Diabetes Clinical Trial Awareness

Bristol-Myers Squibb

In the summer of 2002, Bristol-Myers Squibb was recruiting patients throughout the country for several significant adult and pediatric clinical trials for diabetes and hypertension. Bristol-Myers Squibb retained Spectrum Science Communications to coordinate media relations and community outreach for a 12-city van tour to provide free screenings for diabetes, cholesterol and high blood pressure. The "Heart of America" tour would also provide participants with the opportunity to be added to the clinical trials database and receive free health care information.

Bristol-Myers Squibb wanted to raise community awareness about the need for regular health screening and create discussions among families about genetic pre-disposition for serious diseases-especially in predominantly Hispanic and African-American communities.

In all 12 markets, the "Heart of America Tour" received extensive local media coverage, ranging from daily newspapers and network television news affiliates to community radio and weekly neighborhood publications.

Listings for tour events appeared in major newspapers such as the Cleveland Plain Dealer and Los Angeles Times as well as on major television news broadcasts. Total media impressions for the Heart of America Tour are estimated at over 7.4 million. A total of 4,150 adults and children received free health screenings and medical information.