HRA

The challenge

To manage the profile of HRA Pharma in the UK and Republic of Ireland, with a particular focus on the reproductive health sector and its flagship products ellaOne® and NorLevo®, ensuring we worked within the APBI guidance associated with prescription only medicines where applicable.

The solution

Throughout our long partnership with the brand, our team devised innovative ways of communicating with both healthcare professionals and the end user, such as; hosting medical advisory boards, creating original research for the UK and ROI markets, and undertaking radio and web TV activity talking about contraception generally, featuring well-known doctors as spokespeople.

The result

Our team managed to message across all national media platforms at the time of launch, reaching BBC Radio 1, 4 and 5Live, as well as print media such as the
Daily Telegraph, Daily Mail, the Sun, Times and front page of the Metro. We monitored all coverage throughout, correcting print errors and protecting the
brand where appropriate, and provided primary spokespeople with media training. We were able to secure coverage in high profile women’s magazines such as Cosmopolitan and Marie Claire for ellaOne®, plus coverage on 166 radio stations worth more than £230,000. We were also instrumental in managing communications during a move to over-the-counter status for Norlevo in the Republic of Ireland, making it the only emergency contraceptive available
without a prescription in the country.