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H EALTH PR Techniques of Great PR Teams

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MEDIA OPPORTUNITIESReach millions morereaders, listeners and viewersThe best and the brightest PR teams in America are extending the reach of their communications programs beyond the top 500daily newspapers to 1,000 more daily newspapers and 8,500 weekly newspapers throughout the U.S. Consumers across America whoturn to their local hometown newspapers, primarily in wealthy suburbs, are reading important messages in NAPS articles, with eye-catching color photos, about health, safety, and informative Web sites. Savvy marketers are getting the word out to people where they live by covering these additional newspapers and by distributing radio feature releases to 6,500 radio stations and video feature releasesto 1,000 TV stations through NAPS.

Examples of some of the most highly read articles that NAPS has placed for some of the most successful PR people in America arehere in this booklet. Each of the NAPS releases includes an impressive usage report showing which editors or broadcasters used thematerial, how many millions of Americans were reached, colorful graphs showing demographic information, and equivalent ad spacecost, which is far greater than the cost of using NAPS for the same coverage.

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PRESCRIPTION PRODUCTSFeinstein Kean Healthcare for Novartis alerted readers about the benefits of

EXELON for mild to moderate Alzheimers disease. A toll-free number and Web site were offered for an ID.A.D. Resource Kit, containing educational

materials such as a video, a memory questionnaire and informational brochures

specifically for caregivers.

Dorland Sweeney Jonesfor Eisai, Inc and JanssenPharmaceutica used aQ&A format to create anawareness of ACIPHEX forGERD, heartburn and acidreflux disease.

Dorland Sweeney Jones forMerck created an awarenessof its physician-respected

Web site with credible,independent healthinformation that could helpreaders to enhance their

doctor visits.

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MCS for MedPointe Pharmaceuticals targeted parents with news of how allergies may affect concentration in the classroom and how OPTIVAR, a prescription eyedrop, can help.Compelling statistics from the NIH on missed school days per year and the negative impactthat lost time can have on a childs ability to learn were offered. Parents were encouraged tosee an allergist or ophthalmologist for

an accurate diagnosis and treatment if their child suffers from nasal allergies.

Ogilvy for Ortho Biotech Products , marketer of PROCRIT,offered free electronic greeting cards

for cancer patients. This innovative campaign demonstratedthe companys ongoing commitment

to cancer patients and their caregivers. Readers were directedto a Web site for prescribing information

and additional information on PROCRIT and anemia.

Edelman for Pfizer created an awareness, in English andSpanish, of the Web site for The Pfizer Journal by revealing

the results of a survey about heart disease.

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OTC P RODUCTS

Burson-Marsteller for Ross Products offered a healthy holiday recipe to readers forpeople with diabetes. One key, healthy ingredient, recommended by a nutrition expert,

was a can of Vanilla Glucerna Shake.

Esty Hoover for Alacer Corp. informed readers about thebenefits of vitamin C as a preventative measureto help build up peoples defenses against the onslaught of

winter colds and created an awarenessof Emergen-C with reference to a helpful Web site for more

information. The eye-catching graphic by a NAPS artisthelped editors get their readers attention. This article gotover 1,000 placements in newspapers across America.

Weber Shandwick for Medicine Shoppe International offered helpful tips on protecting familiesfrom a cold or flu. The high incidence of cases of the common cold was mentioned in the lead to

attract editors and readers by showing how they may be affected.

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Weber Shandwick for Bausch & Lomb created an awareness of a new kind of vitamin, Ocuvite, that may help prevent macular degeneration(AMD). Readers were directed to a

Web site where a free 16-pagebooklet about AMD is available.

Ruder Finn for TUMS (GlaxoSmithKline) offered advice for women expecting to give birth who are commonly sufferers of heartburn. The director of the March of Dimes was the expertquoted as saying that calcium carbonate antacid can relieve or prevent heartburn and helpsupply much-needed calcium.

Ketchum for Hoffmann-La Roche urged readers to follow Dietary Guidelines for Americans as well as the Food Guide Pyramid, to help reduce their risk for chronic

disease by including a multivitamin in their daily routine.

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TKPR for Access Product Marketing created an awareness of the state-of-the-art device called HUGO, a rolling walker which helps a person gain confidence and stay active and is half the price of most other such devices.

Johnson & Johnson for BabyCenter offeredparent-tested tips for traveling with a youngchild. Readers were directed to a helpful Web sitefor more parenting tips.

Ogilvy Public Relations for Abbott Laboratories created an awareness of thePrecision line of blood glucose monitors that are manufactured by MediSense. Readers

were directed to a helpful Web site that offers free weekly meal plans, free exerciseplans, a calorie burn calculator, stretching techniques, and tips about exercise as itrelates to diabetes.

HEALTH C ARE PRODUCTS

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The American Heart Association did a heart-smartrecipe release for their Simple Solutions Program that got over 800

placements and another release that created a recognition of their logoand offered 15 simple questions to help give people life-saving

information about cardiovascular health.

The Emergency Nurses Association offeredsafety tips to help prevent accidents that leadto 20 million emergency department visits a

year.

The American Stroke Association warned

readers of the signs of stroke and urgedthem to call 911 if they think a stroke isbeing experienced. Preventative measuresand a Web site for more information wereoffered.

A SSOCIATIONS

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Fleishman-Hillard for theNational Youth Violence

Prevention Resource Center warned readers of the dangers of

a multimedia world and offered

advice on how to protectchildren.

EyeCare America , the publicservice foundation of the

American Academy of Ophthalmology, offered medeye service through its nationGlaucoma EyeCare Program

Robert Marston & Associates for the American Academy of Family Physicians offered a newly developed guide forpatient self-testing of blood sugar levels to help millions withtype 2 diabetes.

The House Ear Institute alerted the public tothe risk of noisy activities in time forInternational Awareness Day and BetterHearing Month. HEI experts urged people to

wear earplugs when participating in noisy activities. The graphic was captivating.

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The National Marrow Donor Program encouraged people to become a heroby honoring bone marrow donors who have selflessly made a second chance

possible through National Marrow Awareness Month.

GYMR for Anxiety Disorders

Association of America , as part of the ADAA Womens Initiative,encouraged people with symptomsof anxiety to get treatment and tofind more information on their

Web site or by calling their hotline.

PhRMA (Pharmaceutical Research and Manufacturers of America) informed consumersthat money invested in research by pharmaceuticalcompanies has helped to get approval for 300 new drugs, biologics and vaccines over the past 10 years.

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GOVERNMENT

Ogilvy for Centers for Disease Control (CDC) advised parents about what to dofor colds and flu and warned of the risk of antibiotic resistance.

Hager Sharp for theU.S. Fire Administration ,

an entity of the FederalEmergency Management

Agency (FEMA), offered tipshelp reduce fire hazards.

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Coyne PR for Medco Health solutions, a prescription benefit manager, offered a healthmanagement program called Positive Approaches. The article encouraged parents to consult

with their childs pediatrician for proper care and medications that can help treat asthma,and offered steps, parents and their children can take to control symptoms that may lead

to a healthy and more active lifestyle.

HEALTH INSURANCE

The Hartford Foundation Institute for Geriatric Nursing alerted readers to the signs thata caregiver may be heading for burnout and offered tips for getting help and support.

AAHP-HIAA , to increase awareness of the difference thatLTC coverage can make, showed that The MetLife Study of Employed Caregivers found family caregivers suffer lessstress, have twice the odds of staying in the workforce, andface fewer workplace disruptions and less social stress withprivate coverage.

Grant Jacoby for Bankers Life & Casualty Ins. Co. offered expertmedical advice for older Americans and encouraged them to remainactive. This release got over 1,000 placements.

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Corkery Group for the CDC used a byline format by its expertto encourage readers of African-American newspapers to do their part tostop the AIDS epidemic by taking an HIV test.

The American Heart Association reached millions of viewers withthis 60-second spot on food labels, offering a free shop Smart with

Heart brochure through its hot line or its Web site.

Makovsky & Company for AMD Alliance Internationalreached millions of listeners with this 60-second radio spot

about Advanced Macular Degeneration.

R ADIO & TV

GMMB for the Robert Wood Johnson Foundation got the wordout in English and Spanish about the Covering Kids & Families

Back-to-School Campaign. Readers were informed about the low-cost and free health care coverage that was available through the

SCHIP and Medicaid programs.

A FRICAN-A MERICAN& H ISPANIC MEDIA

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