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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.
