Goal: Reduce needless deaths from stroke by standardizing treatments in emergency rooms of U.S. hospitals using a new pharmaceutical and educating the public about emergency procedures for helping stroke victims.
| Objectives | Publics | Concerns, Needs, Interests of Publics | Messages | Media |
|---|---|---|---|---|
| -Educate patients about procedures -Provide assurance and confidence -Make aware of stroke threat |
Americans at risk for stroke and their families | -Protective of health -Some are worried about stroke threat -Some unsure of what to do |
-Know the 3 R's (signs of stroke) -How to get treatment -Call doctor at first signs of stroke |
-Brochures -Stickers -Feature articles -Wallet reference cards -Posters -Health fairs |
| -Educate profesionals about new procedures -Build confidence in their ability to respond |
Doctors, nurses, EMS, ER personnel | -Concerned with knowing latest info -Feel responsible -Need to know a lot about different medical problems |
-Strategies for treating victims -Stroke victim psychology, treatment -How Freedox works, why should prescribe it |
-Ads in medical journals -Feature stories -Brochure -Free samples -Conventions -Valor awards for treating victims |
| -Build awarerness -Create0 public understanding of stroke treatment -Encourage coverage |
Media -Trade/medical journals -National media |
-Interested in current trends, innovations, human interest | -Stroke is #3 killer in America--relevant to audiences -Innovations in treatment (such as Freedox) -What to do when stroke strikes |
-Media kits -Interviews with Dr. James Smith -PSA on National Stroke Prevention Week |
| -Information about new product and program Build positive attitudes toward Upjohn's civic responsibility |
-Upjohn Employees | -Want to know what company is doing -Want to feel good about employer -Want to be prepared to talk about Upjohn with friends, family |
-Americans need to know the symptoms of stroke How Freedom was developed and its potentialDetails of work with National Stroke Association -How employees can get involved |
-Newsletter -Meetings-Intranet postings -Free stroke screenings for employees Informational packets |
| -Create understanding of promotion -Encourage active support |
National Stroke Association members and donors | -Devoted to educating public about, preventing strokes -Personally concerned about stroke treatment |
-How cooperative camaign works -How Upjohn supports NSA, benefits to group -Where campaign fits into NSA's program |
-Newsletter articles-Internal memos -Meeting presentations -Awards dinner presentation |