FACT SHEET: Infectious Disease
Through our work in a variety of stages in a product's lifecycle, MCS has become adept at managing numerous issues facing the infectious disease marketplace, from the misuse of antibiotics to the fear and lack of trust in vaccination programs. We have worked with many third-party organizations and key thought leaders, including government offices, to raise awareness of infectious diseases and dispel misconceptions. Our efforts to communicate key messages to the public have led to meaningful campaigns that have benefited the patient's well-being and helped meet our clients' marketing goals.
Focus on Vaccines and Anti-infectives
MCS has provided a full spectrum of communications support for several vaccines including Acel-Imune®, an acellular pertussis vaccine for children, and Varivax®, a vaccine against chicken pox. In addition, MCS has managed communications programs for anti-infectives including Maxipime®, the first fourth-generation injectable cephalosporin antibiotic against both gram-positive and gram-negative bacteria, and Picovir™, an investigational treatment for the common cold.
Third-party Organizations/Thought Leaders
MCS has partnered with a number of advocacy groups to enhance the receptivity of key product messages in national and regional media campaigns. One such initiative included a multi-faceted consumer program in which MCS assembled a coalition of pro-immunization partners, including the American Nurses Association/Every Child by Two, the Association of State and Territorial Health Officials and the American Academy of Pediatrics (Philadelphia chapter), to convey the availability of and need for Acel-Imune in the face of opposition by several anti-vaccination parenting groups.
Pre-approval Communications
MCS is particularly strong in communicating scientific data in a pre-approval market. Our experience in pre-approval communications ranges from development of background materials for Cidecin®, an antibiotic under investigation for treatment of serious gram-positive infectious diseases, to campaigns supporting clinical trial results for Picovir.
MCS has also conducted a media relations campaign to promote a Phase III data presentation at the Interscience Conference on Antimicrobial Agents and Chemotherapy (ICAAC) on the challenges associated with the perception of the common cold as an insignificant health problem. The campaign included a national survey demonstrating the impact of colds on sufferers' daily lives and gauging the satisfaction of current over-the-counter cold products. We partnered with a respected infectious disease research institution (University of Virginia) and conducted an ambitious media campaign aimed at securing an exclusive in USA Today, followed by feature stories by the Associated Press and NBC.
Consumer/Professional Education
The standard of pediatric immunization has been continuously challenged in recent years due to parental confusion about the types and number of vaccines recommended for children, the misconception that vaccinations are no longer necessary and fear of serious side effects. To help build understanding and trust of these issues, campaigns that seek to educate are essential. To promote the use of Children's Tylenol® in immunization after-care and establish brand loyalty, MCS leveraged media interest in National Infant Immunization Week as a window of opportunity. MCS initiated an immunization education program for health care providers and parents consisting of a grassroots media tour featuring a pediatrician thought leader, a radio news release and a mat release discussing the side effects of vaccines. In addition, patient brochures discussing the importance of vaccinations and how to best manage possible side effects associated with immunizations were disseminated.
