casestudy sanofi-malaysia by havas worlwide siren
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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
Coverage Highlights
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