For more than two years, Myriad has been raising the profile of travel-related deep vein thrombosis (DVT) and Scholl Flight Socks through its in-depth media relations, opinion former and political affairs programme for the brand.
Media activity has focused on educating the consumer through a mixture of activities targeting consumer and national press. Intensive media campaigns around new product launches and key clinical research have obtained excellent coverage in national, consumer and regional press, which has been complemented by a programme of advertorials and reader offers in the female consumer press.
Pharmacists have also been informed about this vital health issue through a dedicated educational module, endorsed by the College of Pharmacy Practice, and completed by more than 1000 pharmacists across the UK and a programme of regular features in key pharmacy publications.
An endorsement package has also been secured with the Association of British Travel Agents (ABTA) to provide an additional forum to communicate brand benefits direct to consumers.
An active political campaign has seen Scholl Flight Socks working with the All Party Parliamentary Group on DVT awareness to focus MPs' attention on the issue and ensure the brand is at the leading edge of campaigning work. A well-attended political lunch was followed by a highly successful awareness conference hosted by leading politicians and attended by key opinion formers, healthcare and travel industry professionals and media.
The opinion former programme includes working both with leading medical consultants and charities such as the British Travel Health Association which has given rise to some major joint initiatives. |
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