Case Histories -
Watson Pharmaceuticals
Introducing PapSure®, A New Cervical Cancer Screening Test
Background
 Watson Pharmaceuticals wanted to secure broad consumer awareness for PapSure®, its new cervical cancer screening technology, to encourage women to ask their doctor about this potentially life-saving test .
Our Program
HB&M's assignment was to prime the market through pre-launch promotional activities which included:
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Informing the investment community through a product licensing announcement
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Conducting media relations activities at women's health professional meetings
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Building relationships with key patient advocacy groups to lay the groundwork for connecting with consumers
- Media-training of expert medical opinion leaders and patients as spokespersons
These goals were achieved through an integrated PR effort which included:
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Hosting the New York City press with briefings for women's and trade publications
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Conducting a satellite media tour with physician and patient spokespersons
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Production and distribution of video and audio news releases to local market television and radio stations on a nationwide basis
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Conducting outreach to electronic media including Internet and wire services
Results
More than 150 million consumers and healthcare professionals were made aware of the nationwide availability of PapSure via the following:
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17 local-market spokesperson television satellite interviews
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More than 200 airings of PapSure video news release in nearly 80 markets
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A syndicated CBS news package aired by nearly 70 affiliate stations nationwide
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Print and on-line coverage in the Washington Post, ABCNews.com, USA Today, USA Weekend, Dow Jones and Bloomberg Forum, Gray Sheet, OBG Management, iVillage.com, New York Daily News and other significant women's and trade publications
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