Our deep dive revealed that many media outlets were still quoting outdated menopause research or incorrect information. To reset the narrative, we coordinated a proactive and reactive ‘myth busting’ media relations programme.
We engaged with the management team and key spokespeople who work voluntarily for BMS to gather clinically verifiable information and used the information to respond to journalists’ requests and arrange expert interviews in national press as well as managing the day-to-day media inbox. In addition, we commissioned two new YouGov surveys to gather information and transformed the findings into press releases, with media-friendly stats, infographics and verified, evidence-based information.
Myself and our clinical leads on our Medical Advisory Council have been very impressed with Transform.
After only a few months they understand what we are trying to achieve better than Edelman did in 5 years.
Sara Moger
CEO, British Menopause Society
