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Project cases
INFORMATIONAL SUPPORT OF THE OPENING OF THE INTERNATIONAL OUTPATIENT DYALISIS CENTER INFORMATIONAL SUPPORT OF THE OPENING OF THE INTERNATIONAL OUTPATIENT DYALISIS CENTER Project, customer Informational support of the opening of the International Medical Center «DYALISIS», for the «Center of Dyalisis» LLС (Russia) and «Euromedic International» (the Netherlands) Who and when realized the project The project was realized by the "PROPAGANDA" CCT in October 2006. Goals to achieve Background. In Mytishi town, there was opened a uniquely equipped «Center of Dyalisis» for people with chronic renal insufficiency. The «Center of Dyalisis» was created with the support of the Administration of Moscow region and the Ministry of Health of Moscow region. This is a joint venture of the «Dyalisis Center» and the "Euromedic International" (the Netherlands). Private capital raised for the purposes of the center creation allowed to avoid spending budgetary means, and the integration in the system of public health provided for patients to be treated free of charge. Purpose of the PR campaign: To attract the attention of mass media, public authorities, medics, general public to the issues of the development of substitution renal therapy (dyalisis) in Russia. Goals of the PR campaign: • to inform the media about the activity of the «Center of Dyalisis» in Mytishi town; • to form a loyal attitude with journalists towards the Center's activity and the problem of the dyalisis development in Russia; • to organize and to conduct the solemn ceremony of the «Center of Dyalisis» opening; • to organize the participation of officials and medicine professionals in the ceremony of the Center opening. Project stages: brief description In order to achieve the above goals, specialists of the "PROPAGANDA" CCT have carried out a range of works in the two key lines: • preparation of the solemn ceremony of the Center opening; • informational support of the event. Within the framework of «Preparation of the solemn ceremony of the Center opening», a scenario of the ceremony was developed and implemented. The agency's responsibilities included: • organizational support of the event; • design and decoration of the event area; • technical support of the ceremony; • inviting guests; • photo- and video-shooting of the event. V.Semenov, Minister of public health of Moscow region Government; A. Murashov, head of administration of Mytischi district; V. Shilo, medical director of the "International Dyalisis Centers" company in Russia, and other officials took part in the opening ceremony. Within the framework of «informational support of the event», the agency carried out the following works: • preparation of information materials for mass media (announcement, invitation, press release, backgrounder); • preparing a list of mass media to be covered by the informational campaign; • mailing informational materials to media; • mailing the event announcement to informational agencies; • journalists' accreditation for the event. • organizing and conducting a press conference*; • mailing the press release and supplementary materials following the event; • initiating publications in the media following the event. *For the purposes of preparing the press conference, a PR action was organized in form of a press trip, including an organized group arrival of the journalists to the event, and an excursion in the Center. Project results Following the informational campaign realized, there appeared about 70 publications, 7 TV and 4 radio broadcasts in the media. At the ceremony of the Center opening and at the press conference, 27 media were represented, including federal and regional TV channels, radio stations, social, political and specialized editions. The opening of the «Center of Dyalisis» in Mytishi was reported by a number of TV channels and radio stations immediately on the day of the event. The «Voice of Russia» 's radio reporting about the opening of the Center of Dyalisis in Mytishi was transmitted in all countries where the radio company broadcasts. The journaslists and the representatives of the "Center of Dyalisys" LLC evaluated the event on a quite high level , both in terms of organization and of the content. This result allows forecasting further interest of the media in the activity of the «Center of Dyalisis», as well as in the opening by the company of new centers in Russia.
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