Food for thought? The Tonic enlisted for launch of medical research to delay Alzheimer’s

Registered charity, The Howard Foundation, commissioned The Tonic Communications for breakthrough launch of medical research.

It was based on a pilot trial taking place in Ireland, which indicated that a specific nutritional formula could delay progression of Alzheimer’s Disease. The Tonic worked with scientists, nutritionists and the funding organisation to release the trial findings in the UK and then the US. It involved developing a suite of content, including a case study video to give a human face to the story.

The Results

As the trial was small, ensuring credibility was important. Therefore The Tonic brokered an exclusive with The Times. To gain maximum traction across print and broadcast media, a radio day was scheduled concurrent to press briefings, with opportunities secured in advance of launch day.

Despite controversy from the academic community due to the size of the trial, the UK project delivered overwhelmingly positive coverage, with almost 300 pieces generated, including a 4-minute Sky News Sunrise segment as one of the campaign highlights.

Other national coverage included the Daily Mail, Daily Express, talkRadio and extensive international and regional coverage, which delivered a readership of over 750 million and on-air listenership of 43 million. The total cost per thousand reached was just 5 pence. With results described by the client as ‘truly remarkable’, following the UK launch, The Tonic was commissioned to replicate its success in the US.

A tailored strategy was developed that was specific to the US market. 286 pieces of coverage appeared across online, TV and radio segments, including Yahoo! Finance which delivered 74.4 million coverage views.

Video editorial placed with The Daily Flash brought in 4.2 million views and went on to secure a total of 266 TV segments after being syndicated nationally. The distribution of an audio news release also aired across 433 radio slots, spanning over 300 channels – including Talk America Radio and Time Warner Cable – to reach an audience of 10.8 million.

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