Targeting Community Relations for Pfizer Pharmaceuticals Group.
Situation:   Pfizer Pharmaceuticals Group has a long history of community involvement, particularly with respect to health awareness programs. Following a thorough market assessment, Pfizer identified objectives and target populations for the Detroit market area. Though similar programs had been implemented in other markets, Pfizer needed to partner with a local agency to optimize success variables specific to the Detroit-area initiative.
Goal:   Raise awareness of the leading causes of morbidity and mortality in African American Women.
Educate the public on risk factors, prevention and disease treatment.
Strategy:  

Plan, populate and execute An Evening of Health Awareness for Today’s African American Women. Smith-Winchester coordinated a planning process to identify suitable partnering and host organizations, physician participants, keynote speakers and community dignitaries. Several Women’s organizations were contacted and engaged in an introductory leader meeting to gain support for participation in the health education event.

A physician’s panel comprised of area practitioners in diabetes, arthritis, cardiovascular disease and depression was formed to lead discussions of specific disease states at the event. Keynote speakers were scheduled, with time allotted to a book signing for a book co-authored by the speakers.

Evaluation Surveys were developed, distributed and tallied for a final summary report. In addition, the agency worked to gain exposure for the event and the participation of local dignitaries, through press-release distribution and media-relations activities.

Results:  

More than 600 women attended, nearly one-third of the attendees took part in the free health screening, and more than 200 participant evaluation surveys were completed. Key local dignitaries, including the mayor of the City of Southfield, were in attendance and made presentations. Relationships were formed and strengthened with community organizations and key physician opinion leaders. The program enabled the involvement of local physicians and created an elevated awareness of disease states relevant to African American women.

Media coverage included local television (WXYZ-Channel 7), regional consumer magazine (Heart & Soul), radio (WWJ-950 AM) and print including The Michigan Chronicle and The Detroit News.

The client received recognition for program success as part of a Pfizer national-level review process.