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FOCUS:
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» Global Media Relations
» Physician/Consumer Education |
| INDUSTRY: |
Medical Device – Neuroradiology |
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The International Subarachnoid Aneurysm Trial, showed that the less-invasive endovascular treatment (called coiling) was significantly safer than open-brain surgery for patients with ruptured brain aneurysms. The data, initially published in The Lancet, was so compelling that the trial was halted early. All of the coiling patients in the study with one-year follow-up were treated using Boston Scientific Target's GDCTM coil. Boston Scientific Target wanted to increase awareness of this newer treatment and influence patient referral patterns globally. |
| Challenge |
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Design a global program despite cultural differences in perception and usage |
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Validate U.S. applicability of the trial despite only having one clinical site in the United States and the lead investigators being European |
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Build awareness of this relatively new treatment in the U.S. where less than 25% of patients with ruptured aneurysms are admitted to hospitals offering endovascular coiling |
| Solution |
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FischerHealth implemented a global media and direct to physicians campaign to generate awareness and potentially influence patient referral patterns - setting the stage for FDA submission of a new indication for Boston Scientifics' GDC coil. Highlights included:
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Coordinated with six European countries, Japan, Canada and Australia for the global media relations program |
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Partnered with the National Stroke Association and coordinated national broadcast outreach efforts |
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Conducted tele-press conference announcing trial results and what it meant for the medical community |
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Conducted media training among leading physicians and key opinion leaders |
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Developed customer PR tool kits for several hundred hospitals using the GDC coil to conduct local outreach |
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Worked with the American Society of Interventional and Therapeutic Neuroradiology (ASITN) and American Society of Neuroradiology (ASNR) to develop materials on strokes and aneurysms for inclusion in press kits |
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| Results |
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GDC centers throughout the country were able to generate strong, local media coverage attributed to their use of the customer PR tool kit |
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Achieved widespread global and national coverage through hundreds of placements totaling more than 165 million impressions |
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Media success included medical trade, consumer print, business media, electronic media and broadcast media such as The Wall Street Journal, New York Times, U.S. News & World Report, Associated Press, Bloomberg News and ABC, CBS and NBC affiliates |
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GDC coil cases increased with some countries jumping as much as 20 to 60 percent |
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A poll at the American Association of Neurosurgeons showed that 30 percent of those polled changed their therapeutic approach because of the ISAT data |
