FACT SHEET: Rheumatology
MCS has provided clients with innovative communications programs that inform physicians of the evolving treatment options for rheumatoid arthritis (RA) and urge patients to seek treatment. Our extensive experience in RA has enabled us to develop relationships with investigators from major institutions worldwide and made us a leader in rheumatology clinical trial communications.
Our Rheumatology Portfolio
MCS has implemented a variety of communications programs in support of rheumatology treatments, including:
- Biologic agents Remicade®, the worldwide market leader among anti-TNF therapies, and Enbrel®
- Rheumatrex®, an anti-metabolite, the standard treatment of care for RA
- SCIO-469, an investigational first-in-class drug that suppresses the inflammatory enzyme p38 kinase
- Tibolone, an investigational synthetic hormone for the treatment of osteoporosis
In addition to traditional media relations campaigns, MCS has developed and executed physician and consumer education campaigns, fostered third-party organization relationship building, provided medical meeting and clinical study communications support, and coordinated and implemented patient recruitment initiatives for clinical trials.
Rheumatology Education and Awareness
On behalf of Centocor Inc., MCS developed and implemented a public awareness campaign to address the importance of early diagnosis and treatment of RA. Working with Joy Fawcett, Olympic Gold Medalist, co-captain of the U.S. Women's Soccer Team and recently-diagnosed RA patient, MCS conducted a national campaign targeting both broadcast and print media that resulted in significant press coverage.
International Experience
On behalf of Schering-Plough Corporation, MCS provides public relations support for Remicade internationally. In addition to announcing major milestones, such as new indications for early RA and psoriatic arthritis, we have:
- Conducted Rheumatologist & Patient Surveys: MCS developed four European surveys. The first targeted more than 500 European rheumatologists and shed new light on current trends and practices in the treatment of RA, including optimal use of biologic therapies. A second survey focused on the recognition and treatment of patients presenting with symptoms and markers of rapidly progressing rheumatoid arthritis. A third survey revealed the current attitudes and clinical practices of rheumatologists in identifying and treating Ankylosing Spondylitis patients who suffer from other non-joint, inflammatory disease manifestations. And finally, a separate survey of RA patients in Austria was conducted by the Oesterreichische Rheumaliga (OeRL), a national patient advocacy organization. Highlights from the surveys were unveiled at the European League Against Rheumatism (EULAR) annual meetings in June 2005 and 2006.
- Provided Medical Meeting Support: In addition to data support/media relations at medical meetings, MCS developed and executed two major press events at EULAR on behalf of Remicade. Collectively, the events drew approximately 80 journalists representing 13 European countries. MCS also conducted infusion center tours to provide journalists with the opportunity to see the Remicade administration process first-hand. Tours were scheduled at infusion clinics in Berlin and Vienna for a select group of national print and trade reporters. To date, media coverage stemming from the press events and infusion tours reached an audience of more than 5.5 million.
EXTENDING MARKET LIFE: Reinvigorating an Established Product
The Food and Drug Administration approved Rheumatrex for the treatment of RA in 1988. Facing competition and seeing sales for the drug reaching a plateau, the Rheumatrex marketing team wanted to position the drug as the gold standard of treatment for RA among physicians, pharmacists and patients, as well as solidify its relationship with the American College of Rheumatology (ACR). In response to these goals, MCS developed "Rheumatrex Sharing Innovations." Components of the program included:
- "Rheumatrex Innovations Award for Design Excellence" -- a design contest aimed at the product's physicians, pharmacists and patients to encourage development of tools to aid in everyday life. The contest resulted in more than 250 entries, significant press coverage, an award reception at ACR's annual meeting and the creation and distribution of more than 1,000 follow-up booklets featuring many of the designs.
- "Forty Years of Artistry in Music and Medicine" -- a fundraiser gala sponsored by Lederle Laboratories, benefiting ACR Research and Education Foundation and commemorating the 40th anniversary of the discovery of methotrexate, the chemical basis for Rheumatrex, as well as the anniversary of the beginning of Tony Bennett's performing career. The event included an award presentation to the developer of methotrexate, a performance by Mr. Bennett and a reception at the High Museum in Atlanta. More than 1,500 ACR members and guests attended.
The Rheumatrex Innovation Award program received the Creativity in Public Relations Award (CIPRA) for excellence in health and medical public relations. More important, our work for Lederle helped to establish Rheumatrex as the gold standard choice of treatment for RA.
Clinical Trial Communications
Our rheumatology clinical trial communications experience began with our media relations support for the announcement of Phase II data of Immunex's investigational tumor necrosis factor inhibitor Enbrel. Because Enbrel addressed the treatment of RA in a novel, complex way, MCS embarked on an educational campaign to ensure that lay and professional media understood the science supporting its mechanism of action. In addition to hosting a media dinner at the annual ACR meeting, MCS developed a comprehensive science file containing all of the background information and relevant studies needed to develop news stories.
MCS achieved placements in print media including USA Today, The Journal of the American Medical Association and Arthritis Update. Broadcast segments appeared on CNN Headline News and ABC World News Tonight.
Patient Recruitment for Clinical Trials
MCS's expertise in compelling people to action and our in-depth understanding of communicating clinical information are demonstrated by programs we have created and implemented to enhance patient recruitment. Through targeted, multi-pronged communications programs, MCS has been a strategic partner to help ensure recruitment initiatives run smoothly and successfully and to reinvigorate stalled recruitment. MCS has supported patient recruitment for Tibolone for osteoporosis and Enbrel for rheumatoid arthritis.
