Remove fears, start healing! Relaunch of the HPV Vaccination Program
Brief:
MSD aimed to relaunch the HPV vaccination program in 2011. The goal was to improve public understanding and acceptance of the vaccine by addressing communication challenges from the previous campaign.
Solution:
Through a thorough analysis, it became clear that the main issue was ineffective communication with key stakeholders. Point developed a carefully crafted strategy to engage all relevant parties, ensuring the relaunch would use insights from the past. A range of targeted tactics was implemented to build trust and support for the initiative.
Results:
The relaunch was a significant success. It led to the engagement of key stakeholders, who offered their official backing for the new vaccination campaign. Awareness of the campaign grew among both the public and decision-makers, and general practitioners’ views on the HPV vaccine became more positive.
The national HPV vaccination program is reimbursed as of 2023.
Note: Media relations and event organization, including the Athenaeum launch and the Flash-Mob at Unirii Metro station, were managed by McCann PR with support from Point.
- Client: Merck Sharp & Dohme (MSD)
- Year: 2011
- Challenge: In 2009, the Romanian Health Ministry launched an HPV vaccination campaign that did not achieve the desired results, primarily due to insufficient communication with parents, patients, and medical staff. As a result, public acceptance of the vaccine remained low, highlighting the need for a new approach.