We know the intricacies of working with both Fortune 500 companies as well as start-ups bringing their first product to market.
Experience + adaptability = GCI Health
Biotech
Using a Fitness Phenomenon to Bring MS Treatment Benefits to Life
Without compelling clinical data or milestones, GCI Health was tasked with generating branded awareness for high-profile multiple sclerosis (MS) treatment. Our team developed MyMSYoga, a campaign to link the MS treatment to a culturally relevant platform and highlight the possibilities rather than the limitations of living with MS through proper treatment and yoga. Audience reach was nearly 360 million with 618 stories in national and local print, broadcast, online and social media outlets, and 80% of coverage included a mention of the brand.
Consumer Health
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Beauty and Aesthetics
Overcoming a Crowded Laser Treatment Marketplace to Increase Sales and Demand
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.
Pharmaceutical
Leveraging Digital Media to Broaden Awareness of Diabetes
GCI Health was charged with helping to pave the way for a new type 2 diabetes treatment, so the Healthy Menu Makeovers unbranded campaign was launched with a celebrity chef to empower diabetes patients to take small steps toward better disease management, including making healthier food choices. The cornerstone of the campaign was a viral and digital presence on www.JourneyforControl.com and popular video-sharing websites. Approximately sixty unique interviews with the celebrity chef resulted in almost 100 news stories and more than 51 million impressions.
Vaccines
Sustaining Positive News for a New Vaccine
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.
Provider
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Animal Health
Generating corporate goodwill and brand awareness
GCI Health was charged with re-introducing a topical medicine to prevent heartworm infection in dogs and cats, which lagged behind two other competitors, before thousands of doses expired. The cornerstone of the program became the donation of 750,000 doses to the Humane Society of the United States for the protection of 250,000 dogs and cats for an entire summer. With the support of a celebrity partner and a veterinarian, media outreach successfully reached consumers nationwide and included appearances on NBC's "The Today Show" and on ABC's "The View," as well as website testimonials.
Medical Technology
Mobilizing Stakeholders to Drive ICD Reimbursement
Sudden cardiac arrhythmia (SCA) is the #1 killer in the U.S., 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.