Provigil^®

Background

In April 2004, Provigil received a significant extension to its licence. The launch aimed to generate awareness and support for Provigil amongst healthcare professionals and improve public understanding of excessive sleepiness.

Approach

The communications strategy centred on extensive outreach to consumer and medical media. A comprehensive press pack was distributed at launch, tailored to each media sector to communicate pre-agreed key messages. This was followed by extensive media sell-in and one-to-one briefings, taking full advantage of our strong relationships with key journalists.

Results

• Over 20 articles in medical media including Scrip, Pharmaceutical Journal and GP
• 26 articles in consumer media including The Times, News of the World, The Sun and Daily Mail
• 13 broadcast pieces including a feature on ITV’s This Morning
• Total audience reached in excess of 44 million people