#ForThemForUs: How JPA Health Amplified Awareness of Zoonotic Diseases
In recognition of World Rabies Day, JPA Health set out to inspire global action through the #ForThemForUs campaign, supporting the World Health Organization’s goal of zero dog-mediated human deaths by 2030.
The Impact
1,005
media
placements
#ForThemForUs
hashtag reached
54k+
people
215 million
potential
audience
reach
The Challenge
Each year an estimated 59,000 people die from rabies, nearly all caused by dog bites. This is due to low rates of canine vaccination in rabies-endemic areas and a lack of awareness about the disease.
Our Approach
Knowing protecting dogs from rabies also means protecting humans, JPA Health created #ForThemForUs. The campaign tapped into humans’ love of dogs to drive understanding of how protecting dogs from rabies protects us all.
The Solution
#ForThemForUs was turned into a comprehensive toolkit for 50+ markets around the world to use in their local communities, including infographics, videos, media materials, digital ads, email and social graphics and thank you cards.
To reach the U.S. public, we published a mat release educating dog owners on the importance of ensuring their pets’ vaccines are up to date. We also tapped into the power of social media by working with one dog and two veterinarian influencers to raise awareness.
Related Work
Etripamil: How JPA Health Amplified Pivotal Cardiology Trial Data at AHA
JPA Health helped bring attention to pivotal Phase 3 clinical data for Milestone Therapeutics’ investigational therapy etripamil, being studied to treat paroxysmal supraventricular tachycardia (PSVT), an abnormality in the electrical system of the heart. There is no cure for this condition.
The Impact
5
Media
Interviews
20
Original
News
Articles
100M
Potential
Audience
Reach
The Challenge
The American Heart Association (AHA) Annual Scientific Session is a crowded and busy medical congress. JPA Health was tasked with securing a steady drumbeat of media coverage that would raise awareness of etripamil’s positive Phase 3 data ahead of Milestone’s submission to the U.S. Food and Drug Administration.
Our Approach
JPA Health crafted a targeted embargoed media outreach strategy that would amplify top-line pivotal data to key audiences. This approach allowed influential reporters the opportunity to review the trial’s findings ahead of AHA and allowed them adequate time to speak directly with Milestone spokespeople.
The Solution
Ahead of AHA, we conducted embargoed outreach to key reporters with an offer to join a weekend virtual roundtable to discuss the data prior to its release. During the roundtable, Milestone gave a brief presentation on the data followed by a Q&A with reporters. JPA Health also implemented an ongoing, non-embargoed media strategy to an extended list of outlets to prolong coverage past release day.
This strategy led to positive coverage in opinion-shaping outlets including STAT News, FierceBiotech, Endpoints News, BioSpace, Kaiser Health News, Medscape and more.
Related Work
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.
The Impact
146
media
placements
573
million
potential
impressions
100+
social
media
posts
The Challenge
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.
Our Approach
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.
The Solution
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.
Related Work
White House Conference: How JPA Health Positioned Kroger Health for Leadership
JPA Health helped positioned Kroger Health as an industry leader at the White House Conference on Hunger, Nutrition and Health, at the center of the conversation on improving America’s relationship with food.
The Impact
16 industry
leaders joined
closed-door
roundtable
Direct
communication
to 24,000
stakeholders
87,000
potential
audience
reach
The Challenge
Millions of Americans are affected by food insecurity and diet-related diseases. Kroger Health had one month to seize a leadership position on the issue during the White House Conference on Hunger, Nutrition, and Health.
Our Approach
JPA Health developed a multi-faceted approach to capitalize on the one-day event: a roundtable discussion with industry leaders, a conference watch party, news and social media outreach, and a strategic thought leadership plan for Kroger executives to continue the conversation online.
The Solution
In conjunction with the White House Conference, JPA Health executed an industry roundtable with key leaders who discussed solutions for hunger, nutrition and diet-related chronic disease. We hosted a public-facing White House Conference Watch Party on X (formerly Twitter) and a Zoom Webinar, with over 24,000 attendees invited. Additionally, real-time content posted on Kroger Health social media channels helped elevate awareness, reaching over 87,000 people.
Related Work
WASHINGTON, D.C., October 26, 2023 – JPA Health today announced that it has been awarded a multi-year, multi-million-dollar contract from the Substance Abuse and Mental Health Services Administration (SAMHSA) to support a national effort to jointly address recovery from mental health and/or substance use disorders among young adults.
The contract comes at a time when young people in America are facing an unprecedented mental health crisis: Nearly 1 in 3 adults had either a substance use disorder or any mental illness in the past year, and 46 percent of young adults 18-25 had either a substance use disorder or any mental illness, according to SAMSHA’s National Survey on Drug Use and Health (NSDUH).
In light of these trends, JPA Health and its partner ICF Next have been tasked with helping SAMHSA develop and launch a National Recovery Campaign encouraging young adults to seek or continue treatment for substance use disorder and/or mental illness.
Key Takeaway
– JPA Health wins SAMHSA contract
– Work focuses on mental health crisis
– Launching national campaign
Related Case Studies
“We are honored to help SAMSHA implement a national recovery campaign for young adults who are disproportionately affected by mental illness and substance misuse,” said Carrie Jones, CEO of JPA Health. “This important work builds off our proven track record at SAMHSA and other federal health agencies addressing suicide prevention, mental health and substance misuse prevention efforts. We are excited to offer our expertise to SAMHSA as the agency communicates evidence-based strategies to improve the behavioral health of our nation.”
To support the National Recovery Campaign, the JPA Health team will:
- Conduct formative research using evidence-based practices to understand the needs for and barriers to accessing treatment and recovery supports.
- Create and test messages and materials that support targeted public education efforts highlighting that recovery is real and possible.
- Monitor and measure the reach and impact of the campaign’s messaging.
About JPA Health
JPA Health is an award-winning independent, full-service agency established in 2007. With four offices in the U.S. and UK (Washington, D.C., New York, Boston, London), the company provides omnichannel marketing, public relations, and advocacy services. JPA Health recently was awarded PR Daily’s Agency of the Year, 2023 and included in MM+M’s Agency 100. The firm is a leader in the health sector recognized for its work designing health campaigns that drive change and deliver measurable results. The JPA Health team is passionate about helping people live healthier lives. To learn more, visit www.jpa.com
About SAMHSA
The Substance Abuse and Mental Health Services Administration (SAMHSA) is the agency within the U.S. Department of Health and Human Services (HHS) that leads public health efforts to advance the behavioral health of the nation. SAMHSA’s mission is to lead public health and service delivery efforts that promote mental health, prevent substance misuse, and provide treatments and supports to foster recovery while ensuring equitable access and better outcomes.
Elevate Your Corporate Communications Program
JPA Health is recognized for its work delivering exceptional corporate communication services. We blend innovation, insight, and industry experience to elevate and empower our clients in the dynamic world of healthcare. We offer a full suite of corporate communication services guaranteed to elevate your company’s brand.
Art of Storytelling: Since 2007, we’ve been assisting healthcare organizations in crafting and sharing impactful stories that inspire action. Our expertise in corporate communications not only enhances brand perception but also drives engagement, catalyzes behavior change, and contributes positively to the bottom line.
Media Relations: In today’s world, inundated with constant content, traditional media still holds significant influence. We specialize in designing and executing strategic media campaigns that effectively disseminate your message to key audiences. Our success in generating positive media coverage stems from strong relationships with journalists across various platforms, including national and regional news, TV, radio, and online publications, as well as trade outlets. We skillfully blend earned media with a mix of owned, paid, and shared media to maximize impact.
Influencer Engagement: The persuasive power of influencers remains strong. When aiming to reach HPCs, patients, or other vital stakeholders, leveraging influencers can help you break through the clutter. Our influencer relations model ensures that your message reaches change-makers.
Thought Leadership: People don’t make decisions in isolation, nor do they base them solely on facts or numbers. Instead, they seek guidance, opinions, and expertise from respected authorities, also known as stakeholders. In an era of intense competition for attention and heightened public scrutiny, JPA can assist in cultivating and nurturing these vital stakeholder relationships.
Crisis Management: Skillful crisis management is crucial for maintaining business continuity and reputation. A robust crisis management plan ensures smooth operations during challenging times and protects your image. Effective communication, both internally and externally, is essential for managing the situation effectively.
Our Clients
Our Expertise
Advocacy & Public Affairs
Marketing & Advertising
Medical Communications
Public Relations
Health Tech & Services
Public Health
Life Sciences
Federal Government
Featured Insights
WASHINGTON, DC, October 11, 2023 — JPA Health, a global full-service, independent marketing and communications agency, announced today the addition of Tish Van Dyke to the role of executive vice president (EVP).
In her new capacity at JPA Health, Van Dyke will lead the agency’s Public Health and One Health offerings, working with clients to expand their visibility and impact to create lasting, positive change that will improve people’s health and wellbeing. She will be based in the agency’s Washington, D.C. office.
“We are thrilled to welcome Tish to the leadership team here at JPA Health,” said Carrie Jones, CEO of JPA Health. “With her proven track record of excellence in counseling clients, mentoring staff and delivering strong results for companies, brands, government agencies, and nonprofits, Tish will play a pivotal role in serving our clients and helping our team rise to even greater heights of success.”
Key Takeaway
– JPA expands leadership team
– Agency bolstering Public Health practice
Related Case Studies
An industry veteran, Van Dyke is a strategic communications leader who has worked across brand, corporate, public affairs, and issues management. Prior to joining JPA, Van Dyke spent more than 20 years at Edelman, where she was a member of the firm’s global health leadership team and oversaw the agency’s efforts to build offerings in health and technology and health and food. Until early 2019, Van Dyke served as chair of Edelman’s global food and beverage sector, responsible for overseeing and building the largest food and beverage portfolio and advisory team in the industry. In that role, she also directed the development of the agency’s food-related intellectual property. Most recently, Van Dyke was one of the founders of fluid-Collective, a global network of senior advisors working with organizations tackling communications-intensive business issues. Additionally, she worked with Sound Counsel, a risk, issues management and crisis-focused consultancy.
“JPA Health embodies so much of what I believe clients are looking for from agencies today – a health-centric, global agency with a dedicated team of experts who share the collective goal of helping people live healthier lives,” said Van Dyke. “I have long admired how they are building relevant and impactful client offerings, so I’m thrilled to join this woman-owned, award-winning agency and look forward to being part of a world-class leadership team that is focused on developing talent, teams, and offerings that meet client needs and are reflective of JPA’s client-focused, data-driven, omni-channel approach.”
Throughout her career, Van Dyke has advised clients including AB InBev, Danone, Johnson & Johnson, Kaiser Permanente, Microsoft Health, Novartis, Pfizer, Unilever, Walmart and Yum! brands build leadership platforms, navigate complex issues, and create advocacy for their brands and business.
About JPA Health
JPA Health is an award-winning independent, full-service agency established in 2007. With offices in the U.S. and UK, the agency provides marketing, public relations, and advocacy services. JPA Health was named PR Daily’s Agency of the Year 2023 and included in MM+M’s Agency 100. The firm is a leader in the health sector for its award-winning work designing health campaigns that drive change and deliver measurable results. The JPA Health team is passionate about helping people live healthier lives. To learn more, visit www.jpa.com
The AI-driven strategic and messaging tool comes with uncompromised data confidentiality
GRETEL Trails is the only AI-Insights engine to be backed with over a decade of audience analysis
WASHINGTON, DC, July 10, 2023 — JPA Health, a full-service, independent marketing and communications agency, today announced the launch of its new marketing tool, GRETEL Trails. Designed to enhance clients’ communications strategies, this AI-powered insights engine and chatbot unites the power of GPT-4 alongside JPA Health’s proprietary precision communications platform, GRETEL®.
Leveraging a decade plus of data, along with machine learning algorithms, these platforms merge together comprehensive research to create customized trails for each client’s unique project. These innovative tools provide clients with insights necessary to curate impactful, targeted communication campaigns along with unprecedented understanding of complex and difficult to engage audiences.
Key Takeaway
– Reinventing omnichannel marketing
– GRETEL Trails boosts content strategy
Related Case Studies
“We are witnessing a transformative shift in the way we work, driven by rapid advancements in data analytics and artificial intelligence,” said Carrie Jones, CEO of JPA Health. “At JPA Health, we have fully embraced this technology and acted swiftly to provide our clients with a cutting-edge tool that empowers them to make data-driven decisions. It’s no longer just about delivering messages; it’s about delivering the right messages to the right people at the right time. With GRETEL Trails, we are redefining the way our clients connect, communicate, and thrive in this ever-evolving landscape.”
Ken Deutsch, who leads the Research and Insights team at JPA Health, added: “We strive to enable our clients to engage with and understand their target audiences more effectively and deliver their messages with utmost precision and impact. We are delighted to roll out GRETEL Trails, a powerful new resource that will revolutionize how life science companies understand and engage with their target audiences.”
GRETEL Trails leverages an extensive dataset of social media posts discussing relevant health issues and cross-references it with millions of audience and segmentation data records. By utilizing GPT-4 trained with audience-specific data for each health topic, JPA Health ensures accurate and impactful responses while maintaining the confidentiality of client data. No data input by GRETEL is used to train GPT-4, guaranteeing uncompromised data security.
In addition, JPA Health offers organizations an enhanced tool, GRETEL Trails+. This digital solution incorporates current market research data and insights, such as in-depth interviews (IDIs), surveys, and personas for a holistic view of target audiences. Designed for marketers, the interface incorporates a user-friendly chatbot making it an easy application to analyze vast amounts of data in seconds.
GRETEL Trails will be available to clients immediately. For more information about GRETEL Trails, please visit www.jpa.com.
About JPA Health
JPA Health is an award-winning independent, full-service agency established in 2007. With offices in the U.S. and UK, the agency provides marketing, public relations, and advocacy services. JPA Health recently was awarded PR Daily’s Agency of the Year, 2023. The firm is a leader in the health sector for its award-winning work designing health campaigns that drive change and deliver measurable results. The JPA Health team is passionate about helping people live healthier lives. To learn more, visit www.jpa.com.
About GRETEL®
The proprietary GRETEL precision communications engine is designed to help users navigate the complex landscape of health communications by providing data-driven insights, identifying trends and understanding audience preferences. By analyzing large datasets, it can identify themes, trends and preferences within specific health topics, enabling the development of targeted and effective messaging strategies to engage with audiences.
Access to accurate, understandable health information is an important part of ensuring equitable access and use of public health and healthcare services.
At JPA Health, we always consider this lens of accessibility in how we can make our health tools and resources that everyone needs to make informed decisions available for the communities our clients serve. We challenge ourselves to consider three critical topics in advancing accessibility through public health communications: reaching people where they are, with information they can understand, and in a way that acknowledges people’s cultural context.
Reaching People Where They Are
In public health, we develop a variety of resources and tools to reach our audiences. It is important not to assume that everyone receives their information in the same way. We should also ensure that we are using channels that do not leave people out and consider people’s lived experiences to engage as many people as possible. We should ask ourselves the following:
Key Takeaway
– Health info must be accessible
– Health literacy is high demand
Related Case Studies
- Availability – does the communications activity require a time commitment or restraint (i.e., must be completed by a certain time of day)? Not everyone works similar hours and many people have limited availability.
- For example, if we want to understand working parents’ perspectives on child vaccinations, asking them to travel a long distance to participate in a two-hour focus group may not be accessible.
- Technology – does it require someone to have access to the internet or a particular device?
- For example, many people have access to a mobile phone but not a computer, so it is important to make websites and other digital resources mobile-friendly.
- Geographic Location – does it require someone to travel or live in a particular area?
- For example, if we are trying to reach people living in rural areas where there are food deserts, having advertisements in a grocery store may not be accessible.
Providing Information People Understand
Health literacy means how well an individual can find, understand, and use information and services to inform health-related decisions and actions for themselves and others. Historically, our healthcare system does not provide us with easy-to-understand information. So, as public health communicators, we must consider the following as we develop and publish information:
- Plain Language – Often, public health topics can be hard to understand. For example, announcing the findings of a new clinical research study often includes jargon and technical explanations. Using common language allows more people to benefit from the latest research.
- Reading Levels – According to The Literacy Project, 50% of Americans cannot read a book above a 5th grade reading level, which means any information written for the public should be written at, or below, that level.
- Mental Ability – When disseminating information, think about the level of mental ability required. For example, a timed online survey may not be accessible for someone with a cognitive disability such as ADHD.
Acknowledging People’s Cultural Context
Cultural and linguistic competency, or the ability to communicate effectively and interact with people from different cultures and languages, is essential to ensure that audiences connect with and understand our messaging. Consider the following:
- Language Preferences – If the audiences we seek to engage primarily speak Spanish or Italian, we should ensure that all messaging and materials are available in those languages.
- Core Cultural Values – In some cultures, respect for elders is highly valued, and many young people take care of their elders in multi-generational households. How could we create ways to engage young people to help support the health of the older adults in their lives?
- Existing Cultural, Religious or Other Beliefs – Some cultures have more hesitancy towards western medicine. How can we ensure we recognize naturalistic beliefs in relation to preventative health?
At JPA Health, we strive to approach our work with every client through a lens of accessibility so that every community can receive, understand, and use the information and resources they need to live healthier lives, and we will continue to grow and adapt as we learn more. Check out our Public Health Practice to learn more about our work.
While the health industry continues its transformation toward new technology models and exploring the future of patient care, as PR pros we must also consider what the media trends are that contribute to the rise and fall of these discussions and what they mean for the news cycle. To that end, here are four evolving trends we’ve spotted as we move into 2023 and what they mean for our clients:
Journalists are actually returning to office
During the pandemic, many journalists worked from home, and it was difficult to get in touch with them outside of standard emailing. Office numbers went unanswered and voicemail boxes were too full to leave messages. For the most part, unless someone had a strong relationship with a reporter, many communicators did not have access to personal contact info. However, journalists at several outlets, including the Wall Street Journal, Barron’s, and MarketWatch.com, among others, have been requested to return to their offices if not full time, then in a hybrid capacity.
Key Takeaway
– Journalists returning to offices
– Layoffs impacting media relationships
– Gen Z reshaping journalism trends
Related Case Studies
Some, such as New York Times staff , have been extra vocal in fighting against this policy, though it has not impacted everyone.
What this means: While this will make things a little easier to reach some journalists, timely follow up and being careful about the language we’re using when crafting pitch letters should always remain top of mind.
Layoffs upon layoffs across the board
Similar to the height of 2020, there is a strong decline in the number of reporters in newsrooms as layoffs amass across industries , and those who remain are being assigned to several beats to cover the workload. Vox Media, Dotdash Meredith, Wall Street Journal, Washington Post, Barron’s, AdWeek, CNN, CBS, Gannett/Tenga, and MarketWatch are just some of the newsrooms that have announced massive layoffs in January, along with local outlets across the country.
What this means: Communications professionals will need to manage new relationship development and keep in touch with reporters who are moving around now. We always need to ensure we’re sharing high-value news and viewpoints to breakthrough inbox clutter.
The Gen Z influence
Gen Z is making a play to insert itself into the newsroom dynamic. The issues shaping this generation and capturing their attention primarily revolve around climate change, political polarization, equity among minority groups, and economic uncertainty. They are looking for experts to provide insights and answers to these big-ticket issues and want to be part of finding solutions to share with the public in meaningful ways. They care deeply and are not generally content with traditional “news” items (even if it’s an assigned piece) that have driven industry coverage the last 20+ years. Gen Z consumers turn to social media sites for news significantly more than millennials and above, and they’re looking for it in non-traditional media spaces such as on TikTok and Snapchat.
What this means: We need to bring our clients out-of-the-box thinking and trend ideas on ways to reach Gen Z reporters and audiences. We must deliver informed counsel about the changing landscape of journalism including who is doing it and what exactly they are looking to write about.
Robots in the newsroom? What!?
Some outlets, such as CNET and BuzzFeed , have used and are using AI robots to write articles and content. Since November 2022, CNET has used AI to write 77 articles. However, after some vocal skepticism and some identified factual errors, ultimately, CNET has paused using the AI tool for the time being.
What this means: We don’t know but are going to continue monitoring. AI authors remove the opportunity for crucial human interaction with reporters and may limit our access and idea-sharing.
From a health standpoint, we still do not know the extent that an AI tool would be able to break down complex scientific and medical information, which may leave most of our health trades and outlets with human staff for now.
As always, we must provide thoughtful counsel to our clients about how to operate within a changing media landscape while also being respectful of the journalists with whom we work.