Johnson & Johnson

The Challenge

Johnson & Johnson was concerned that single-use invasive medical devices were being re-used in the UK, putting public health at risk. APCO was asked to devise a campaign to raise awareness of the public health risks and safety issues associated with re-use and highlight the importance of using disposable equipment where appropriate. The primary goal was to change government policy and get new guidance issued on sterilization practices and the re-use of equipment.

The Solution

APCO's strategy was to engage third-party allies – patient groups, surgeons, nurses, microbiologists and professional associations – to make the case for single-use medical equipment among political opinion leaders and in the national media.

APCO conducted a survey in partnership with the Patients Association, a leading British non-profit organization representing the interests of patients. The Patients Association was deeply concerned about the rise in infections resulting from re-use of surgical equipment. A survey of over 300 infection control staff working in the British health service was conducted. The survey revealed that over 10% of hospitals were re-using equipment designed for single use, despite the existence of guidance, and that there was considerable concern among healthcare professionals about hospitals' decontamination processes.

The Result

The survey was launched to Parliamentarians and the media. It received front-page coverage in The Daily Mail, the UK's second most widely read newspaper. All of the main UK television news channels covered the story and the Health Minister responded to the issue directly through a live TV interview. The issue was raised by several MPs in Parliament.

As a result of the campaign, the Department of Health announced additional funding to tackle the problem and issued revised guidance. The guidance stressed that single-use equipment should not be "re-used under any circumstances" and announced the development of guidelines on infection control.

J&J's objectives were exceeded. In one area alone, the client forecast a five-fold increase in sales of equipment following the issuing of revised guidance.

Services Provided

• Government relations
• Issue management
• Media relations
• Opinion research
• Positioning

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