PFIZER'S BOSTON HEART PARTY™
Focusing Increased Attention on Matters of the Heart

Each year, nearly 500,000 women lose their lives to cardiovascular disease (CVD) disease. The Pfizer Boston Heart PartyT is a cardiovascular screening and awareness campaign, which seeks to spread the core messages about the threat of CVD and Pfizer's role in preventing and treating it to women, physicians, and institutions. Partners Healthcare and CareGroup Healthcare System, the two largest integrated delivery systems in Massachusetts , are the lead partnering organizations in The Boston Heart PartyT.

SM& team members worked on the campaign for many years, and each year, we developed a strategy to increase coverage and participation in screenings. Over the years our campaign included an aggressive media relations program; a geographic expansion; and the development of a new initiative with restaurants designed to deepen the reach of the campaign through the community by promoting heart healthy menu items in more than 50 restaurants. We also positioned our team as a support network for participating doctors, communicating our availability for media training and talking points, which helps build a key relationship for our client (physicians play a critical role in the planning and promoting of The Boston Heart PartyT by helping to inform patients about screenings and serving as sources for media).

In the campaign's most recent year, we generated over 19 million media impressions. More than 5,400 people were screened for CVD, bringing the campaign total to over 30,000. We used creative approaches to garner more substantive stories and also built important strategic alliances for Pfizer.  Through use of alternative media placements, we were able to drive more visitors to The Boston Heart PartyT website and reach new audiences with our messages.

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