In an effort to promote its Generation Rx initiative, Cardinal Health partnered with MediaSource to educate the public about the problem of prescription drug abuse, raise awareness of their toolkit and increase downloads of the product.
MediaSource’s “brand journalism” and video production teams team created a multimedia news release (MMR) for distribution to targeted cities where Cardinal Health has a large corporate presence and to media markets throughout Ohio.
The MediaSource media relations team then pitched and promoted the project over several months, resulting in airings of the story in New York and Los Angeles, as well as Cleveland, Columbus, Dayton, Toledo and Youngstown stations in Ohio. The stories garnered a total viewing audience of 10.7 million people.
Print and online media relations efforts resulted in coverage in The Washington Post and the Ohio News Network radio network, with a estimated total ad equivalency value of approximately $200,000.
Equally important for Cardinal Health, the media coverage resulted in more than 850 downloads of the company’s Generation Rx online toolkit.
The project remains a point of pride for MediaSource, which features the project in a case study on its web site.
You can watch the video below and see additional assets in MediaSource’s multimedia newsroom.