Pharmaceutical company Schering-Plough hired CRT/tanaka to coordinate an internal change communications campaign for a global reorganization affecting 5,000 of its employees. The agency worked with Schering-Plough to develop and implement a range of internal communications tactics, including e-newsletters, an intranet site, a change guidebook for the company’s global leaders and a live roundtable discussion between executives and employees affected by the change.
In addition, Schering-Plough turned to CRT/tanaka for strategic counsel and media relations expertise to generate awareness for its new Parkinson’s disease drug undergoing clinical trials. To reach the medical community and Parkinson’s disease experts in the media, the agency developed a live event and webinar to coincide with the Movement Disorder Society’s 13th Annual International Congress in Paris, France. CRT/tanaka worked with Schering Plough to develop media materials and a slide presentation targeting medical journalists, medical directors, online medical sites, international media and business and pharmaceutical trade media. Both the webinar and conference were well-attended and generated coverage in several long-lead publications.