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Tapping into the broadcast challenge
THE CHALLENGE:
Provigil© is a well tolerated therapy for narcolepsy that restores a normal pattern of daytime alertness. Unfortunately narcolepsy is poorly understood and many sufferers do not realise that help is available. Research has revealed that previous consumer media coverage raising awareness of the disease had been the most significant driver of patient self-referral and this has been shown to have a direct correlation on sales of Cephalon’s Provigil©.

WHAT WE DID:
It was decided to develop a media campaign focusing on the broadcast media and aim to secure a primetime TV documentary on one of the leading terrestrial channels. This would then be used as a trigger for further broadcast and print articles on narcolepsy.

Throughout the process, Santé worked closely with the patient groups and clinicians to help them prepare for interviews as well as the post broadcast enquiries from consumers. Fact-sheets on narcolepsy were developed and issued to the print media to support spin-off coverage.

THE RESULTS:

  • Two major documentaries were secured. Nap Attack, an hour-long show broadcast on BBC1 prime time and Living Nightmare, a 50-minute programme on BBC2’s flagship science documentary series, Horizon.
  • Santé enhanced the coverage by approaching other media, resulting in further coverage on the BBC, Sky News, ITV and LBC and over 114 pieces of print coverage which included the Daily Telegraph, the Independent & the Sun.
  • The combined audience of the broadcasts and print media was over 100 million.
  • The awareness campaign also had a major impact on Provigil’s bottom line. Patient numbers on Provigil© increased by 31% in 2002.
  • Clinicians reported immediate referrals following the broadcasts.
  • Nap Attack was judged ‘one of the most important factual moments’ by BBC’s Jonathan Ross in his review of TV Moments of 2002.
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