FACT SHEET: Cardiovascular
MCS has built its reputation on successful cardiovascular communications programs in support of treatments for acute coronary syndromes, heart attack, hypertension, hypercholesterolemia, congestive heart failure, stroke and much more. On behalf of our cardiovascular clients, MCS
- Provides clinical trial communications and data support
- Directs FDA review and approval communications
- Educates physicians and consumers on products and/or diseases
- Provides patient support
- Builds corporate and professional alliances
Acute Coronary Syndromes (ACS)
Our expertise in cardiology is grounded in our understanding of the complexities of the circulatory system. We know the history of the treatment of acute coronary syndromes because we helped publicize the results of some of the earliest trials to examine whether fibrinolytic therapies could improve heart attack outcomes.
- As the agency of record for Genentech's cardiovascular franchise for the past decade, MCS has supported new products and new indications. Our efforts have included the launch of TNKase® for acute myocardial infarction and communication of clinical study results from prospective trials to retrospective analyses of data from the company-sponsored National Registry for Myocardial Infarction.
- For sanofi-aventis' market-leading low-molecular-weight heparin, Lovenox®, MCS launched five of seven U.S. indications, including the product's approval for unstable angina/non-Q-wave myocardial infarction, the first prescription drug to receive this designation. We provided public relations support from the announcement of trial results through the launch of this label extension, including media relations for the:
- Presentation of data from the 3,000-patient, international Efficacy and Safety of Subcutaneous Enoxaparin in Non-Q wave Coronary Events (ESSENCE) trial at the American Heart Association's Scientific Sessions
- Publication of this study in The New England Journal of Medicine
- FDA's Cardiovascular & Renal Drugs Advisory Committee meeting
- FDA approval
Hypertension
MCS has provided public relations support for six antihypertensive products, from Tenormin®, a beta blocker introduced in the 1980s, to Inspra™, a selective aldosterone blocker approved in the US in September 2002. On behalf of Pharmacia's Inspra, we provided data support at five medical meetings during the year leading up to approval, including the American College of Cardiology (ACC) Meeting, the Joint Meeting of the International and European Societies of Hypertension (ISH/ESH) and the European Society of Cardiology Meeting. Covered by national newspapers, national newswires and numerous cardiovascular and health trade publications, our clinical trial communications reached an audience of more than 11.2 million. A separate media relations campaign to announce the FDA approval of Inspra reached an audience of more than 127.7 million.
Strategic Partnerships
To add credibility to our campaigns, MCS often builds alliances between our clients and leading professional and patient-advocacy groups. On behalf of Genentech's Activase, launched in 1996 as the first treatment for acute ischemic stroke, we partnered Genentech and the American Heart Association for the formation of the Metro Stroke Task Force. This regional grassroots initiative, which educated consumers and professionals on the need to treat stroke as an emergency, led to increased stroke treatment in pilot cities.
Educational Initiatives
MCS prides itself on the development of multifaceted programs to educate patients and professionals on issues in cardiovascular care.
- MCS worked with Genentech to develop the Stroke Center Local Media Awareness Toolkit. These kits are distributed to certified stroke centers to help them raise awareness of stroke signs and symptoms and the need for emergency treatment, while informing their communities about the benefits of seeking treatment at stroke centers.
- MCS conducted the public relations launch of the cardiology Web site TheHeart.org. The international premiere of the portal, which was designed to be the most authoritative and comprehensive source of cutting-edge cardiovascular information online, was conducted during the American Heart Association's Scientific Sessions.
Results
At MCS, our definition of results extends well beyond the media placements we achieve for our clients. Initiatives that we have developed have contributed to delaying the downward market share spiral caused by patent expiration and have secured market share for newly introduced products in crowded categories in the absence of advertising. On occasion, they have changed patient behavior and even saved lives. An article placed in Business Week on the approval of Activase t-PA for stroke was read over a cell phone to an emergency department physician by a woman bringing her father to the hospital with a suspected stroke. Upon arrival, he was treated successfully by the awaiting emergency department team.
Our media results regularly include significant placements in major markets and cardiology trades. Some highlights include:
- USA Weekend, The Wall Street Journal, The New York Times, The Washington Post (Inspra FDA approval)
- Associated Press, The Wall Street Journal (Activase for stroke)
- CNN (TNKase data support at the American Heart Association's Scientific Sessions)
- Woman's Day, US Pharmacist, Advance for Nurses (Lovenox for deep-vein thrombosis)
