GCI Health President Jill Dosik analyzes approaches and strategies for communicators to consider regarding personalized medicine in the O’Dwyer’s Magazine feature, “Educating Media, Patients to Personalized Medicine.”
Posted by: Nicole.Zerillo
October-21-2011
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With the competition tougher than ever this year, GCI Health successfully snagged The Holmes Report 2011 Healthcare Agency of the Year award and a SABRE for Rx Campaign of the Year. These prestigious recognitions are a true testament to the agency's reputation of innovative programming achieving unsurpassed results, exemplary client service, unrivaled talent and forward-thinking capabilities.
2011 Healthcare Agency of the Year, The Holmes Report
2011 SABRE Award for Pharmaceutical: Rx Campaign of the Year, The Holmes Report
Finalist, 2012 SABRE Award for Pharmaceutical: Rx Campaign of the Year, The Holmes Report
Finalist, 2012 SABRE Award for External Publication, The Holmes Report
2011 Dose of Digital Dosie Award: People's Choice in the Facebook Page Category
2011 PRSA\GA Phoenix Award for Internal Communications
2011 PRSA\GA Phoenix Certificate of Excellence for Reputation/Brand Management Programs
2011 PRSA\GA Phoenix Certificate of Excellence for Internal/Intranets, Endo Interactive Learning Map
2011 IABC\Atlanta Silver Flame Award for Employee Communications - Internal Communications
2011 IABC\Atlanta Bronze Flame Award for Writing - Annual Report
2011 IABC\Atlanta Bronze Flame Award for Digital - Internal/Intranets Portal
2011 SABRE Certificate of Excellence for Press Kit
2011 PRSA\GA Phoenix Award for Multicultural Public Relations
2011 MarCom Platinum Award for the "Happy Nurse" Mobile App Game
2011 MarCom Gold Award for Nursing Notes Live
2011 PRSA\GA Phoenix Award for Smartphone Apps, Happy Nurse Game Mobile App
2011 PRSA\GA Phoenix Award for Digital, Campaign for Nursing’s Future E-Newsletter
2011 IABC\Atlanta Golden Flame Award for Social Media
2011 IABC\Atlanta Bronze Flame Award for Newsletter\Newspaper
Finalist, 2011 PR News Digital PR Award for Mobile App
Finalist, 2011 PR News Digital PR Award for Facebook Use
2010 PR News Digital PR Award for Best E-Newsletter
2011 PRSA North Florida PRism Award for Consumer Marketing
2011 PRSA North Florida PRism Award of Excellence for Integrated Communications
2005-2009, PRWeek Readers' Choice "Best-of-the-Best" Campaign of the Year
2010 PRSA/GA Phoenix Award for Media Relations - Consumer Products (Healthcare)
2010 PRSA/GA Phoenix Certificate of Excellence for Integrated Communications (Consumer Products)
2010 Platinum MarCom Award for Design
2010 National Mature Media Bronze Consumer Public Relations Campaign Award
2010 Communicator Awards Interactive Award of Excellence
2010 Gold Mercury Award for Brochure
2009 Web Health Awards Program
2009 Product Management 360 Magazine Innovation Trailblazer Awards
IABC Atlanta Chapter Silver Golden Flame Award (Digital Media)
2009 PRSA/GA Phoenix Certificate of Excellence for Campaign Brochure
2008 PRSA/GA Phoenix Award for Press Kits/Media Kits (Events, Commemorations, Other)
2008 PRSA/GA Phoenix Certificate of Excellence for Website (External)
2008 PRSA/GA Phoenix Award for Satellite Media Tours
2008 Certificate of Excellence for Marketing Consumer Products (Healthcare)
MarCom Awards for Brochure, Website, Press Kit and Direct Mail
World Wide Web (WWW) Health Award
Global Business Coalition (GBC) Award for Excellence
GCI Health was responsible for launching a vaccine in an environment of safety concerns due to a market withdrawal of a competitive vaccine. In support of four milestones in 10 weeks, we created unique news angles to keep interest high, strong safety messaging, and prepared spokespeople to deliver consistent and colorful messages. The milestone news generated more than 144 million impressions, including multiple articles in USA Today, The New York Times and Wall Street Journal. Ninety-two percent of coverage was considered extremely or somewhat favorable.
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Yet implantable cardioverter-defibrillators (ICDs) were under-utilized and perceived negatively due to cost. Early signals indicated CMS may not reimburse ICDs despite strong clinical evidence. To influence the CMS decision, GCI Health established the SCA Alliance - comprised of representatives from 18 patient and professional organizations - to demonstrate broad support for ICDs. The result was a decision by CMS to reimburse 85% of at-risk patients, and 95% of media coverage from the program focused on ICD value, not cost.
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GCI Health was responsible for generating global media coverage of data at ASCO showing that a targeted cancer therapy was the first to improve overall survival in liver cancer in 30 years. We also needed to publicize the therapy's role in kidney cancer and defend it from competitor attacks. Through solid media coverage of the data, we were able to promote the entire clinical development program across multiple tumor types. Outreach resulted in more than 1,000 placements and 250 million impressions. Worldwide sales increased by 25% post-ASCO with PR and medical education being the only brand activities deployed.
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In the face of fierce competition and copy-cat claims, GCI Health was charged with establishing a cosmetic laser treatment as the gold standard for non-invasive skin rejuvenation. A national trade and consumer media campaign and a fully-integrated marketing campaign were launched, including a WOM initiative. The campaign generated more than 700 million impressions, including two TODAY segments, and consumer demand increased more than 20 percent. This impacted the closing of $3.5 million in sales at the annual American Academy of Dermatology (AAD) meeting.
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