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Proxima TherapeuticsProxima Therapeutics develops and markets site-specific therapies that deliver brachytherapy, or internal radiation therapy, for breast and brain tumors. Its devices target radiation to the area where tumors are most likely to recur, minimizing exposure to healthy tissue. Proxima’s proprietary radiation delivery technology may have future applications for treating other solid tumors. Proxima has developed the MammoSite Radiation Therapy System for breast cancer and the GliaSite Radiation Therapy System for brain cancer. Schwartz initial PR campaign focused on MammoSite, which delivers accelerated partial breast irradiation and facilitates the adoption of breast conservation therapy for patients and physicians. About 40 percent of breast cancer patients who are eligible for a lumpectomy still choose total mastectomy over breast conservation therapy, despite published data demonstrating that the survival benefits are the same. Many of these patients decline breast conserving lumpectomy because they are unable to endure the time and travel burdens imposed by six to seven weeks of traditional external beam radiation therapy. MammoSite internally delivers targeted doses of radiation via a balloon catheter directly to the tumor site over the course of five days, minimizing radiation exposure to healthy tissue. The U.S. Food and Drug Administration (FDA) cleared the MammoSite for use in May 2002. Business Challenge- Though a predicate device to MammoSite does exist, it involves delivering radiation therapy through 14-25 catheters and has not been widely adopted due to its complex and invasive nature. Thus, when MammoSite was cleared by the FDA, Proxima’s challenge was to gain the acceptance of physicians and some large medical groups who were not yet convinced of the benefit of partial breast irradiation.
- Proxima sought to differentiate MammoSite from other techniques for delivering partial breast irradiation within the medical community and to generate awareness among patients regarding the availability of this new option in radiation therapy. Though competition did exist, Proxima felt that MammoSite presented the most benefits for the patient, and the company’s goal was to convey those benefits through messaging that would lead to patients asking for MammoSite by name (rather than the general category of accelerated partial breast irradiation).
Schwartz PR Strategy- Publicize the news of MammoSite’s FDA clearance through an orchestrated media campaign targeting national consumer media. Use this first news hook for the product as an opportunity to generate maximum coverage.
- Leverage leaders in the field of breast cancer radiation who were involved in MammoSite’s clinical research as spokespeople to elevate the product’s stature in the medical community.
- Target the 25 markets where MammoSite would be immediately available following FDA clearance with local media outreach. On an ongoing basis, promote the availability of MammoSite in local markets to drive consumer demand for the product and to increase sales in the centers that are currently offering MammoSite.
- Target national women’s publications for stories about MammoSite during National Breast Cancer Awareness Month.
- Highlight the issues that women face with radiation therapy and position MammoSite as a therapy that responds to the lives of women today, as it is completed in five days.
- Generate a cast of patient spokespeople for MammoSite and promote these individuals and their stories to national women’s publications as well as local outlets.
- Promote key clinical data milestones to validate the product and the approach of partial breast irradiation.
Results- News of the FDA clearance of MammoSite was widespread. Schwartz secured an Associated Press story that appeared in more than 400 newspaper and online outlets, with a total print circulation of more than 17 million. Schwartz also produced a B-roll package and organized a satellite media tour with Dr. Frank Vicini, one of the lead investigators of MammoSite. Broadcast placements, including lengthy features on the CBS Early Show, NBC Nightly News and CNN, totaled more than 300 and reached 40 million viewers. On a local basis, Schwartz secured coverage in 24 of Proxima’s 25 target markets.
- As the result of Schwartz’ public relations outreach to women’s magazines focusing on patient stories, MammoSite has been featured in articles in Ladies’ Home Journal, Good Housekeeping, Rosie, O: The Oprah Magazine, Playgirl, Health, Woman’s Own, Lifetime Magazine and Vim & Vigor. These publications have a total circulation of more than 10 million.
- Schwartz has promoted the use of MammoSite with more than 100 medical centers since FDA clearance, which has resulted in more than 800 placements in print and broadcast outlets in local markets since August 2002.
- Since FDA clearance, Schwartz has leveraged clinical publications to stimulate interest from national media. In October 2002 a study appeared in the New England Journal of Medicine highlighting the equivalent survival rates for lumpectomy followed by radiation versus mastectomy. Schwartz contacted the deputy editor at U.S. News and World Report about the study and, although MammoSite was not discussed in the NEJM study, Schwartz successfully positioned MammoSite against this study and was prominently featured in the U.S. News story. Additionally, in August of 2003, a publication of data on a more conventional form of brachytherapy was published in the Journal of the National Cancer Institute. Schwartz used this opportunity to position MammoSite as an updated version of this treatment. Coverage of the study by the Associated Press included mention of MammoSite and its usage in the first year since FDA clearance.
- Highlights of MammoSite coverage since FDA clearance include: Forbes, U.S. News and World Report, Reader’s Digest, Associated Press and WABC-TV New York.
- MammoSite has seen huge sales success since FDA clearance, which Proxima believes is driven in large part by both localized and national PR strategies. MammoSite is currently the most widely used form of partial breast irradiation, with thousands of women treated to date, and more than 400 U.S. centers currently offering the treatment.
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