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CASE STUDY:
BREASTCANCER.ORG | DRIVING BLOCKBUSTER RESULTS ON A NON-PROFIT BUDGET ISSUE: Breastcancer.org, a leading online resource for breast cancer information and patient support with 9 million yearly visitors, turned to Coyne PR with a dual charge. The organization aimed to raise its visibility and make a major media splash on its 10th anniversary in order to drive additional Web traffic to support its organizational goals. Additionally, breastcancer.org needed assistance delicately handling the announcement that its founder, renowned breast cancer specialist, Dr. Marisa Weiss had been diagnosed with breast cancer. Being a non-profit with significant credibility but limited funds, the effort had to be well-targeted to create substantial results. Additionally, Dr. Weiss’ discomfort with revealing specifics about her treatment choices for fear they might unduly influence other women’s decisions presented a particular challenge in the positioning of the story. IDEA: The Coyne PR team devised a strategy to capitalize on projected media coverage in October during Breast Cancer Awareness Month around certain hot-topic breast cancer issues, including the continuing controversy over new mammogram guidelines that had been announced in November 2009. An additional opportunity to showcase Dr. Weiss’ expertise was identified and tied to an upcoming study showing low mammogram rates among women that was to be presented at a major breast cancer conference. By focusing on the mammography debate, the team was able to link Dr. Weiss’ experience with breast cancer to the issue rather than concentrate solely on her personal story. The team launched its media campaign in early summer and continued through October, offering Breastcancer.org and Dr. Weiss as resources for long-lead magazines; it continued through October with a focused, localized effort publicizing Breastcancer.org’s Rock the Ribbon 10th anniversary benefit event in Philadelphia starring Harry Connick, Jr.; and finished off the year with outreach around the mammogram study. The New York Times was offered an exclusive tied to the mammogram debate, something Dr. Weiss was passionate about – having been an outspoken opponent of the guidelines when they were first announced and given that since then, a routine mammogram may have saved her life. IMPACT: In a three-month span, Coyne’s efforts generated more than 100 million media impressions from coverage in many of Breastcancer.org’s high-priority outlets. Perhaps even more impactful was that site traffic on breastcancer.org topped 1 million visits during the month of October, and total site traffic during 2010 exceeding 10 million visits, eclipsing goals set by the organization. Pink Season coverage included stories in Cosmopolitan, Good Housekeeping and Redbook; the Rock the Ribbon concert was featured in the Philadelphia Inquirer, Philadelphia Magazine and on Philadelphia’s NBC, ABC and Fox affiliate newscasts. Both the Associated Press and Reuters included Dr. Weiss in their stories on the mammogram study. The New York Times published a prominent feature story about Dr. Marisa Weiss and the mammogram guideline controversy, and NPR’s Fresh Air broadcast a lengthy interview with Dr. Weiss delving into her diagnosis and thoughts on various breast cancer issues. |
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Coyne Health Case Studies
