Amgen- Building better bone health and knowledge
Amgen engaged Hill+Knowlton to develop and execute a strategic communications campaign to support the launch of Prolia®, a new, targeted treatment for osteoporosis. The challenge was to generate media attention for this often overlooked disease and lay the groundwork for future reimbursement activities.
Key components of this program were comprised of a national media, a supplement in seven PostMedia newspapers with an unbranded osteoporosis ad and a story about Prolia, and eight unbranded public educational forums held in partnership with stakeholder groups across Canada.
The launch program and subsequent consumer activities exceeded expectations of coverage with more than 20 million on-message impressions generated across print, online and broadcast media. The success of the program was, due to the engagement of key stakeholder groups, physicians and patients across the country to bring Prolia’s impact on patients to life for the public and the media.
