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The American Heart Association is the nation's most strongly supported voluntary health organization. The 85-year-old organization needed us to revamp a program called the Pharmaceutical Roundtable, a strategic coalition of eight leading pharmaceutical companies and association volunteers including Bristol-Myers and Wyeth-Ayerst. They asked us to examine how to further its mission and better serve the needs of the healthcare system through the Roundtable. Well, Roundtable member contributions helped narrow the research gap. More funds were needed to ensure that meritorious projects received the support they deserved. In response to this need, charity brands redesigned the Roundtable to generate additional research dollars and provide members with benefits that would enable to them to better educate consumers and professionals. The Roundtable had a history of unhappy members and benefits that were negligible. We created the Roundtable with a three-pronged approach, an elevated research commitment, a consumer compliance initiative, and best available marketing benefits for reaching healthcare professionals and consumers. Suddenly, the Roundtable was a more viable and substantial forum and more profitable. By co-branding promotional opportunities, garnering larger funds for research, allowing members of scientific sessions conference privileges, creating collaborative marketing and professional educational programs, and giving priority consideration for program sponsorship, the Roundtable became an overall bigger and better initiative. Without these funds, potentially lifesaving breakthroughs in research would go unsupported. With charity brands' help, the Roundtable successfully became a unique forum that allows members of the pharmaceutical industry to band together and pursue common goals. The most important objective is to improve the overall cardiovascular health of the United States. By raising money for research, patient education, and public and professional informational sessions, the Roundtable is able to reach millions of individuals suffering from heart-related diseases as well as anyone generally concerned about their heart health.

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American Heart Association and the Pharmaceutical Roundtable

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