Synthroid® Publicity Case History

An educational/promotional program that transformed hypothyroidism diagnosis & treatment

These were components of a highly successful press kit publicizing
facial signs of hypothyroidism.

Results of this campaign were reprinted as patient information for MD waiting rooms. Hard to remember that Synthroid sales once stagnated at ~10% of today's levels of Synthroid languished at less than $50 million per year when ProClinica received the account from the Flint division of Baxter Travenol. After acquisition by Boots, ProClinica launched a major effort to teach both physicians and the public how to recognize the signs and symptoms of subclinical hypothyroidism, and the importance of using precise Synthroid doses of levothyroxine.   The most successful element of that campaign was a joint effort between ProClinica and the Boots PR agency, Hill & Knowlton. ProClinica developed the concepts and materials, and H&K handled placement.   Central to the effort was focus on the facial effects of hypothyroidism, called "The Face of Hypothyroidism." ProClinica combined input from endocrinologists and dermatologists, who taught how women could differentiate between "normal" aging or premature, reversible aging due to low thyroid hormone.   The program captured the imagination of editors at the New York Times (Sunday Science Section), Ladies Home Journal, Redbook, Woman's Day, and other newspapers and magazines across the nation. Most stories offered a brochure on hypothyroidism, in exchange for a self-addressed stamped business envelope.   Response was overwhelming: More than 30,000 requests, more than 10,000 from Woman's Day alone!   ProClinica recognized a terrific professional relations opportunity: We contacted the American Thyroid Association, and offered to "refer" women to endocrinologists in or near their zip code.   To make sure patients got the same message delivered in the publicity program from their clinicians, ProClinica developed a CME program targeted at primary care clinicians and ob/gyns. And to make sure pharmacists understood the rationale for precise dosage, available only with Synthroid, ProClinica developed a parallel CPE program targeting them (below).