Bioiberica

{ CLIENT }
CSbBioActive™ (GAIT Study)

{ CAMPAIGN GOALS }
TO PROMOTE THE POSITIVE RESULTS OF THE NIH GAIT STUDY
Initial data from the first abstract indicated positive results for Bioiberica’s Chondroitin Sulfate (CSbBioActive™) that was used in the study.

{ STRATEGY }
LAUNCH A NATIONAL MULTI-MEDIA PR CAMPAIGN
We were planning to use the published data and the lead researcher as the basis of the PR campaign

{ IMPLEMENTATION }
We were engaged by Bioiberica to conduct pro-active and re-active public relations surrounding the results of the NIH GAIT study (Bioiberica’s CSbBioActive™ was used in the study). This two-part project consisted of disseminating science from Bioiberica on chondroitin sulfate in general and their CSbBioActive™ brand in particular.
We produced two white papers. The first in advance of the initial GAIT study results to demonstrate the body of evidence supporting the use of chondroitin sulfate as a valid treatment option for osteoarthritis. The second immediately following, in order to highlight newly published studies.

A press kit was produced with a significant number of releases highlighting particular studies accompanied by the white paper and medical spokesperson bios.

Because of the nature of the GAIT study abstract announcement, which was released in advance of the ACR (American College of Rheumatology) meeting in San Diego in October 2005 the results were very positive in favor of chondroitin sulfate. The subsequent presentation by the lead researcher Dr. Clegg was less than favorable resulting in a flurry of media headlines “Supplements Don’t Work for Arthritis Pain”.

ADinfinitum was ready for the negative media and the final study publication in the New England Journal of Medicine in February 2006. After an intensive six-month campaign, many editors, writers and journalists were reporting that people needed to look deeper than the initial data and that in fact the overall results for patients with moderate to severe pain was compelling and positive for chondroitin and CSbBioActive™.

An integrated strategy was employed including:

Video News Release, Wire Releases, Press Kit Mailing,
Wire Releases, Teleconference, Media Relations

We then engaged in a similar campaign surrounding the ACR meeting in Boston in October 2007. This time we extended our consumer reach by using a mat release for on-line and newspaper coverage as well as wire releases and media relations and engaged Dr. Theodosakis. He is a well-known expert and author on Chondroitin Sulfate as the campaign’s spokesperson.

{ RESULTS }
Not only were we able to achieve significant positive media coverage (81 million consumer impressions), we were able to avert a disastrous impact on the sales of Chondroitin Sulfate. From an initial decline, Bioiberica was able to stabilize US sales in their professional market.