ASSIGNMENT
Pfizer named FWV agency of record for the state of North Carolina after a competitive review. The assignment encompassed influencing the mindset and behavior of politically influential individuals and groups around the state. FWV developed a three-pronged approach to shaping opinions.
VALUE PROPOSITIONS
Pfizer gets it. In other words, Pfizer understands and is taking action to help the rising costs of drugs, the increasing demands on physicians and helping the uninsured and underinsured.
PROGRAM ELEMENTS
FWV created the North Carolina Medicare Education Coalition, a partnership between Pfizer, the North Carolina Medical Society and the North Carolina Association of Pharmacists. The objective of the Coalition was to reach key audiences (influential, politically-active seniors, legislators and physicians) with the message that Pfizer is doing something about the critical healthcare issues of our time. Specific elements included creating a statewide Medicare Education Week, developing and placing radio and television commercials and newspaper advertising, conducting grassroots outreach and holding media events.
RESULTS
FWV reached approximately 89 percent of North Carolinians who make up the key audiences, multiple times and generated over 52 million gross impressions. Pfizer President Pat Kelly visited North Carolina twice; Bob Dole made an appearance on behalf of the Coalition; Senator John Breaux endorsed the endeavor and North Carolina State Representative Hugh Holloman and Department of Insurance Commissioner Jim Long also participated in Coalition events.
