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DCCKKA028666

Burson-Marsteller

December 30, 1991

Mr. Gene Jakubczak
Dow Corning Wright

Dear Gene:

I hope you had a wonderful holiday!

For year end, I’ve put together a spokesdoctors activities report. Although you talk to many of the physicians regularly, this consolidated report will be helpful as a re-cap of the combined and individual activities and media placements that the Seattle-trained spokesdoctors generated between September and December 1991.

Overall, the spokesdoctors generated more than 12 million media impressions with 22 placements and contacted nearly 5,000 patients.  The physicians wrote more than 280 letters, contacted more than 300 media and 22 congressmen.  In addition, they conducted numerous other activities such as grand rounds programs and seminars.

The update is based on feedback from the eleven spokesdoctors.  Both and interview of the total activities and media placements and a detailed account of each physician’s activities are included.

Also enclosed is a media analysis, highlighting the physician media placements.  This report provides total number of impressions generated from the spokesdoctors media placements.

Best regards,

Laurie Hurley

Cc:  JMatthews

 

DCCKKA028667

Dow Corning Wright Spokesdoctors

Activities/Media Report

Spokesdoctors activities overview

          Physicians contacted their patients through letters and phone calls and encouraged them to write letters to Congress, FDA and Washington

Total Patients Contacted    4,939

         Physicians wrote their own letters to Congress, FDA or the White House.

Total Letters Written:            Approximately 282+

         Physicians contacted local or national media

Total Media Contacted:       Approximately 303

         Physicians secured media placements in local or national publications, newspapers or T.V. and radio broadcasts

Total number of placements:         Approximately 25

         Physicians contacted or met with congressional members

Total number of contacts:               Approximately 22

         Physicians conducted symposia or other educational activities.

Total Number Contacted:   Approximately 11

DCCKKA028668

Grant Stevens, M.D.

         Contacted 2,900 patients

         Wrote 100+ letters to Congress, FDA and Washington

         Contacted 200 local and national media

         Secured 10 media placements:

o   Wall Street Journal , op-ed

o   Los Angeles Times, op-ed

o   Salt Lake City Tribune, op-ed

o   Seattle Post Intelligencer, op-ed

o   Las Vegas Review-Journal, op-ed

o   KCBS-TV, Los Angeles (CBS, CH2)

o   KABC-TV, Los Angeles (ABC, CH7)

o   Rush Limbaugh Show, KFI Radio

o   Two additional radio programs

         Met with three congressional members:

o   Rep. Mel Levine      

o   Rep. Henry Waxman

o   Rep John Seymour

         Conducted on educational forum at Cedar Sinai Hospital

DCCKKA028669

Thomas Mitts, M.D.

         Contacted 150 patients

         Wrote seven letters to Congress, FDA and Washington

         Contacted two local and two national media

o   KFRE-TV, Fresno

o   KMPH-TV, Fresno (Ind., CH26)

o   Good Morning America

o   CNN, San Francisco

         Secured one placement in local publication”

o   Visalia Times-Delta

         Met with three congressional members:

o   Rep Calvin Dooley

o   Rep. Ron Wyden

o   Rep. Thomas Foley

         Wrote three congressional members

o   Rep. Henry Waxman

o   Sen. Alan Cranston

o   Sen. John Seymour

         Sent letters to 100 broadcast doctors on 11/6

DCCKKA028670

         Roxanne Guy, M.D.

         Contacted 144 patients

         Wrote 25 letters to Congress, the FDA and Washington

         Contacted 11 local media, including:

o   Florida Today

o   Orlando Sentinel

o   WCFX-TV, Orlando (CBS,CH6)

o   WFT-TVV, Orlando (ABC, CH9)

o   WESH-TV, Orlando (NBC, CH2)

o   WBFS-TV, Miami (IND, CH33)

         Secured two media placements

o   Florida Today

o   MacNeil Lehrer, WTTW-TV, Washington, D.C.

         Contacted three congressional members

         Contacted two support groups:

o   American Cancer Society

o   Friends after Mastectomy

         Contacted all advertisers for Connie Chung, and 25 of Dr. Guy’s office employees sent letters to advertisers.

DCCKKA028671

Bob Hamas, M.D.

         Contacted 500 patients

         Wrote 50 letters to Congress, FDA and Washington

         Contacted  11 local and national media

o   Dallas Morning News

o   Dallas Business Journal

o   Newsweek, Letter-to-the-Editor

o   KDFW-TV, Dallas (CBS, CH4)

o   WFAA-TV, Dallas (ABC, CH8)

o   KXAS-TV, Ft Worth (ABC,CH5)

         (below regarding Connie Chung)

o   Los Angeles Times

o   Washington Post

o   New York Times

o   Wall Street Journal

o   USA Today

         Secured one media placement:

o   Dallas Morning News “Today”
(currently being written)

         Met with five congressional members

         Assisted in preparation of Fran Cordell and CBS Nightwatch and Phil Donahue

DCCKKA028672

David McGinnis, M.D.

         Contacted 100 patients

         Wrote 10 letters to Congress, FDA and Washington

         Contacted three local media

o   KSAT-TV, San Antonio (ABC, CH12)

o   KENS-TV, San Antonio (CBS, CH5)

o   San Antonio Express News, Interview

         Secured three media placements

o   KSAT-TV, San Antonio (ABC, CH12)

o   KENS-TV, San Antonio (CBS, CH5)

o   San Antonio Express News, Interview

         Met with four congressional members during Washington DC fly-in

o   Sen. Lloyd Bentson

o   Sen. Phil Gramm

o   Rep. Henry Gonzales

o   Rep. Lamar Smith

         Met with Women’s Caucus during Washington, DC fly-in

         Recruited two patients to testify at the FDA advisory panel hearing as members of “Keep Abreast.”

DCCKKA028673

Neil Reisman, M.D.

         Contacted 110 patients

         Wrote 12 letters to Congress, FDA and Washington

         Contacted four local or national media

o   Roger Gray Radio, 700 AM

o   KPRC-TV, Houston (NBC, CH2)

o   KNOU-TV, Houston (CBS, CH11)

o   KTRK-TV, Houston (ABC,CH13)

         Secured two media placements

o   Roger Gray Radio, 700 AM
Talk radio (will air )

o   KPRC-TV, Houston (NBC, CH2)
“Health Matters”
(taped during fly-in)

         Contacted no congressional members

         Conducted seminars for the Rotary Hand Society’s Risk Management Committee hospital staff.

DCCKKA028674

Ernest Manders, M.D.

         Contacted 250 patients

         Wrote five letters to Congress, FDA and Washington

         Contacted three local or national media

o   WHP-TV, Harrisburg (CBS, CH21)

o   WLYH-TV, Lebanon (CBS, CH15)
(both regarding Connie Chung program)

o   The (Harrisburg) Patriot News

         Secured two media placements

o   WLYH-TV, Lebanon (CBS, CH15)

o   The (Harrisburg) Patriot News

         Contacted one congressional member

o   Sen. Harris Wofford

         Spoke during a surgical grand rounds program

         Spoke to the local Rotary Club

DCCKKA028675

Jay Burns, M.D.

         Contacted 75 patients

         Wrote 40 letters to Congress, FDA and Washington

         Contacted no local or national media

         Secured one media placement

o   KDFW-TV, Dallas (CBS, CH4)

         Contacted two congressional members

o   Rep. Jack Fields

o   Rep. Ralph Hall

         Spoke to about 250-300 nurses from the nursing staffs of three major Dallas hospitals

o   Zale-Lipshy University

o   Baylor University Medical Center

o   Presbyterian Hospital

DCCKKA028676

Gordon Sasaki, M.D.

         Contacted 100 patients

         Wrote 5 letters to Congress, FDA and Washington

         Contacted one local media

o   Pasadena Star News

         Secured one media placement

o   Pasadena Star News

         Contacted no congressional members

DCCKKA028677

Ray Morgan, M.D.

         Contacted seven patients

         Wrote three letters to Congress, FDA and Washington

         Contacted no local or national media

         Secured one media placement

o   Daily Progress Newspaper, Charlottesville, VA

         Met with no congressional members

DCCKKA028678

Michael Niccole, M.D.

         Contacted 603 patients

         Wrote 25 letters to Congress, FDA and Washington

         Contacted 65local or national media throughout southern California

         Secured no media placements

         Contacted no congressional members

DCCKKA028679

List of all media contacts and estimations of audience reached.

DCCKKA028680

Total impressions with all contacts     

            12, 320,354

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