DUSA Pharmaceuticals: Increasing End-User Awareness

DUSA Pharmaceuticals (NASDAQ:DUSA) knew it was imperative to maintain high levels of awareness and visibility in order to achieve its sales goals for the coming year. It asked Morrissey & Company to establish and reinforce relationships with leading dermatologists in the U.S. and to manage a full-scale media relations campaign to keep DUSA products at the forefront of doctors’ minds.

The program included:

• Identifying and pursuing top media targets in three key audience segments: consumer, dermatology and business press; and arranging a satellite media tour to reach broadcast audiences across the U.S.
• Managing and conducting all media relations, as well as arranging media interviews with dermatologists and corporate spokespeople to bolster awareness of the DUSA product line.
• Providing expertise and marketing support to bolster the company’s visibility at industry events.

Results

Secured extensive coverage with top-level media including the New York Daily News, Allure, Prevention, Elle, Glamour, Vogue, The Boston Globe, Mass High Tech, and television affiliates representing ABC, CBS and Fox.