Situation Analysis: While billions of dollars are spent yearly on research, there is no system in place to share critical information. This 'silo effect' – whereby the medical community is encouraged to confine data within their institutional walls – is the number one obstacle to finding a cure. Under the leadership of CEO, former pharmaceutical executive, and cancer patient Kathy Giusti, the MMRF is not only breaking down barriers to fast-track new treatments, but – through collaboration and unconventional partnerships – is changing the game for cancer research.
Approach: Ogilvy PR launched a multi-tiered campaign designed to raise awareness of the MMRF’s work and position the organization as a leading voice in cancer research. In addition to promoting the MMRF’s own victories, Ogilvy PR capitalized on the news cycle to drive conversation on the national stage. Through a strategic mix of tactics including expert commentary on critical issues, media road shows, high profile speaking opportunities, feature story placements and support of key foundation developments, Ogilvy PR successfully shifted perception of the MMRF as ‘orphan cancer research foundation’ to ‘cancer research game changer.’ At the same time, Ogilvy PR increased MMRF CEO Kathy Giusti’s share of voice – solidifying her reputation as one of the most influential voices in healthcare today.
Results: Ogilvy PR’s campaign was a big success in driving awareness and more importantly, much needed charitable donations. The team secured national coverage including in depth feature stories and editorial coverage in high profile outlets such as the New York Times, Forbes, Fast Company, Fortune, FOX News, MSNBC, Bloomberg, Wall Street Journal, and TIME Magazine. Additionally, the team helped the MMRF establish and enhance key relationships with the influencers and stakeholders that will help the MMRF drive its mission forward. These relationships translated to Kathy Giusti’s attendance at some of the biggest conferences of the year including Forbes Healthcare Summit, TEDMED, Forbes Women ‘Power Redefined,’ and Fortune’s Most Powerful Women Summit, where she will be serving as keynote speaker in October 2014.
In 2013, Ogilvy PR more than doubled its total media placements secured from the year prior – and is set to surpass expectations even further this year. As a testament to the power of earned media, Kathy Giusti was recognized in April 2014 as among Fortune Magazine’s List of the 50 World's Greatest Leaders. The list was a verifiable 'who’s who' of world leaders including Bill Clinton, Pope Francis, Apple CEO Tim Cook, and the Dalai Lama. On the heels of the list's release, Ogilvy PR moved swiftly to leverage the high profile recognition with feature segments on Huffington Post and on CNN International's Quest Means Business.