Objective

• Highlight critical phase III data for an orphan indication product at a European hepatology medical meeting dominated by Hepatitis C news

Program

• Leveraged external KOL spokespeople to validate the data
• Presented the data in context – the first new treatment for this rare disease in 20 years
• Translated the science for a patient audience and share the data with key patient advocacy groups

Results

• Company achieved the largest media share-of-voice at the meeting, as measured by the Dow Jones Factiva media database
• The Company’s CEO was the most frequently mentioned executive in coverage of the meeting
• Penetrated both top-tier business and hepatology/gastroenterology media outlets
• 11 media interviews for external study authors and executives conducted at the meeting
• Achieved an audience reach of 7.5 million, nearly double our target of 4 million