Background

Iressa’s 8th anniversary summit was on March 2nd, 2013 in Beijing. Over 500 participants got together discussing personalized treatment, EGFR mutation testing and targeted therapy as a leading trend for lung cancer patients.25 state-owned and Beijing-based media attended this event, including TV, print and online media, and 6 major Shanghai and Guangzhou-based media were invited for more media exposure. In addition, 4 group interviews were conducted right after the summit.

Results

• By April 17, total 42 media articles were published. 25 originals, and of this number, 20 are in-depth reports, accounting for 91% of the total original. 17 pick up by major websites
• Return of investment
• Coverage: Total impression of 124,000,000 people
• Advertisement value：RMB 3,276,958
• PR event cost: RMB 150,000
• Cost effectiveness (A/P): 21.8 : 1