Context

The leading pharmaceutical company across the Americas launched a new medical treatment for symptoms of reflux, gastritis, and heartburn; Mexico was the second country worldwide to receive this new medication. 

Goal: Introduce the Ki-Cab (Tegoprazan) treatment to the media through various public relations strategies and editorial content.

ActionsA launching strategy was proposed in which the following activities were highlighted. 

  • Event coordination
  • Media event
  • Press releases
  • Media training for specialized spokespersons
  • 1:1 interviews with spokespersons
  • Media advertising

Results

Over 6 months, the company obtained 51 media mentions, 60% in AAA media, and generated 20 interview slots for its various spokespersons.

  • +75 million impacts
  • +2 million pesos in EVP