Preventing stroke when the beat goes wrong

• Challenge: Launch a new non PBS-listed therapy to prevent strokes in patients with a largely unknown heart condition – atrial fibrillation – in a manner which complies with the industry’s Code of Conduct and is not seen as ‘pressuring’ the Government for reimbursement.

• Strategy: Engage the country’s top medical experts to highlight the significant unmet medical need in the area of atrial fibrillation, encouraging patient interest in the new therapy and involvement in a product familiarisation program being rolled-out for doctors.

• Results: Widespread reporting on the availability and benefits of the new therapy across broadcast, print and online media in metropolitan, suburban and regional areas. The coverage drove large numbers of patients to consult their doctors about the new therapy and boosted enrolments in the company’s product familiarisation program.

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