Metastatic Breast Cancer: How JPA Health Broke Through in a Crowded UK Media Market
A new medication was granted marketing authorization for the combination treatment of metastatic breast cancer. Following a positive review from NICE, JPA Health executed an earned media strategy to drive high-impact news coverage.
Communications around NICE approvals are highly regulated, and companies are expected to convey complex scientific and medical information in a way that is both accurate and understandable. This involves navigating an intricate regulatory landscape to ensure content is compliant and resonates with multiple target audiences including healthcare professionals, patients, and the general public.
JPA Health developed a plan to work with key opinion leaders and their patient case studies to further extend the reach of the news to all interested stakeholders in UK national and regional consumer media and trade media, while driving key message penetration.
By releasing the press release 24 hours before NICE and Breast Cancer Now, we gave journalists embargoed access to the news story and had time to put them in touch with a well-informed KOL and patient to discuss the real-life benefits of the medication and positive effect on patient’s lives.
This targeted approach to put the news in context led to coverage that exceeded client expectations in terms of both quantity and quality.