Solution
- Overcame the difficulty of getting pharmaceutical PR material published by matching social trends, in-house interviewees, and PR agendas, landing numerous stories in influential outlets
- Raised corporate awareness and consumer interest using assets beyond the drug pipeline: CSR activity, the Handok Museum of Medicine and Pharmacy, and familiarization tours
Results
- Achieved over 2,000 article placements a year
- Grew annual visitors to the Handok Museum of Medicine and Pharmacy by more than 30% through parallel online PR, overcoming the site's regional disadvantage
