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	Allendale Pharmaceuticals Allendale Pharmaceuticals hired Widmeyer Communications to develop a comprehensive communications and media outreach campaign to re-launch the Today Sponge, re-establish its position as the leading OTC female contraceptive and educate consumers about its safety and efficacy. For the re-launch of the Today Sponge, Widmeyer Communications designed a detailed media relations plan that pre-empted negative publicity, maximized awareness of the product’s safety and efficacy, and sustained the growing national buzz about the anticipated return of Today Sponge among consumers, the media and advocacy groups. In order to do so, Widmeyer Communications conducted a comprehensive research and analysis of Today Sponge media coverage spanning 12 years, developed a multi-layered media relations plan, and communicated with reporters who wrote negative articles and provided them with facts and accurate information. By taking this approach, Widmeyer took on the negative story of the Today Sponge, addressed its positive aspects in one-to-one dialogues with the media, and continued to build on its efficacy, safety profile, and popularity. Results: The FDA re-approval of the Today Sponge in April 2005 received widespread national, regional and local media coverage, garnering more than 114 million media impressions with an approximate advertising value of more than $3.9 million. The majority of the coverage was positive and included accurate efficacy statistics. Coverage reflected the excitement of consumers and some doctors over the long-anticipated return of the Today Sponge as a trusted and easy-to-use OTC and non-hormonal option for women. Media coverage also increased awareness and understanding and broadened the Sponge’s appeal with a younger demographic group. Major national broadcast coverage included NBC News’ Today, NBC News’ Weekend Today, The Early Show, CBS Saturday Early Show, MSNBC, CNN, Fox News Channel, CNBC, CBS Radio Network, Dr. Laura Berman Show, and a short mention in the monologue of The Tonight Show with Jay Leno. Print coverage included stories in the New York Times, Wall Street Journal, Washington Post, USA Today, Los Angeles Times, Chicago Tribune, Miami Herald, Orange Country Register and New York Magazine. The Associated Press and Reuters published articles, as did Parents, Cosmopolitan, Self, Fitness, and Prevention magazines. Trade publications such as the Gray Sheet, Tan Sheet, Medical Device Daily, PR Week, Adweek, Advertising Age, and BrandWeek ran stories and International coverage included articles in the British Independent and the Sunday Irish Independent.

Allendale Pharmaceuticals

Allendale Pharmaceuticals hired Widmeyer Communications to develop a comprehensive communications and media outreach campaign to re-launch the Today Sponge, re-establish its position as the leading OTC female contraceptive and educate consumers about its safety and efficacy. For the re-launch of the Today Sponge, Widmeyer Communications designed a detailed media relations plan that pre-empted negative publicity, maximized awareness of the product’s safety and efficacy, and sustained the growing national buzz about the anticipated return of Today Sponge among consumers, the media and advocacy groups. In order to do so, Widmeyer Communications conducted a comprehensive research and analysis of Today Sponge media coverage spanning 12 years, developed a multi-layered media relations plan, and communicated with reporters who wrote negative articles and provided them with facts and accurate information. By taking this approach, Widmeyer took on the negative story of the Today Sponge, addressed its positive aspects in one-to-one dialogues with the media, and continued to build on its efficacy, safety profile, and popularity.

Results:

The FDA re-approval of the Today Sponge in April 2005 received widespread national, regional and local media coverage, garnering more than 114 million media impressions with an approximate advertising value of more than $3.9 million. The majority of the coverage was positive and included accurate efficacy statistics. Coverage reflected the excitement of consumers and some doctors over the long-anticipated return of the Today Sponge as a trusted and easy-to-use OTC and non-hormonal option for women.

Media coverage also increased awareness and understanding and broadened the Sponge’s appeal with a younger demographic group.

Major national broadcast coverage included NBC News’ Today, NBC News’ Weekend Today, The Early Show, CBS Saturday Early Show, MSNBC, CNN, Fox News Channel, CNBC, CBS Radio Network, Dr. Laura Berman Show, and a short mention in the monologue of The Tonight Show with Jay Leno.

Print coverage included stories in the New York Times, Wall Street Journal, Washington Post, USA Today, Los Angeles Times, Chicago Tribune, Miami Herald, Orange Country Register and New York Magazine. The Associated Press and Reuters published articles, as did Parents, Cosmopolitan, Self, Fitness, and Prevention magazines.

Trade publications such as the Gray Sheet, Tan Sheet, Medical Device Daily, PR Week, Adweek, Advertising Age, and BrandWeek ran stories and International coverage included articles in the British Independent and the Sunday Irish Independent.