CHALLENGE:

Circassia Pharmaceuticals marketed two important COPD treatments, TUDORZA, along-acting muscarinic antagonist (LAMA), and DUAKLIR, a combination long-acting muscarinic antagonist/long-acting beta-agonist (LAMA/LABA). Pivotal Phase III data was being presented at CHEST2019 for TUDORZA – at the same time that DUAKLIR was launched. How did we ensure that each announcement got its due?

APPROACH:

Rebecca led a targeted prescriber awareness campaign that maximized a major TUDORZA data presentation and the DUAKLIR launch on-site at CHEST2019.

SOLUTION:

Leveraged DUAKLIR® launch announcement with:

• Press release and product photo distribution
• Lead investigator message review and media training
• On-site pitching with primary investigator and lead spokesperson to comment on the need for new treatments, AMPLIFY data and the significance of DUAKLIR’s availability

Leveraged major TUDORZA ASPECT-COPD data presentation:

• Lead investigator message review and media training
• Pitched CHEST-written press release to maximize coverage
• Pitched on-site interviews with multiple media outlets covering the meeting

RESULTS:

• 8 on-site interviews with two KOLs and CEO
• 25+ original trade articles that delivered key messages differentiating the two treatments and distinguishing the benefits of each one
• Press release hard copies placed in CHEST media room for reporters covering the meeting

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