Reformulary Group

Viewing the opioid crisis through a prescriptive lens

CHALLENGE

Reformulary Group, a Toronto-based healthcare technology company, analyzed the data of over six million prescription claims from 2013 to 2017, probing the potential contribution of prescription opioids to Canada’s opioid crisis. A critical narrative already widely reported on, MAVERICK needed to compete in a crowded, technical landscape.

STRATEGIC APPROACH

Faced with a highly complex and esoteric health report, MAVERICK hijacked the news at every opportunity. Published stories often focused on the use of illicit opioids so we cast a prescriptive lens on the nationwide epidemic, inserting a new framework into the media.

SOLUTION

Both reactive and proactive media became the cure for Reformulary’s opioid study. MAVERICK tailored the narrative for pitching to verticals including healthcare, HR and policy and developed personal pitches for journalists who had recently reported on the opioid crisis. We also crafted co-authored, regional op-eds on behalf of Helen Stevenson, CEO of Reformulary Group and Mike Boivin, clinical pharmacist consultant and report contributor.

RESULTS

MAVERICK inserted the opioid report and Helen Stevenson as a thought-leader into 56 mainstream news outlets, generating 6,736,500 impressions. Outlets so far include Toronto Star, The Hill Times, Vancouver Magazine, Hamilton Spectator, News1130 and 680NEWS, yet MAVERICK continues to hijack the news and reach out to relevant reporters.