Challenge: To educate women physicians about the #1 killer of women: heart disease and position them as ambassadors to women consumers.

Strategy: Provide training for physicians and patient-friendly materials they can disseminate to their patients. To position these women physicians as media experts.

Tactics:
• Created key and sub-messages on this medically complex issue.
• Trained physicians to act as ambassadors to women patients and women health care consumers. Singer provided a training session on how to deliver an effective presentation.
• Developed media lists of 1,000 journalists.
• Prepared press releases, media advisories, backgrounders, fact sheets, and biographies on our spokespersons, and other materials.
• Identified media opportunities and created strategies designed for women’s magazines, trade press, medical journals, TV producers, newspaper reporters and wire services.
• Established Speakers’ Bureau and informed journalists of its existence.
• Conducted a campaign launch press conference with 25 journalists.
• Held media roundtable for 12 women’s magazine journalists.
• Produced satellite media tour for radio stations and television stations including producing b-roll, identifying physician spokespersons, providing media training for the spokespersons and conducting the tours.

Results: Obtained more than 100 million media impressions through the launch of The Difference in a Women’s Heart and positioned the client as a media resource on women and heart disease.