PharmaEssentia: Spotlighting the Importance of
Blood Tests in Preventative Health
PharmaEssentia: Spotlighting the Importance of Blood Tests in Preventative Health
When global cancer innovator PharmaEssentia launched BESREMi® – Singapore’s first approved treatment for Polycythaemia Vera (PV), a rare blood cancer – awareness of the disease was virtually nonexistent. With only 0.01% of the population affected, Brewer was brought in to change that, by shifting the spotlight to an unsung hero in preventive health: the simple blood test.
We built multi-channel campaign focused on public education, working around the challenges of patient anonymity and a compact media landscape that often deprioritises rare conditions.
Through strategic messaging and engaging content, we partnered with medical experts and a local support group to amplify credibility.
Results:
- A mix of earned and paid outreach ensured the message cut through.
- For earned media, our campaign secured a three-part educational series in Lianhe Zaobao and ShinMin Daily, reaching over a million followers on social media, and extended reach with a prime-time interview on Capital 95.8FM.
- Over 2 million people reached, significantly improving awareness of PV and the role of early blood tests. In a media environment increasingly reliant on paid content, this earned media-driven effort proved the enduring power or trust and storytelling in public health education.
OUR ROLE
- Integrated Launch Plan Development
Created an integrated communication plan to launch the campaign in Indonesia, incorporating PR, social media, influencer partnerships, and paid media strategies. We worked closely with partner agencies to ensure seamless execution of the plan. - Narrative and Messaging Development
Created the overarching “Not all Water is the Same” campaign narrative. We also developed messaging to highlight AQUA’s superiority, highlighting the brand’s commitment to delivering high-quality water and protecting Indonesia’s water sources. - Expert Engagement
Built credibility by collaborating with hydrology and health experts, ensuring the message was grounded in science and resonated with the target audience. - Media Engagement
Organised a closed-door editorial briefing with 14 top-tier editors to provide in-depth context on water quality issues in Indonesia. The campaign was officially launched with a media gathering, featuring a panel discussion with hydrology and health experts, and attended by over 50 journalists.