SOURCE: Harte-Hanks


November 18, 2009 08:45 ET

Harte-Hanks and MedImmune Win Medical Marketing & Media Gold Award

Pair Wins High Honor in "Best Use of Direct Marketing to Healthcare Professionals" Category for FluMist Campaign

SAN ANTONIO, TX--(Marketwire - November 18, 2009) - Harte-Hanks, Inc. (NYSE: HHS), a worldwide direct and targeted marketing company, today announced, along with client MedImmune, that they have been honored by the Medical Marketing & Media Awards with a Gold Award in the "Best Use of Direct Marketing to Healthcare Professionals" category for the 2009 FluMist® (Influenza Vaccine Live, Intranasal) HCP Campaign.

Presented on October 29, 2009 at Tavern on the Green in New York City, this particular Gold Award honor -- sponsored this year by DM News -- recognizes excellence in direct promotional materials aimed at healthcare professionals (HCPs), including physicians, their assistants or any medical-specialty professionals.

The objective for the 2009 FluMist Direct Marketing HCP campaign was to improve the awareness of FluMist among pediatricians not called on by MedImmune representatives. This is especially important as more parents are becoming aware of the intranasal form of the influenza vaccine and consequently are asking their physicians for the vaccine. The goal was to increase the year-over-year sales among these physicians.

The foundation for the campaign's success was attributed to a clear strategy, preparation and an integrated approach. Preparation began with market research to understand these customers better, analysis of available databases, state vaccination rates, office visit data, and historical sales data. The integrated campaign included telesales support, an e-detail, emails and faxes.

"This integrated campaign has enabled MedImmune to educate a physician community that we otherwise would not have been able to reach through our targeted pediatric sales force. It has been one of the most efficient and valuable tactics in our strategic marketing mix," said Jennifer Beachell, director of FluMist marketing. Positive sales momentum resulted in the program generating a 30 percent increase YOY in pre-book doses and exceeding the return on investment goals.

"The program had quantified goals and was built upon a solid, integrated direct marketing strategy," said Shireen Bashir, associate director of FluMist marketing for MedImmune, who led this campaign. "We are pleased to have partnered with Harte-Hanks to drive such a positive result."

"We are grateful to MM&M for honoring the effort of MedImmune and our agency team, and for the opportunity to do great work with MedImmune," said David Zaritsky, group managing director, Harte-Hanks. "We also recognize the high caliber of the work of the other creative professionals in this category."

About FluMist

Who may be eligible for FluMist?

FluMist is a vaccine approved for the prevention of certain types of influenza disease in children, adolescents and adults 2-49 years of age. FluMist may not protect everyone who gets it. FluMist is for intranasal administration only.

Who may not be able to get FluMist?

FluMist is not right for everyone. FluMist must not be given to: people with history of hypersensitivity to eggs, egg proteins, gentamicin, gelatin or arginine; people with life-threatening reactions to previous influenza vaccinations; and children and adolescents receiving aspirin or aspirin-containing therapy.

Children less than 24 months of age are not eligible for FluMist.

The following people may not be able to get FluMist or may be able to get it only in certain situations: people with asthma or active wheezing, or children less than 5 years of age with recurrent wheezing; people with a history of Guillain-Barré syndrome; people with a weakened immune system; people with long-term medical conditions including heart disease, kidney disease, and metabolic diseases, such as diabetes; and pregnant women.

If your child falls into one of these groups, be sure to tell your healthcare provider. They will decide if FluMist is right for your child.

What are the most common side effects of FluMist?

Most common side effects included runny nose or nasal congestion, sore throat, and fever. For a full list of side effects, please see section 6.1 in the accompanying product information.

Please see the complete product information at

For more information, please visit

About MM&M Awards 2009

The MM&M Awards recognize exceptional creativity and marketing effectiveness in healthcare. In just four years the MM&M Awards has evolved to become the premier program in the biopharma industry. Entries are judged by an independent panel of judges who represent all industry sectors. The rigorous judging process ensures that submissions are judged fairly and independently, and with the authority and respect they deserve, ensuring that only the worthiest work is rewarded. Visit the MM&M Web site at

About MedImmune, Inc.

MedImmune, the worldwide biologics business for AstraZeneca PLC (LSE: AZN) (NYSE: AZN), has approximately 3,300 employees worldwide and is headquartered in Gaithersburg, Maryland. With an advancing pipeline of promising candidates, MedImmune aims to be the next revolutionary force in biotechnology by delivering life-changing products, industry-leading performance and a tireless commitment to improving patient health. Visit the MedImmune Web site at

About Harte-Hanks®

Harte-Hanks, Inc. is a worldwide, direct and targeted marketing company that provides direct marketing services and shopper advertising opportunities to local, regional, national and international consumer and business-to-business marketers. Visit the Harte-Hanks Web site at or call (800) 456-9748.

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