DIASTAT AcuDIAL (epilepsy seizure rescue medication) had several hurdles to overcome to implement a successful PR campaign. Late-in-lifecycle (ten years on the market), lacked new data, and is only available via rectal delivery.
Other large PR firms were employed for local tactics/awareness before Valeant turned to PC for a more grassroots approach using epilepsy management messaging and seizure control awareness to piggyback DIASTAT AcuDIAL “rescue medication” product messaging.
PC built a media plan by using Greg Grunberg (Heroes) as a spokesperson in select media and by partnering with third party advocates; i.e. Pediatric Neurologists, Epilepsy Foundation Staff, Localized Epilepsy Foundations started by “real moms,” school nurses, families living with epilepsy.
Media attention aided Valeant’s reps with sales via further awareness of epilepsy, seizures and seizure plans; collateral for advocates to use for overall education, on-site training at schools and institutions, and for ongoing legal cases to create allowance of Diastat AcuDial within schools that were forbidding its use.