This document outlines a case study and campaign for Sanofi to launch their Menactra vaccine against invasive meningococcal disease (IMD) in Malaysia. The campaign's objectives were to build media awareness of IMD and the need for vaccination, generate positive media coverage of Menactra through a press launch, and inform/educate the public and medical professionals. The press launch featured experts discussing IMD and Menactra's benefits. Coverage was achieved across print, broadcast, and online media from June to August 2013.

1. Case Study:
Healthcare work

2. Sanofi
Kuala Lumpur, Malaysia

3. Campaign brief
Launch Menactra as the vaccine against IMD for patients 9 months
old and above.
Target audience:
•
•
•
•
Young parents and new mothers
Students
Malaysians who travel regularly
Medical professionals
Inform the general public about the need to take added precaution
since Malaysia and other tropical destinations (such as Middle East &
Africa) provide ideal conditions for the disease to spread silently.

4. Objectives
Build media awareness and advocacy for Menactra
Raise awareness of the unmet need for a vaccine that protects against
Invasive Meningococcal Disease
Inform and educate appropriate publications through a press launch about
the benefits of Menactra
Generate positive media coverage in Malaysia through a press launch
Inform and educate the public about IMD and the benefits of Menactra

5. Press Launch Concept
Highlight how quickly the disease can strike and its grave impact within 24
hours when a child has IMD.
The clock is the recurring theme in the press conference, with a banner
showing the early symptoms, classic symptoms, and late symptoms in each
section of the clock.
Media event with chosen KOL discussing IMD.
Managing Director discussing Sanofi’s presence in Malaysia.
Major publications and TV stations present.
Substantial amount of coverage from both mainstream print, TV, and online media.

6. Scope of Work
June to Aug 2013
•Tea with Dr Bravo - KOL discussed IMD to a select group of journalists as a
pre-launch informational session.
•Dr Musa on The Bigger Picture - KOL discussed IMD on BFM, a highlyregarded radio station in Malaysia.
•Vaccine press launch - invited key media in KL where Dr Musa discussed IMD
and Menactra as an effective way to protect against the disease.
•Sustained media pitching – sustained PR pitching as a topic to health and
lifestyle media during and after the media launch.
•Seeding in media forums - agency will seed information about IMD to drive
awareness and consideration of a preventive mindset post launch.

7. Media Coverage
 Broadcast
 Print
 Online

8. Coverage Highlights
My Child Malaysia – 18/7

9. Coverage Highlights
NTV 7, The Breakfast Show – 22/7

10. Coverage Highlights
New Straits Times – 17/7

11. Coverage Highlights
Kosmo – 17/7

12. Sanofi: Menactra

13. Sanofi: Menactra

14. Coverage Highlights
Bernama – 17/7

15. Coverage Highlights
Bernama (Malay) – 17/7

16. Coverage Highlights
Sinar Harian – 17/7

17. Coverage Highlights
Borneo Post – 18/7

18. Coverage Highlights
Oananews.org – 18/7

19. Coverage Highlights
Sin Chew Jit Poh – 19/7

20. Coverage Highlights
Daily Express – 19/7

21. Coverage Highlights
My Child Malaysia – 20/7

22. Coverage Highlights
Lowyat.net – 10/7

23. Coverage Highlights
Parenthots – 11/7

24. Coverage Highlights
Malaysian Motherhood – 11/7

25. Coverage Highlights
Eventbrite – 11/7

26. Coverage Highlights
Scoop Asia – 11/7

27. Coverage Highlights
Social Vents – 11/7

28. Coverage Highlights
Eventful – 11/7

29. Coverage Highlights
Estherlke – 11/7

30. Coverage Highlights
Mywanderingstory – 25/7

31. Coverage Highlights
Mywanderingstory – 25/7

32. Coverage Highlights
Mywanderingstory – 25/7

33. Thank You