TRANSLATING SCIENCE TO STORIES
THAT RESONATE
MKC established UCSF as a leader in developing groundbreaking medical research through innovative public relations programs.
CHALLENGE
To announce an unprecedented new approach to treating breast cancer using personalized medicine and genetic biomarkers, the Foundation for the National Institutes of Health (FNIH), in collaboration with the University of California, San Francisco, called on MKC to plan and execute the press launch of a groundbreaking new clinical trial for breast cancer known as I-SPY 2.
STRATEGY
By providing the nation’s top medical writers with embargoed details in the weeks leading up to an auspicious launch at the National Press Club in Washington, DC, MKC sought the attention of the most influential journalists covering medical science today.
Additionally, MKC helped secure the attendance of Senator Arlen Specter and other key dignitaries and health industry experts for a nationally broadcast teleconference on the day of the launch.
RESULTS
The national media campaign for the I-SPY 2 Clinical Trial for Breast Cancer generated millions of impressions, and featured widely distributed national advance stories in the Associated Press and Thomson Reuters Health.
Interviews with UCSF Principal Investigators, representatives from the National Cancer Institute, National Institutes of Health, Food and Drug Administration and breast cancer survivors were featured on the NBC affiliate in Washington, DC. The ABC affiliates in Denver, CO and Chicago, IL highlighted three of the major U.S. medical sites where I-SPY 2 launched nationwide.
Feature stories appeared in major medical and scientific publications and newsletters including NCI Bulletin, Cancer Research, Family Practice News, Science Magazine’s ScienceInsider.com, The New Scientist, PharmaTimes.com, BioWorld Today, BioCentury and FierceBiotech. Social Media highlights included interviews for UCSF Chancellor Susan Desmond-Hellmann with top pharmaceutical bloggers including Sally Church at Pharma Strategy Blog, Matthew Herper at Forbes and Mike Huckman at CNBC.
