Project Description

CHALLENGE

A leading pharmaceutical company wanted to initiate public awareness and dialogue around proposed healthcare changes that would impact drug availability. They also wanted to change perceptions around pharma, and demonstrate a pro-patient perspective, with an emphasis on the impact to Canadian innovation in healthcare.

SOLUTION

We developed a compelling campaign strategy using content to drive awareness, create engagement and build credibility for the pro-patient perspective. The campaign strategy involved a sequential and multifaceted distribution of content across the Postmedia Network.

RESULTS

Readership, viewership and engagement with the campaign demonstrated the client’s ability to influence public attitudes, perceptions, and policy stakeholders on a critical healthcare issue affecting all Canadians. The campaign successfully created a dialogue among the Canadian public and healthcare stakeholders on the issue of drug approval and pricing, as well as shifted attitudes around the pharmaceutical industry’s role in the healthcare system.

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Social media impressions across Twitter, Facebook & LinkedIn
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1M + digital page views on sponsored content pages & 70M+ Canadian print reads

Survey Results: Control vs. Test group.
Negative perceptions decreased and positive sentiments raised
after reading up to 3 stories from the campaign vs. those who had never read a story.

“Postmedia offered us a unique opportunity to reach a massive audience with a thoughtful long-term strategy to provoke and measure a consequential healthcare debate. Their media strategists worked with us to understand our goals, and delivered a multi-faceted approach with content that allowed us to measure awareness and achieve the impact we were aiming for.”

Brian Honda, President, The Adpharm
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READY TO START A CAMPAIGN?

We raise your profile, outsmart your competition and drive more sales online and in store. Your success is our success! We’re happy to have worked with some of the greatest companies in Canada; we’d be thrilled to add your business to the list!

Discover what we can do for your business! Get your free consultation with a Postmedia Solutions Media Consultant today.

GET STARTED NOW!
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