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Results from the REMATCH trial positioned Destination Therapy as a real and accessible treatment option through FDA approval. To close the gap between introduction and adoption, FischerHealth needed to:
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Transition focus from REMATCH to DT; “brand” Destination Therapy |
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Continue messaging that will impact the way cardiologists and cardiac surgeons think about CHF treatment to eventually influence referral patterns (long-term initiative) |
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Demonstrate the need and value of HeartMate for DT to physicians, consumers and media and indirectly apply pressure to FDA and CMS |
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Influence/spark public opinion, discussion and perception of CHF treatment (ensure Thoratec has a voice in the industry) |
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Maintain positive visibility with Wall Street and financial media |
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FDA's decision came in the middle of election time creating competition for broadcast segments. |
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The FDA's decision was delayed several times. To keep visibility high FischerHealth needed to present the media with additional story ideas such as patient profiles and physician presentations to maintain momentum and provide reassurance about the impending approval. |
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The reimbursement decision was delayed as CMS handed off the decision to a MCAC panel. FischerHealth needed to craft new reimbursement messaging and positioning in addition to assuring the media that the delay did not imply reimbursement problems. |
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Prior to approval, addressed deeper issues such as quality of life, cost and device improvements by focusing on doctor-patient stories and product/corporate milestones.
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Upon FDA approval, executed a nationwide media launch elements included:
– Press release and video news release
– Site turnkey PR kits
– Media and analyst conference calls |
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National visibility with 450 stories in first two months, generating 55 million impressions, including top-tier financial press visibility in the Wall Street Journal, New York Times and Bloomberg News
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Total impressions for the 2002 calendar year were 312 million |
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Media nationwide adopted and widely used the Destination Therapy term,
and directly connected it to Thoratec (“owning DT”) |
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Patients and physicians went on record year-round with media pushing hot topics that can apply pressure to CMS |
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