Healthcare PR specialist
The public relations operation of Dorland Global Health Communications, an integrated, full-service healthcare communications agency, gains many of the benefits of being part of a larger organization—access to specialists in advertising, medical education, and other marketing services—while maintaining its independence from the giant holding companies. As one of the top five healthcare PR specialists in the country, Dorland is big enough to handle blockbuster drug launches for top-tier pharmaceutical companies, but small and flexible enough to handle midsized biopharmaceutical companies, startups, and device clients, and to invest in growing that business for the long-term.
It’s a positioning that has helped Dorland expand its operations considerably in recent years, with revenues up 70 percent in 2004—the third consecutive year of outstanding growth—closing out the year at around $10 million. The firm solidified its presence in both pharma and biopharmaceuticals, broadening its business relationships with Johnson & Johnson companies, added to its specialty in clinical trial recruitment and expanded its west coast presence with the addition of Steve Cragle, a 12-year industry veteran. New client wins included Ethicon, McNeil Consumer and Specialty Pharmaceuticals, Thomson Pharma, Guidant, and Eisai.
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. The effectiveness of this approach was evident in its work on behalf of Procter & Gamble/Sanofi-Aventis, for which Dorland conducted a comprehensive, integrated campaign, reaching out to multiple audiences, including retail, government, patient associations, professional advocacy groups, managed care organizations, physicians, patients, and pharmacies.
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.