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UK media data outreach for American Diabetes Association (ADA)

We were tasked with achieving 20 pieces of coverage for three diabetes data announcements at the ADA congress, which generates high levels of competitor noise in the media.

Through building upon existing relationships with UK media, key journalists were aware of the preliminary messages and anticipated timings for full data announcements in the weeks leading up to ADA. Approved UK materials were shared under embargo upon request, in addition to wider medical media outreach upon release of the data. The approach was a great success, securing a total of 61 pieces of coverage with 95% positive in tone, 86% including spokesperson comment and crucially, 81% key message presentation.

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