PR successes

AOK Federal Association / BW – AOK discount agreements

Sector:
Generics industry and statutory health insurances

Client:
Teva Germany and AOK Baden-Württemberg

Communication task:
- Increase awareness level of the global market leader Teva for specialist target groups. Teva was largely unknown in Germany until then.
- State the delivery capacity and quality of the AOK discount partners, push Teva.
- Stop disinformation on the delivery capacity by presenting facts.

Target groups:
Pharmacists
Statutory health insurance physicians
Wholesale
National and regional health policy makers,
Trade media
Upmarket lay media (German newspapers such as FAZ, Handesblatt)

Implementation and successes:
Press conferences in Frankfurt and Berlin attract national attention very early on (including the “heute” newscast on the ZDF TV channel). Teva becomes a showpiece corporation for the AOK, ensuring the implementation of discount agreements. Active press work, such as ad hoc press releases and letters to the editor by the management, coordinated with the AOK, counteract the regional PR by the pharmacists with factual information. Connection to the
www.aok-rabattpartner.de website enables all journalists in Germany to inform themselves about the delivery capacity of the AOK discount partners, particularly Teva. As a result, the issue of “supply shortages” gradually disappeared from the media. The discount agreements by the AOK and the associated paradigm shift in the generics market became inexorable. The generics industry had to reposition itself as from 2007.

Continuative links:
www.aok-bw.de