Challenge
Following the Côte d’Ivoire launch, Roche Diagnostics advanced its 10-Year Diagnostics Ambition for Africa by introducing its Nigeria ODG initiative—another key milestone in its continental healthcare strategy. The launch aimed to showcase Roche’s investment in diagnostics, expand access, and deepen collaboration with stakeholders in Nigeria’s healthcare ecosystem.
Solution
THOP executed a tightly focused media relations campaign to maximise visibility and message clarity. This included targeted press outreach, strategic journalist engagement, and the facilitation of executive interviews to communicate Roche’s leadership and commitment to the Nigerian healthcare sector. A single, well-crafted press release served as the anchor for the campaign, ensuring message consistency across all channels.
Tactics
- Messaging and media materials:
Developed and distributed a focused press release to communicate the ODG initiative’s relevance, aligning messaging with Roche’s broader strategic objectives.
- Journalist engagement:
Conducted tailored outreach and one-on-one briefings with 25 targeted journalists to build media relationships and ensure accurate, high-impact coverage.
- Executive visibility:
Facilitated media interviews with Roche executives, positioning leadership as authoritative voices on healthcare innovation and policy.
- Narrative amplification:
Emphasized Roche’s investment in local capacity, innovation in diagnostics, and long-term commitment to Nigeria’s healthcare system across all media touchpoints.
Outcome
The initiative achieved strong media traction, with over 29 earned clippings and a cumulative reach exceeding 7 million. Sentiment was overwhelmingly positive, with 14 favourable and 3 neutral pieces of coverage. Roche’s key messages were prominently featured across top-tier national outlets and industry-specific platforms, reinforcing its role as a trusted diagnostics partner in Nigeria.
Advisory Role
THOP provided strategic counsel throughout the campaign—shaping core messages, identifying the most influential media voices, and ensuring alignment with Roche’s broader institutional and public health goals in Nigeria.
