AstraZeneca

AstraZeneca is one of the world's leading pharmaceutical companies, formed in 1999 following the merger of Astra AB and Zeneca group PLC. The company provides innovative, effective prescription medicines in several important areas of medical need: gastrointestinal, cardiovascular, oncology, neuroscience, anesthesia, infection, respiratory & inflammation. Many of their products are world leaders.  AstraZeneca employs more than 67,000 people worldwide in the research, development, manufacturing and marketing of pharmaceuticals and the supply of healthcare services.  AstraZeneca is listed in the Dow Jones Sustainability Index (Global) and the FTSE4Good Index.

About the Account

Nexium is an effective treatment for patients with gastroesophageal reflux disease (GERD), but is particularly appropriate for those suffering from persistent, recurrent GERD which can cause disruptive, long term symptoms. Nexium has been demonstrated to provide enduring relief from the impact of GERD amongst patients.  However, the China market reality in 2007 shows low hospital treatment rates. 

RFA was appointed by AstraZeneca to encourage self-treating patients to go to hospital for treatment and, importantly, to increase sales of Nexium.  Based on research, RFA developed a focused and results-driven program – to build 14 GERD Clinics in five key cities.  The clinics are platforms for doctor descriptions, patient activities and media workshops.  After conducting both media and channel communications as well as clinic activities, we effectively raised awareness of the disease and encouraged self-treating patients to go to hospital.  The results for 2008 include 309 original editorial articles followed by 1091 pick ups, and the total of diagnosed patients more than doubled.