Raising profile of prostate remedy
Skill area: Media relations
Objective: National newspaper coverage for herbal medicine
To promote Prostasan, a herbal remedy for an enlarged prostate (BPH) and first to win the new MHRA herbal medicine licence, we were targeting consumers and healthcare professionals.
We desk-researched data on men’s fears about this common male health problem, wrote detailed media packs and found health writers who tended to cover herbal remedy stories. We found a media doctor willing to brief the media about how couples reacted to disturbed sleep patterns and the misery of being shackled to the toilet.
This led to a page-lead story in YOU magazine on a male patient who never left home without a route-map of lavatories.
Later we organised nationwide research on a related sex angle, and arranged regional radio stations for our media doctor and a Sky News piece. The research showed that men downplayed the effects of an enlarged prostate, even when it reduced their sex lives, and would rather cope with its symptoms than talk to GPs and nurses about it.
Using regional research findings we generated good coverage in the regional newspapers in Manchester, Scotland, Midlands and Wales.
Meanwhile, we helped produce a healthcare professional book for GPs, with copy by eminent consultant urologists who had influence over GPs. We included case studies about the problems of the condition. The goal was to ensure that GPs knew that an MHRA-licensed product was now available. We mailed the book to specialist GPs.