often with a nail in his leg that is the length of his shin.

Impact: Trekking more than 2,900 miles with the titanium rod in his leg, Wendell – dubbed the modern day Forrest Gump by the NY Daily News – sprinted across the George Washington Bridge and through Manhattan on April 10th, arriving to a fabulous finish line consisting of family, friends, tourists, Stryker employees and top tier media.

The team secured more than 1,000 placements and 269 million impressions, including a Good Morning America Weekend segment, three New York Daily News stories, videos from Reuters and BBC, Runners World, Men’s Journal, RUNNING National on the YES Network, NYTimes.com, AOL, MSN, The Indianapolis Star and the cover of the Daily Record. The news even went international, as media outlets in Ukraine, Turkey, Pakistan, and Philippines shared the video on their social platforms. Additionally, Wendell raised more than $140,000 for ActiveWater.

WebMD and Sanford Health

Issue: WebMD and Sanford Health were faced with launching their new joint website, fit, designed to educate kids and parents on healthy living and obesity prevention.

Idea: To reignite the childhood obesity discussion and, consequently, direct people to the new fit website as a solution, Coyne PR introduced a never-before-discussed angle into the media’s consideration set:  the difficulty parents have speaking to kids about weight.  Dubbed “The New Talk,” the team queried parents and kids across the nation and found out that, in fact, weight was a more difficult discussion for parents to have with their kids than sex, drugs and alcohol. 

Impact: The Coyne team kicked off the launch of fit with multiple national placements, including segments on “TODAY,” the “Early Show,” “CNN Headline News” and two pieces in USA Today, followed by hits in the Huffington Post, Parents and Family Circle.  The coverage carried through into multiple stories in top media markets, including New York, Los Angeles, Washington, D.C. and Atlanta. 

Raising fit Kids

Issue: WebMD and Sanford Health were faced with launching their new joint website, fit, designed to educate kids and parents on healthy living and obesity prevention.

Idea: To reignite the childhood obesity discussion and, consequently, direct people to the new fit website as a solution, Coyne PR introduced a never-before-discussed angle into the media’s consideration set:  the difficulty parents have speaking to kids about weight.  Dubbed “The New Talk,” the team queried parents and kids across the nation and found out that, in fact, weight was a more difficult discussion for parents to have with their kids than sex, drugs and alcohol. 

Impact: The Coyne team kicked off the launch of fit with multiple national placements, including segments on “TODAY,” the “Early Show,” “CNN Headline News” and two pieces in USA Today, followed by hits in the Huffington Post, Parents and Family Circle.  The coverage carried through into multiple stories in top media markets, including New York, Los Angeles, Washington, D.C. and Atlanta. 

The Hershey Company

Issue: The Hershey Company turned to Coyne PR to create a consumer and influencer engagement strategy to support the iconic company’s commitment to consumer health and wellness, and support what research was already saying - that chocolate can be part of a healthy, balanced diet. The campaign – called Moderation Nation – sought to educate consumers that moderation, not deprivation, is the key to a balanced lifestyle.

Idea: Coyne PR crafted a strategic partnership with the American Council on Exercise (ACE) to get America on their feet and enjoying physical activity in a fun way – through dance. The campaign’s spokesperson, Nancy O’Dell of Entertainment Tonight, kicked off with a national event in Hershey, PA where hundreds of residents put on their dancing shoes

Impact: The campaign generated more than 1500 stories resulting in nearly 300 million media impressions between the months of April and August, including placements in major national outlets, including USA Today, Associated Press, Sports Illustrated, Fox & Friends, as well as broadcast and print stories in every local HTFG market where Moderation Nation events occurred.  

Making a Case for Moderation

Issue: The Hershey Company turned to Coyne PR to create a consumer and influencer engagement strategy to support the iconic company’s commitment to consumer health and wellness, and support what research was already saying - that chocolate can be part of a healthy, balanced diet. The campaign – called Moderation Nation – sought to educate consumers that moderation, not deprivation, is the key to a balanced lifestyle.

Idea: Coyne PR crafted a strategic partnership with the American Council on Exercise (ACE) to get America on their feet and enjoying physical activity in a fun way – through dance. The campaign’s spokesperson, Nancy O’Dell of Entertainment Tonight, kicked off with a national event in Hershey, PA where hundreds of residents put on their dancing shoes

Impact: The campaign generated more than 1500 stories resulting in nearly 300 million media impressions between the months of April and August, including placements in major national outlets, including USA Today, Associated Press, Sports Illustrated, Fox & Friends, as well as broadcast and print stories in every local HTFG market where Moderation Nation events occurred.  

Medco

Issue: Coyne PR was tasked with differentiating Medco Health Solutions with national media on the subject of personalized medicine, a business strategy Medco was investing in but that had a very low profile among mainstream reporters.
 
Idea: Coyne hosted a New York City-based forum titled “Women and their Genes,” which was built around several high profile studies showing the impact of a person’s genes on the safety and effectiveness of various medications -- including some widely used heart disease and breast cancer treatments. To add perspective, the discussion featured reporter Joanne Wojcik, who spoke of her own life-threatening reaction to a heart medication caused by her genetic make-up.
 
Impact: Medco’s “Women and their Genes” event was a huge success.  Attendees included reporters and producers from top-tier media outlets including the “Dr. Oz Show,” The New York Times, Time Magazine, Reuters, Bloomberg, Good Housekeeping, More and All You magazines.

Women & Their Genes

Issue: Coyne PR was tasked with differentiating Medco Health Solutions with national media on the subject of personalized medicine, a business strategy Medco was investing in but that had a very low profile among mainstream reporters.
 
Idea: Coyne hosted a New York City-based forum titled “Women and their Genes,” which was built around several high profile studies showing the impact of a person’s genes on the safety and effectiveness of various medications -- including some widely used heart disease and breast cancer treatments. To add perspective, the discussion featured reporter Joanne Wojcik, who spoke of her own life-threatening reaction to a heart medication caused by her genetic make-up.
 
Impact: Medco’s “Women and their Genes” event was a huge success.  Attendees included reporters and producers from top-tier media outlets including the “Dr. Oz Show,” The New York Times, Time Magazine, Reuters, Bloomberg, Good Housekeeping, More and All You magazines.

GTx

Issue: GTx, a biopharmaceutical company, approached Coyne PR to educate the patient and medical communities about the CYP2D6 gene as a key differentiator for its drug Fareston (toremifine) - a nearly decade old breast cancer treatment that is similar to tamoxifen.
 
Idea: The strategy paired GTx with Breastcancer.org, the largest online breast cancer community, to field an online survey of women with breast cancer currently taking tamoxifen that evaluated their knowledge and attitudes toward CYP2D6 testing and drug-drug interactions around tamoxifen absorption.  The campaign was activated via a targeted influencer campaign launched at the San Antonio Breast Cancer Symposium (SABCS) where two new studies on the link between CYP2D6 inhibition and tamoxifen outcomes would be released.
 
Impact:
The campaign drove a 150 percent increase in prescription sales for Fareston compared to the period prior to the San Antonio Breast Cancer Symposium.

Driving Peace of Mind for Fareston

Issue: GTx, a biopharmaceutical company, approached Coyne PR to educate the patient and medical communities about the CYP2D6 gene as a key differentiator for its drug Fareston (toremifine) - a nearly decade old breast cancer treatment that is similar to tamoxifen.
 
Idea: The strategy paired GTx with Breastcancer.org, the largest online breast cancer community, to field an online survey of women with breast cancer currently taking tamoxifen that evaluated their knowledge and attitudes toward CYP2D6 testing and drug-drug interactions around tamoxifen absorption.  The campaign was activated via a targeted influencer campaign launched at the San Antonio Breast Cancer Symposium (SABCS) where two new studies on the link between CYP2D6 inhibition and tamoxifen outcomes would be released.
 
Impact:
The campaign drove a 150 percent increase in prescription sales for Fareston compared to the period prior to the San Antonio Breast Cancer Symposium.

The Zone Diet

Issue: Coyne PR was charged with promoting The Zone diet and its creator, best-selling author Dr. Barry Sears.

Idea: Coyne PR developed and implemented a multi-faceted campaign to help media and consumers alike understand the science behind The Zone, and why it works and will help them lose weight and get healthy. From new product launches and promoting clinical studies to supporting Dr. Sears’ work with the world’s heaviest man, Manuel Uribe, and book tours, Coyne PR positioned Dr. Sears as a leading authority in consumer health and wellness, and generated positive buzz around The Zone as a lifestyle rather than a diet.

Impact: Coyne PR kicked media coverage for The Zone and Dr. Barry Sears into high-gear, garnering impressive national media placements from The Discovery Channel to Men’s Health to US Weekly, and local and regional placements in key markets, including New York, Chicago, Washington, D.C. and Houston, among others.

A Healthy Lifestyle

Issue: Coyne PR was charged with promoting The Zone diet and its creator, best-selling author Dr. Barry Sears.

Idea: Coyne PR developed and implemented a multi-faceted campaign to help media and consumers alike understand the science behind The Zone, and why it works and will help them lose weight and get healthy. From new product launches and promoting clinical studies to supporting Dr. Sears’ work with the world’s heaviest man, Manuel Uribe, and book tours, Coyne PR positioned Dr. Sears as a leading authority in consumer health and wellness, and generated positive buzz around The Zone as a lifestyle rather than a diet.

Impact: Coyne PR kicked media coverage for The Zone and Dr. Barry Sears into high-gear, garnering impressive national media placements from The Discovery Channel to Men’s Health to US Weekly, and local and regional placements in key markets, including New York, Chicago, Washington, D.C. and Houston, among others.

Cheerios

Issue: Coyne PR was challenged with positioning Cheerios as an authority on women’s heart health, highlighting the brand’s contributions to heart health causes and spread the word about the importance of having your cholesterol checked through the Cheerios Circle of Helping Hearts campaign.

Idea: Coyne PR launched an awareness campaign with the release of compelling survey results that revealed that more women check their computers for viruses than they check their cholesterol levels.  Dr. Lori Mosca, an expert in preventive cardiology, was utilized to help deliver important campaign messaging to print and broadcast media.  Additionally a word of mouth (WOM) campaign was launched through strategic partnerships with grassroots organizations to help spread the word about the campaign.

Impact: Coyne PR’s efforts got to the heart of the matter, spreading the message of the Cheerios Circle of Helping Hearts campaign by generating more than 4,000 print, online and broadcast media placements, garnering approximately 54 million impressions.

Circle for Helping Hearts

Issue: Coyne PR was challenged with positioning Cheerios as an authority on women’s heart health, highlighting the brand’s contributions to heart health causes and spread the word about the importance of having your cholesterol checked through the Cheerios Circle of Helping Hearts campaign.

Idea: Coyne PR launched an awareness campaign with the release of compelling survey results that revealed that more women check their computers for viruses than they check their cholesterol levels.  Dr. Lori Mosca, an expert in preventive cardiology, was utilized to help deliver important campaign messaging to print and broadcast media.  Additionally a word of mouth (WOM) campaign was launched through strategic partnerships with grassroots organizations to help spread the word about the campaign.

Impact: Coyne PR’s efforts got to the heart of the matter, spreading the message of the Cheerios Circle of Helping Hearts campaign by generating more than 4,000 print, online and broadcast media placements, garnering approximately 54 million impressions.

Siemens

Issue: Siemens Medical Solutions tasked Coyne PR with the launch of its biggest – or in this case, smallest – product of the year.  Siemens introduced the “world’s smallest ultrasound,” a portable, PDA-sized version of the more cumbersome ultrasounds already on the market. Designed to fit into a physician’s lab coat pocket, this technology was poised to revolutionize health care exams for both the doctor and patient.

Idea: The team kicked off a soft launch to health care trade media, offering “sneak peeks” at key trade shows over the course of the year and allowing trade media to build the buzz around the system. The team leveraged the momentum from the trade buzz to launch a consumer media campaign, highlighting the “gee whiz” element of the system’s size, while also discussing how the system would improve care for patients with heart disease.

Impact: The small product made big noise, resulting in more than 200 articles, including the Associates Press, The Wall Street Journal, USA Today, New York Daily News, New York Post and Seattle Times, as well as national broadcast buzz with Dr. Sanjay Gupta on CNN’s “House Call,” Fox & Friends and multiple local market network affiliates.

A Sound Strategy

Issue: Siemens Medical Solutions tasked Coyne PR with the launch of its biggest – or in this case, smallest – product of the year.  Siemens introduced the “world’s smallest ultrasound,” a portable, PDA-sized version of the more cumbersome ultrasounds already on the market. Designed to fit into a physician’s lab coat pocket, this technology was poised to revolutionize health care exams for both the doctor and patient.

Idea: The team kicked off a soft launch to health care trade media, offering “sneak peeks” at key trade shows over the course of the year and allowing trade media to build the buzz around the system. The team leveraged the momentum from the trade buzz to launch a consumer media campaign, highlighting the “gee whiz” element of the system’s size, while also discussing how the system would improve care for patients with heart disease.

Impact: The small product made big noise, resulting in more than 200 articles, including the Associates Press, The Wall Street Journal, USA Today, New York Daily News, New York Post and Seattle Times, as well as national broadcast buzz with Dr. Sanjay Gupta on CNN’s “House Call,” Fox & Friends and multiple local market network affiliates.


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The Healthcare Leadership Team


client experience
  • American Health Care Association
  • Aptalis
  • Atlantic Health
  • Breastcancerg.org
  • Cardinal Health
  • ChapStick
  • Children’s Advil
  • Covance
  • Dompe
  • Express Scripts
  • Humana
  • Novartis
  • Novartis Oncology
  • Pfizer
  • Preparation H
  • Quest Diagnostics
  • Sanford Health
  • WebMD