Pharmaceutical Research and Manufacturers of America
The Pharmaceutical Research and Manufacturers of America (PhRMA) engaged CLS Strategies to design and implement a purely organic digital program to generate and influence conversation on the internet around the issue of prescription drug importation. For years, the policy debate over drug importation focused largely on cost and access to prescription medicines from Canada, while ignoring public health risks that outweigh the cost benefits. CLS Strategies was asked to raise awareness about the dangerous consequences of permitting foreign drug importation, namely the potential for harmful counterfeits to infiltrate the U.S. medicine supply chain.
CLS’ strategy set out to connect the dots between medicine safety, the threats posed by easily-accessible, illegal online pharmacies, and the potential calamity that could come with opening the closed, protected U.S. medicine supply to foreign, imported drugs. Working closely with third-party messengers, such as the Partnership for Safe Medicines and the National Association of State Boards of Pharmacy, CLS Strategies leveraged multiple channels, including Facebook and Twitter, Tumblr, StumbleUpon, Flickr, Slideshare, and more to leverage news stories, videos, conversations and other content across every corner of the internet.
Our team’s work also involved the creation of two reports focused on the risk of importation policy to children and the chronic disease community. The reports were transformed into Facebook surveys, infographics for bloggers to post on their sites, and tailored messages aimed at engaging a target online audience. CLS Strategies successfully injected information about the dangers of counterfeit medicines and importation into conversations and media coverage.