Wyeth

Ogilvy was approached by Wyeth to assist in lobbying policymakers to adopt a national immunisation programme to protect children below 5 years of age. Ogilvy compiled message formulation and strategy containing media outreach, public relations and organisation of a specialist medical workshop where healthcare professionals and policymakers could share the latest scientific information and discuss areas of common concern during European Immunisation Week. To properly manage Wyeth’s reputation in this assignment, Ogilvy compiled a database of all key policymakers, paediatricians, public health officials, GP’s and other stakeholders and a communication strategy to reach all groups using direct marketing, a call centre, e-marketing and media. The core message, “7 reasons why you shouldn’t be immune to immunisation” was featured in a full page, long copy, press advertisement placed in the national press. Ogilvy produced the event on a turnkey basis by handling media relations and writing press releases as well as compiling slide decks for speakers, producing collaterals including the workshop programme, digital marketing, scripts and provisioning call centre services. The results? Attendance targets for the workshop were reached and surpassed. And weeks later, the National Advisory Board on Immunisation made a public announcement that vaccines against infections in children should be made available for free on the National Health Service. Mission accomplished.