Case Studies

The following case studies provide a snapshot of our public relations capabilities, and represent the collective experience of the King PR team.

Introducing a New Product in a New Category

A small diagnostic division of a major consumer products company was introducing a new product to assist with pregnancy planning — essentially, creating a new product category. Since this product was the first of its kind, and its manufacturer was unknown in the United States, we "invented the wheel" for it. Long story short, we worked with the company to introduce this new technology and the company to professionals and third-party organizations, and conducted launch and follow-up media campaigns to introduce it to the consumer audience. The product launch received widespread media coverage, and the company created successful partnerships within the reproductive health community.

Creating Unique Partnerships to Support an Established Brand

In an effort to reach men with health messages, we created a partnership with a major sports organization, and enlisted top-tier athletes to participate. These athletes competed with each other to achieve progress in a specific area of men’s health and well-being, and to win a donation to the charity of his choice. The campaign launched during the sport league’s all-star game and concluded a year later. In addition, national and local events were incorporated to generate continuous media coverage throughout the program. The campaign generated more than 150 million media impressions with two-thirds of the results delivering the call-to-action message. In addition, there was anecdotal evidence of men telling their physicians that if the athletes were addressing their problem, they could too.

Fostering Collaboration Between Pharmaceutical and Non-Profit

A major pharmaceutical company had been the exclusive sponsor of a unique program created by an international patient organization. Neither the program nor the sponsor had received much recognition, and little budget was available to support any publicity initiatives. We created a PR toolkit, with turnkey materials and story ideas, to help the local program participants promote themselves, the program and the sponsor in their community. Representatives of the local third-party programs adapted the template materials to achieve greater local publicity, and incorporated sponsor messages in their initiatives.

Issues Management: Setting the Record Straight on AIDS Therapy

Prior to a major medical meeting, several media reports suggested that a drug therapy caused toxicity, which resulted in confusion among the patient community, the media and the public-at-large. This nonprofit organization convened a think tank of world experts on the topic prior to the medical meeting, and issued a statement providing clarification on appropriate medical intervention for this specific medical issue and the appropriate use of the drug. PR professionals conducted intensive outreach to reporters before, during and after to ensure access to the experts, and to correct mis-impressions on appropriate medical therapy. The majority of resulting media coverage in top-tier outlets provided balanced coverage and corrected past inaccuracies.

Enhancing Corporate Reputation and Supporting a Patient Community

Our client was one of a small number of pharmaceutical companies providing drug therapy to a small patient population. The client wanted to create a flagship program that would offer value to the patient community and increase its corporate visibility. Working with representatives from the patient community and the company, we proposed an annual conference for volunteers who conduct summer camps for young patients. Since the summer camps were conducted once yearly and were geographically disparate, volunteers had little opportunity to learn best practices. Today, the conference is in its seventh year, and is regarded as one of the company’s premier community programs. The conference has provided a platform for the company in the patient community, and has increased patient loyalty to the company.