CASE STUDIES HEALTH CARE
Reeves-Sain and Gardasil
Reeves-Sain, an innovative pharmacy based in Murfreesboro, Tennessee, wanted to improve vaccination rates of Gardasil, the HPV vaccine, by promoting their pharmacy as an alternative vaccination location. Reeves-Sain asked Burgundy Group to help them spread the word, and through media relations efforts, Burgundy Group achieved a
Reeves-Sain is a fixture in the Murfreesboro and Rutherford County communities, but many community members didn’t know the pharmacy offered immunizations, let alone the HPV vaccine, Gardasil. Reeves-Sain assigned Donna Randolph, one of their Community Pharmacy Residents from the University of Tennessee College of Pharmacy, the task of researching and improving the relationship between Reeves-Sain and local doctors, to raise awareness of the vaccine and increase vaccination rates. Burgundy Group assisted the research project by raising awareness of the vaccine’s availability and discussing the significant work of Reeves-Sain’s Community Pharmacy Residency program.
A press release providing background was sent to the Business Reporter and the Daily News Journal, the largest publication in Rutherford County. The goal of the media relations effort was to secure an interview between Michelle Willard, the DNJ business reporter, and Randolph.
The resulting article was served to the Daily News Journal’s circulation of up to 15,000 subscribing members, promoted across the DNJ and Reeves-Sain’s social networking platforms, and picked up by nine other news outlets: Pharmacy Today News, Vaccination News, University of Tennessee College of Pharmacy News, Union University Alumni News, The Telegraph, DelGazette, Fresno News, Arizona Foundation, and News Locker.
These efforts also resulted in a Guest Column in the Daily News Journal, titled “Parents need to consider children receiving vaccine against cancer,” which was published Saturday, Feb. 14, 2015.
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