Demonstrates: Media coverage leading to increased awareness about a poorly-understood medical condition prior to client’s trial for a new treatment
Situation: Pre-clinical stage company was developing a pharmacological treatment for a highly-stigmatized–and often fatal–psychiatric condition.
Problem: There was no public understanding of this condition as a medical problem. Key audiences did not classify it as treatable with drugs. Investors and industry had backed off.
Solution: Change public perception so that the condition is viewed as an unmet medical need potentially addressable by a medication—before the company starts first trial.
Steps:
- Planet built an evidence-backed case for both higher-than-realized incidence rates and biological cause. This formed the basis for all of our positioning and messages.
- Planet got the emerging data, hypothesizing biological links, to reporters—and kept returning to them whenever there was something new
- Planet reached out to medical reporters, setting up the case for an unmet medical need, offering research, individuals and advocacy groups.
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Outcome: We secured a major NPR feature story focusing on one individual’s experience and advocacy group.
This both personalized the condition and helped people to see it as a medical need. It also raised awareness of the need for new treatments, which set the stage for the company’s trial.