Case Studies. Hong Kong, Beijing, Shanghai, Guangzhou

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Muriel Harrell
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1 Case Studies Hong Kong, Beijing, Shanghai, Guangzhou

GE Healthcare World s leader with broad expertise in medical imaging and information technologies, medical diagnostics, patient monitoring systems, drug discovery, biopharmaceutical

HIMSS in Hong Kong in 2008 Newell was appointed to lined up a few media interviews for GE Healthcare before and during HIMSS Topics discussed include solutions that GE provides in

2 GE Healthcare World s leader with broad expertise in medical imaging and information technologies, medical diagnostics, patient monitoring systems, drug discovery, biopharmaceutical manufacturing technologies,etc Working closely with government ministries, academic centers, research centers and private healthcare facilities across the region Participated at the HIMSS in Hong Kong in 2008 Newell was appointed to lined up a few media interviews for GE Healthcare before and during HIMSS Topics discussed include solutions that GE provides in imaging, centricity enterprises and image digitalization area, trend of medical IT development, vision of GE Healthcare, partnership with other IT vendors and successful stories in the region

3 Significant Coverage

4 Healthcare Information Management System Society (HIMSS) HIMSS AsiaPac08 Conference & Exhibition the region s most comprehensive and innovative healthcare IT event Held in Hong Kong for the first time from May, 2008 at the Hong Kong Convention and Exhibition Centre Niche event, uniting the region s healthcare IT professionals from government, healthcare providers, universities & informatics specialists Keynote speakers included Dr York Chow Secretary, Food and Health, Government of the Hong Kong Special Administrative Region & Shane Solomon, Chief Executive, Hong Kong Hospital Authority Newell asked to create pre-event buzz, drive local and regional media to the event and maximise coverage for both conference and exhibition

5 Activities Media invitation tied in key event messages and a local news angle and sent to highly targeted media outlets Pre-show press release distributed to flag-up event and draw media to keynote speeches. Diary entry also sent to keep event top-of-mind Aggressive outreach to media to pitch 1-on-1 interviews with range of spokespeople. Second press release distributed during show incorporating key HIMSS messages/ local news angle devised by NPR Series of data-loss stories affecting Hospital Authority & tragic Sichuan earthquake threatened to deflect attention away from the event. 22 media attended HIMSS AsiaPac08; 9 one-on-one interviews conducted; 22 separate pieces of coverage, including print, online & broadcast

6 Significant Coverage

7 Actavis One of the world s largest makers of generic drugs - based in Ireland Acquiring Forest Labs in US$25 billion deal Establishing regional headquarters in Singapore for company s Asia Pacific and Africa region (APACA) Pharmaceutical market in Asia is expected to reach US$350 billion in 2016, comprising approximately 30 percent of the global pharmaceutical market and driving close to 50 percent of global, incremental growth through 2016, according to IMS Actavis' subsidiary operating in Singapore, Drug Houses of Australia (DHA), a generics drug manufacturer, transitioned to the Actavis brand Newell PR asked to handle the media relations and messaging for the office launch, principally targeting Tier 1 English business and finance media

8 Results 6-8 interviews secured with Paul Bisaro, Chairman and CEO of Actavis with key TV, radio and print CNBC (TV), Channel News Asia (TV), Channel 5 News News 5 Tonight (TV), 938 Line Business News (radio), Channel 8 - Good Morning Singapore (TV-Chinese), The Straits Times (print), Business Times (print), PharmaAsia (print trade), BioSpectrumAsia (print trade) and others Clippings generated feature prominent coverage in both local and international business and regional pharma trade publications.

9 Significant Coverage

10 Significant Coverage

11 Event Photos

12 Syneron - Launch of elure One of the biggest medical aesthetic device manufacturers in the world Founded by Dr. Shimon Eckhouse who invented and patented IPL (Intense Pulse Light) Ventured into one of the largest in-demand applications skin whitening with the launch of its new line of elure topical whitening products in Asia The elure advanced dermal whitening product is the first scientifically proven enzymatic skin whitening treatment that targets and decomposes melanin to reveal a visibly lighter and exceptionally luminous skin tone. Ideal for the Asian market. Based on the scientific discovery of a naturally occurring bio-active substance, Melanozyme, which was developed and patented by RBT, working in cooperation with scientists in the field of biotechnology and enzymes and with international cosmetic experts Syneron has been leveraging its distributors efforts on PR in Hong Kong before this launch

13 Activities Newell PR successfully established the presence of elure in Hong Kong by organising a press conference and inviting well-known actress Bernice Liu as a guest: Coverage across a broad mix of print, broadcast, online and social media Including Yahoo! News and sina.com, the two most popular online news platforms in the territory Highest circulated dailies including Apple Daily, Oriental Daily and Headline Daily Regional media such as Wall Street Journal online Broadcast media including TVB and ontv Coverage in trade, entertainment and local and regional beauty media giving Syneron exposure of both the company and the new brand elure A one-on-one interview was also conducted with Hong Kong Economic Times executive page on the the company and its strategies for Asia.

14 Significant Coverage Local - Print

15 Significant Coverage Local - Broadcast

16 Significant Coverage Regional

17 University of Birmingham Launch of Collaborative Research Centre in Guangzhou The University of Birmingham is close partnership with Guangzhou Municipal Government and decided to form a new joint venture and open a Collaborative Research Centre Projects at the Collaborative Research Centre include Born in Guangzhou Cohort Study, the Guangzhou Biobank Cohort Study, the Clinical Trials Unit and Centre of Human Disease Modelling Newell PR were tasked with announcing this closer relationship, the new Centre, and communicate the objectives of the studies

Press Launch Venue: The Ritz Carlton Guangzhou Spokesperson: Professor David Eastwood, Vice-Chancellor and Principal Professor KK Cheng, Professor Epidemiology, Public Health, Epidemiology

18 Press Launch Venue: The Ritz Carlton Guangzhou Spokesperson: Professor David Eastwood, Vice-Chancellor and Principal Professor KK Cheng, Professor Epidemiology, Public Health, Epidemiology and Biostatistics Media Attendance: 17 print and online media in Guangzhou, covering business and health columns Two group interviews (7 journalists) were arranged after the press conference

19 Results

20 Smith & Nephew Media Training The global medical technology business with leadership positions in Orthopaedic Reconstruction, Advanced Wound Management, Sports medicine, and Trauma Smith & Nephew is looking for media training for a small group of senior executives, focusing on handling media relations in China Newell is appointed to provide a full day training with S&N executives, including a brief on China media landscape, ambust media interviews and press conference, and advise to handle China media enquiries

21 Event Photos

CSR Asia Summit Beijing, China Sponsorship Package

CSR Asia Summit Beijing, China Sponsorship Package CSR Asia Summit 2012 - Beijing, China Sponsorship Package Venue Sponsors Gold Sponsors Charity Gala Dinner Sponsor Networking Reception Scholarship Sponsor NGO Exhibition Sponsor Silver Sponsors Official