The Brief
ASTEROID was a groundbreaking clinical study for CRESTOR. Edelman was tasked to:
- Drive home the importance of the ASTEROID study to the medical community, consumers and key media through the story being told by lead investigator Dr. Steve Nissen at 2006 American College of Cardiology annual meeting
- Differentiate CRESTOR from other drugs in class in a way that accurately highlights its benefit-risk profile
- Work with the multiple stakeholders – JAMA, Cleveland Clinic, ACC Media, etc.
Campaign Overview
Campaign highlights include:
- Creating an overarching AZ/ACC Corporate strategy, linking key presentations on franchise brands: CRESTOR, ATACAND and D6140
- Seamless coordination and flawless execution between on-site, US/Global headquarters and agency partners with synchronized, regional strategies and messaging
- Coordinated media strategy with senior-level media experts to ensure the highest level of communication expertise
- Comprehensive event kits equipping CRESTOR local markets with the tools to host local ASTEROID press events
- Providing critical on-site meeting support, allowing for 24/7 access and communication counsel on-demand
Results
Working in true partnership with AstraZeneca, the strength of the ASTEROID story was shared with the national and global community:
- Over 1 billion media impressions
- Coverage spanned 28 countries/5 continents
- Over 100 Front Pages in National papers and International papers
- Top-tier broadcast coverage on EVERY National Network; Cable Evening; Morning and Late Night news programmes