Healthcare PR specialist
The public relations operation of Dorland Global Health Communications, one of the nation’s largest integrated, full-service healthcare communications agency, enjoys many of the benefits of being part of a larger organization—notably access to specialists in advertising, medical education, and other marketing services—while maintaining its independence from the giant holding companies. Thus Dorland is able to create cross-functional teams of creative and
medical affairs professionals to ensure that clients have access to both scientific expertise and marketing savvy.
With revenues of around $11 million—a fourfold increase since 2001—Dorland now ranks among the top five healthcare PR specialists in the country, big enough to handle blockbuster drug launches for top-tier pharmaceutical companies, but small and flexible enough to work with midsized biopharmaceutical companies, startups, and device clients, and to invest in growing that business for the long-term. New assignments in 2005 came from existing clients such as Johnson & Johnson, Procter & Gamble and Guidant, and new additions including Myogen and Vertex, and the firm was able to expand its range of activities to include several consumer health assignments in addition to the pharma, biopharma and device work that is its bread-and-butter.
The firm uses a three-stage approach to programming, beginning with research (media audits, thought leader interviews, patient and professional group outreach and more); continuing with media and market analysis; and concluding with the proprietary Dorland NewsDriver, which evaluates the potential of possible stories. Success is measured by qualitative analysis of media coverage, pre- and post-awareness surveys, and a wide range of other metrics.
On the international front, Dorland is a member of Public Relations Organisation International, which extends Dorland’s reach to more than 51 offices in 24 countries.