PR successes

Genentech/Roche

Convince health insurance funds of the price-benefit-performance ratio of the genetically engineered product Pulmozyme

Sector:
Research-based pharmaceutical industry

Client:
Genentech, Freiburg, subsidiary of Hoffmann-La Roche

Communication task:
PR support of the launch of the genetic product Pulmozyme® for the treatment of cystic fibrosis. Particular aspect: create acceptance in the SHI for the - in comparison to the standard therapy used by then- very high treatment costs

Target groups:
Treatment centres
Pulmonologists
Paediatricians
The individuals affected and their parents
Statutory health insurances
Trade and customer media

Implementation and successes:
Intensive media work and cooperation with self-help organisations result in rapid market penetration without a barrage of criticism from the SHI.

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