Prepared For:
Joslyn Fagan Associate Director of Communications
We’re not just marketing medicines. We're inspiring health.
ABOUT COYNE PR
Founded in 1991, Coyne PR is a leading independent public relations firm in the United States, thriving in the global communications landscape. Our firm is committed to excellence and innovation and delivers impactful strategies and creative solutions for some of the world’s most prestigious brands. Our team of more than 135 professionals, based in vibrant New York and New Jersey offices, collaborates across a network spanning 115 cities, 49 countries, and six continents, thanks to our partnership with The Worldcom Public Relations Group. At Coyne PR, we pride ourselves on navigating the complexities of a rapidly evolving media environment, ensuring our clients achieve their communication goals with precision and flair. Our work, recognized with over 1,000 industry awards, reflects our dedication to creativity, strategic planning, and exceptional service.
Industry Experience
HEALTHCARE PRACTICE
There is nothing more precious and personal than the health and well-being of our loved ones, or ourselves. And there is perhaps nothing more personally rewarding than caring for others who are in need. Parents, caregivers, volunteers, medical professionals, researchers, advocates all share a common purpose: to help people.
That’s our WHY.
We believe communications plays a critical role in changing lives, illuminating the path to knowledge, treatment, and health. We partner with our clients to help guide that journey to knowledge through information, insights, and inspiration, to empower people in their moment of need.
When it comes to that moment of need, we seek not just to understand what decisions people make, but WHY they make those decisions. What’s their inspiration, their aspiration, their challenges, and perceptions?
And we strive to apply that knowledge to create communications that not only stand out, but also motivate patients, caregivers, parents, healthcare professionals, advocates, influencers, and others to act.
We invite you to explore the healthy success and award-winning work that has made Coyne PR one of the leading healthcare and pharma agencies in the US.
Integrated Communications
Coyne PR provides clients with best-in-class, channel-agnostic communications strategies that drive visibility, engagement and growth across all paid, earned and owned channels reaching our desired targets precisely where they find information and discover inspiration. We don’t measure impressions; we measure impact.
Healthcare Expertise
We are experts in the dynamics of a highly complex healthcare system. Marked by an array of stakeholders, regulatory bodies, reimbursement mechanisms, and policies, healthcare is perplexing and often frustrating for the end user. As healthcare communicators, we are responsible for simplifying the complex and distinguishing our clients’ attributes and offerings from their competitors.
Specialties
Disease Awareness
Patient Education
Advocacy Group Engagement
Community Health Initiatives
Health Equity Initiatives
Sponsorship/Partnership Activations
Events and Promotions
HCP Engagement
FDA Approvals/Data Milestones/AdComms
Product Launches/Patent Extensions/ LOE Communications
Black Box Product Communications
Patient Influencer and Social
Media Activation
Medical Meeting Support
Executive and Clinical Thought Leadership
Reputation Enhancement
Services
Public Relations
Earned Media Strategy
Media Relations & Events
Press Materials
Message Development
Media Training
Generative Engine Optimization
Competitive Media Audits
Paid Program Integrations
Bylined Articles/Op-eds
Spokesperson Identification
Editorial Calendars/News Bureau
Social & Influencer
Brand & Content Strategy
Social Listening, Monitoring & Analysis
Community Management & Engagement
Social Media Advertising
Crisis Communications
Influencer Identification & Outreach
Influencer Negotiations & Contracting
Influencer Payment Fulfillment
Brand Immersions & Creative Briefs
Measurement & Reporting
Digital & Content
Branded & Digital Content
Video Production
PSAs
Website Design & Development
Advertising
Animation
CRM Integration & Email Marketing
SEO/SEM
Creative Mailers
Digital Display Ads
GEO
AI Visibility Audit & Analysis
Source Signal Mapping
Review/Synchronization of Wikipedia/
Wikidata/Owned Platforms
Owned Content Re-engineering
Answer Hub Development
Monitoring of Brand Share of Answer
You’ll flip for our case studies
CeraVe
Acne is among the most common skin conditions globally, but also one of the most misunderstood. CeraVe, the #1 dermatologist-recommended brand in the US, needed to teach the masses how to Clear It Up Like a Dermatologist. CeraVe brought hundreds of influencers from around the globe to Acne Academy, an immersive school day led by social media’s top dermatologists, so they could in turn drive mass social education among their followers. With more than 350 attendees from over 25 different countries, the CeraVe Acne Academy collectively reached hundreds of MILLIONS of consumers, showing them how to #ClearItUpLikeaDerm.
Pacira
The opioid epidemic is one of the nation’s deadliest public health crises, yet many people are unaware that surgery is an unintentional gateway to opioid addiction and dependence. Pacira BioSciences engaged Coyne PR to drive education among patients about the non-opioid options available to manage pain before, during and after surgery. The team developed Choices Matter, an award-winning national movement to elevate awareness of the gateway risk story using celebrity spokespeople, data reports, digital platforms, and events to encourage conversations between patients and physicians about postsurgical pain management before surgery.
The team developed and launched an award-winning 40-minute documentary titled GATEWAY that humanized the risk and impact of opioid addiction through surgery. The dramatic documentary kicked off with a New York City premier and a national PSA in partnership with CADCA, the nation’s leading substance abuse prevention organization. GATEWAY has been recognized by 24 film festivals, won nearly 30 awards across the film and media industries, and earned a PRSA Silver Anvil.
The campaign also championed the issue of gateway awareness through corporate thought leadership. Coyne brought together Pacira and IQVIA to develop “The United States for Non-Dependence,” a groundbreaking report that explored the issues of overprescribing of opioids and diversion and misuse following surgery. The report launched on GMA and generated massive attention for the issue and Pacira’s leadership.
To launch Pacira’s iovera, a form of cold therapy used to treat chronic pain, to reach the 50+ market, Coyne PR supported Pacira’s partnership with the PGA TOUR Champions and LPGA, spotlighting its tournament presence and leveraging the digital properties of each organization to syndicate the iovera message. Through the LPGA partnership, Pacira distributed its first national broadcast ad spot across CBS, NBC, and the Golf Channel, sharing details on iovera and driving viewers to the brand’s digital destination. The campaign extended its collaboration strategy into a partnership with the NFL Alumni Association (NFLA), and Coyne focused on elevating the brand during Super Bowl LVII in Phoenix with activations on Radio Row and an exclusive event at TopGolf in partnership with the NFLA Arizona Chapter. Post-Super Bowl, the collaboration network expanded with notable organizations, including American Youth Football, Pop Warner, and Shatterproof.
MiraLAX
MiraLAX, aiming to shift its image from a basic laxative to a relevant gut wellness brand, launched a campaign targeting millennial women (ages 26-41) who prioritize holistic health. Research indicated a strong link between stress and constipation, particularly among women. Insights showed that women, more prone to stress, often suffer from constipation, and social media trends reveal a reluctance to discuss bowel issues. MiraLAX identified an opportunity to destigmatize the topic and engage its audience through humor and relatable content. The strategy involved creating “The Gut Gap,” highlighting the stress-constipation link. Recognizing that laughter reduces stress, MiraLAX partnered with comedians Abbi Jacobson and Ilana Glazer from the show “Broad City.” They cowrote and starred in a digital spot discussing constipation humorously, timed to the show’s anniversary. The spot aired across social, digital, and connected TV platforms. The campaign launched with a media and influencer event featuring a “Constipation Conversation” brunch. Panelists included the comedians and health experts, discussing stress and gut health. The campaign achieved significant results: a 10.1% increase in dollar sales post-launch, over 1.2 billion media impressions, and high social media engagement. The campaign successfully repositioned MiraLAX within the wellness space, making the topic of constipation more approachable and engaging.
The V Foundation for Cancer Research
In 1993, in his final days living with cancer, legendary college basketball coach and national champion Jim Valvano delivered an emotional speech at the ESPYS, during which he declared the infamous line: “Don’t Give Up...Don’t Ever Give Up!”® This line became a rallying cry for those battling cancer - and beyond – to “fight their fight” until the very end. Testament to this, Jim teamed up with ESPN in the months leading up to his passing to establish The V Foundation for Cancer Research which, to date, has granted more than $310 million for cancer research. Thirty years removed from its namesake’s death, the Foundation partnered with Coyne PR to revitalize its presence, engage new and younger audiences affected by cancer, and make inroads on behalf of grantees to show the impact of Foundation funding. Leveraging relationships with Coach Mike Krzyzewski, Dick Vitale, Jeff Gordon, Andrew Jones and Quenton Nelson - as well as a stellar group of oncology researchers and cancer thrivers - the Coyne team has expanded the V Foundation’s presence throughout a range of top-tier sports, health and news channels, all with an eye toward Jim’s parting thoughts: “Cancer research may not save my life, it may save my children’s lives. It may save someone you love.”
Indeed
As agency partner to Indeed, Coyne PR led a strategic visibility and engagement program to elevate Indeed as the go-to platform for professional advancement in an increasingly competitive healthcare employment market. Focused on addressing workforce shortages across nursing, therapy and dentistry, the effort established a high-impact presence at major healthcare professional conferences and brought to life Indeed’s second annual “Off the Clock” event, designed to support and celebrate nurses and allied health professionals. Coyne also built and activated an ambassador network of trusted healthcare creators, launching a content collaboration campaign that generated tens of thousands of engagements and reinforced Indeed’s role as a career partner for healthcare professionals at every stage.
Orangetheory Fitness
The WTF is OTF?! Comedy Event campaign partnered Orangetheory Fitness with comedian Hannah Berner to flip the traditional “New Year, New You” narrative on its head. Through a live and globally-streamed comedy set that roasted fitness fads and stereotypes, while spotlighting Orangetheory itself, the campaign broke down “gymtimidation” and made fitness feel more approachable. The program drove millions of media impressions and toptier press coverage while also boosting brand awareness, positioning Orangetheory as a fun, supportive and industry-leading fitness community.
Alka-Seltzer
New Alka-Seltzer Hangover Relief needed to hit the market with a bang to help consumers get quick relief from mental fatigue, and head and body aches so they could keep living the good life. Coyne PR tapped rapper, producer, and lover of a good “drank,” T-Pain, to serve as a brand spokesperson and remix the classic, 90-year-old “Plop, plop, fizz, fizz” brand jingle, to drive awareness of the new hangover relief product and relevance with today’s consumer. From behind-the-scenes content of the recording of the remix to the unveiling of the jingle at an exclusive pre-concert event with T-Pain, consumers everywhere will “pop back up” after their worst hangovers, thanks to the award-winning campaign. Oh, what a relief it is!
Claritin
Just in time for fall allergy season, Bayer Consumer Health brand Claritin launched Claritin Liquid, formulated to relieve itchy ears, throats and noses. Coyne saw an opportunity to engage consumers in Wichita, KS, named the #1 allergy capital in the U.S. by the Allergy and Asthma Foundation,while generating national headlines. The idea: help take the “itch” out of Wichita by encouraging locals to support renaming the city “Wita.” Coyne created a playful petition and enlisted Wichita-born actress, producer and allergy sufferer Natasha Rothwell to drive buzz and signatures. The campaign kicked off with a full-page ad in The Wichita Eagle, announcing Claritin’s pledge to visit Wichita and distribute free samples of Claritin Liquid alongside Natasha. Weeks later, Coyne brought the concept to life with a branded tourist booth in downtown Wichita featuring “Welcome to WITA” merchandise and product giveaways. Local ABC, CBS and CW affiliates covered the event, interviewing Natasha onsite, while event listings and social media fueled anticipation. Claritin also partnered with the Wichita Parks Foundation, making a monetary donation to support local outdoor spaces. Natasha extended momentum through interviews with Well+Good, New York Magazine and PureWow. The campaign has generated more than 614 million earned impressions, surpassing brand benchmarks.
TheraBreath
The TikTok-viral oral care brand, TheraBreath, turned to Coyne PR to drive awareness for the launch of its new line of toothpastes that, like its rinses, are formulated to fight bad breath at its source. The team uncovered that while 85% of people want someone to tell them if their breath needs some freshening up, only 15% are willing to break the news because… well, AWKWARD! To help fans ensure those closest to them are showing up as their freshest selves, TheraBreath teamed up with comedian and podcast host, Jake Shane, to deliver the news and an exclusive offer to try the new TheraBreath toothpastes anonymously on their behalf with Breathapy Sessions. Fans simply nominated someone in need of freshening via DM for a chance for their nominee to receive a “Breathapy” session or pep talk video from Jake himself along with a sample of the toothpaste so they could squeeze the day. And while the nominations were designed to be hush-hush, the conversation around the campaign was anything but! The launch generated nearly 6 billion earned media impressions, with top national outlets like People, Us Weekly, E! News and more covering the partnership with Jake and the Breathapy session offer.
TUMS
TUMS, America’s leading antacid brand, set out to modernize its image and connect with Gen Z and Millennial audiences through culture-driven campaigns spanning fashion and football.
To fuse food, fashion and heartburn relief, TUMS partnered with viral designer Nik Bentel to launch the limited-edition metallic TUMS Bag, inspired by TUMS Chewy Bites. Released in December 2023 on Nik Bentel’s website and Amazon, the bag debuted with Grammynominee GAYLE at iHeartRadio’s Jingle Ball and was seeded to top-tier media and influencers. The bags sold out within an hour, generated 834 million earned impressions, earned a feature on The TODAY Show, drove a 10.98% social engagement rate and contributed to a 23% sales lift for TUMS Chewy Bites during the activation period.
Building on food-centric passion points, TUMS also launched the “TUMS Fantasy Foodball Pool” with DraftKings during playoff season. The free-to-play game let fans draft foodthemed rosters for a share of $40,000 in prizes, amplified by NFL star Vince Wilfork and Super Bowl weekend activations in New Orleans. The campaign delivered 230,000 entries, a +15% retail sales lift and more than 4.4 billion earned impressions.
Humana
Humana helps millions of people – including those with Medicare, families, military service personnel and communities at large – achieve their best health through healthcare delivery and administration. Coyne PR has supported multiple lines of business, national sponsorships, grassroots initiatives, and regional brand building, resulting in billions of media impressions and nearly 40 industry awards.
For nearly a decade, Coyne has driven visibility for Humana during Medicare Annual Enrollment Period (AEP). The Coyne team executes a series of integrated tactics across channels to raise awareness not only of AEP plan benefits and key considerations, but also of Humana’s offerings, specifically.
Coyne consistently drives visibility for Humana’s lines of business, including CenterWell Senior Primary Care and CenterWell Home Health. By positioning physicians across a range of communications channels – including earned, owned and social – the team elevates awareness of integrated care delivery options, notably senior-focused primary care, and care at home.
To amplify Humana’s presenting sponsorship of the National Senior Games, the largest sporting event for people aged 50 and older, Coyne and Humana developed “Humana Game Changers” to recognize select participating athletes who exemplify healthy aging. Year-over-year, the program generates widespread, branded media coverage for Humana and the stellar athletes.
The Coyne team supports the Humana Foundation in raising its visibility among internal and external audiences. Key to the reputation enhancement campaign is showcasing the leadership, expertise and perspective of the Foundation’s CEO in national and regional media on the organization’s priority issues, including health equity, connectedness for marginalized communities and disaster philanthropy.
Coyne worked with Humana to debut Freewheelin, the nation’s largest bike-sharing initiative to promote healthy living and healthy communities, by bringing 2,000 branded bikes to the Republican and Democratic National Conventions. The campaign generated hundreds of millions of media impressions; a PRSA Silver Anvil; and the attention of politicians and policy makers throughout the nation.
Otsuka
As a long-standing partner to Otsuka, one of the world’s leading pharmaceutical companies, Coyne PR has provided strategic brand communications support to its portfolio of category leaders and challengers across mental health, digital medicine, and nephrology, including ABILIFY MAINTENA, ABILIFY MYCITE, ABILIFY ASIMTUFII, JYNARQUE, REJOYN, and REXULTI. We are also actively supporting the company as it prepares the market for innovative new treatments in PTSD, ADHD and IgA nephropathy.
Through our partnership, we have supported multiple data and regulatory milestones, including FDA ad comms, clinical data communications, FDA approvals and medical device clearances. Notably, the team launched Otsuka’s first celebrity spokesperson campaign featuring Olympic gold medalist Missy Franklin, whose family is impacted by a rare, hereditary kidney disease. The robust campaign, which is a finalist for the 2025 PRWeek Purpose Awards and 2025 PR Daily Media Relations Awards, spanned two years and included multi-faceted PR activations that helped spread awareness of this rare disease. This campaign was covered by top-tier outlets, including earned placements from ABC News, Fox News, Good Morning America, USA Today, and others, resulting in more than 450M+ impressions and 200+ unique clicks to ADPKDQuestions.com.
The team also recently managed the FDA clearance for REJOYN, the first-ever prescription digital therapeutic authorized for the adjunctive treatment of major depressive disorder (MDD) symptoms. Our meticulous earned media plan generated a wave of national and trade media coverage that heightened the credibility of digital therapeutics and the promise of REJOYN in treating depression in combination with adjunctive treatment. The FDA clearance campaign garnered more than 260 media placements, resulting in 1.69B+ impressions, with top media hits including CNN, Time, NPR, and STAT. This campaign is a finalist for the 2025 Innovation SABRE Awards (North America) and the 2025 North American SABRE Awards (trade media).
Allergan
Coyne PR supported Allergan in building visibility for its retina franchise and associated eyecare brands through an integrated strategy blending data communications with KOL thought leadership and media engagement at professional conferences, to reinforce the company’s position as category leader.
Coyne developed a PR program to support Allergan’s Eyepowerment campaign around chronic dry eye by partnering with world-renowned body language expert Patti Wood to talk about the importance of eye language and how chronic dry eye symptoms might interfere with the messages our eyes can send.
Actress Bellamy Young served as a spokesperson for a campaign to support RESTASIS MULTIDOSE®. Coyne secured interviews with Bellamy at top media outlets across celebrity, entertainment, health and lifestyle media. Overall, the partnership with Bellamy garnered more than 1,000 media placements.
Coyne also supported the launch of TrueTear™, an FDA-approved device that provides temporary relief from dry eye by stimulating glands and nerves associated with tear production. Coyne worked closely with several KOLs to create a series of byline articles and media interviews around OZURDEX® as part of the treatment regime for patients with diabetic macular edema (DME).
Christopher & Dana Reeve Foundation
When a groundbreaking study published in the journal Brain revealed that four young men with spinal cord injuries (SCI), who were previously told they’d never move again, regained lower extremity movement and vital functions after receiving an epidural stimulator implant, the Christopher & Dana Reeve Foundation turned to Coyne PR. The agency was tasked with launching a campaign to raise visibility for the study, engage the SCI community, and support a $15 million fundraising goal to expand the treatment to 36 more individuals.
Coyne developed “The Big Idea,” a national campaign centered around ReeveBigIdea.org—a digital hub for research, video content, social integration, and donations. The campaign was driven by compelling footage of the participants moving again, media partnerships, and celebrity support. Coyne also tapped Reeve ambassadors and aligned with top research institutions for credibility and exposure.
The campaign earned more than 2,000 media stories and 8,000+ social mentions from celebrities like Jerry Seinfeld and Whoopi Goldberg. The website attracted 61,000+ sessions, with visitors staying over two minutes on average. Ultimately, the campaign raised more than $8 million and helped reignite hope within the paralysis community.
Stryker
Stryker is one of the most recognized companies in the world for its orthopedic devices and medical innovation. Stryker tapped Coyne PR for media support during the American Academy of Orthopedic Surgeons (AAOS) Annual Meeting to drive news and senior leadership visibility. Coyne supported Stryker’s position as the Official SmartRobotics™ Joint Replacement Partner of Minor League Baseball, executing a nationwide campaign highlighting Stryker’s presence at ballparks across the country during the Minor League Baseball season. The campaign featured the “Own the Walk” initiative that donated $1 for every walk issued to a batter during the regular season to K9s For Warriors, a service organization that provides service dogs to wounded veterans. The veterans community initiative reached deeper into VA and military hospitals to highlight Stryker’s Mako SmartRobotics™, a technology used to treat patients suffering from joint pain.
Express Scripts
Coyne PR served as a trusted communications counselor to Express Scripts for nearly two decades. Breaking new research, leveraging its annual Drug Trend Report, and quickly acting on news of the day, Coyne developed or supported more than 50 data initiatives on issues ranging from digital therapeutics to pediatric health to behavioral and mental health to chronic disease.
As COVID-19 rapidly evolved to a global pandemic, the agency collaborated with Express Scripts on one of the first wide-ranging data analyses on the pandemic’s impact on behavioral health, revealing the surge in use of behavioral health medications in its early stages. The report created substantial media attention, garnering coverage in top-tier press and reinforcing a leading corporate brand position for Express Scripts.
Coyne PR brought together Express Scripts and the Columbia Mailman School of Public Health for a revealing study on the expanding role of the pharmacist as part of Express Scripts’ “Pharmacist of the Future” campaign. The study generated significant buzz on the expanding role of the pharmacist in the care team against the backdrop of physician and nurse shortages.
Coyne helped relaunch the Express Scripts Lab, an advanced research and solution design center with 160 experts tackling the toughest challenges in healthcare. The effort generated widespread attention and established the facility as a key destination for stakeholders and media.
The agency supported annual campaigns for Express Scripts to drive visibility of its Medicare PDP marketing initiatives from the award-winning campaign “Prescription for a Healthy Nest Egg” to the “Roadmap for Medicare” initiative to simplify the complexity of Medicare Part D plan selection.
OraPharma
Gum disease, also known as periodontal disease, affects nearly 65 million Americans, with particularly high prevalence among Latino populations. To raise awareness for the issue and encourage patients to talk to their dentists about treatment options, Coyne PR partnered with OraPharma to launch the Cover Your Bases campaign featuring World Series Champion and three-time American League MVP, Alex Rodriguez. The campaign was the first national awareness campaign and first celebrity spokesperson program for OraPharma.
The campaign leveraged the celebrity status of Rodriguez and his personal story as a patient using ARESTIN, an antibiotic used in combination with scaling and root planning (SRP) to treat gum disease.
The campaign launch featured a first-person testimonial video of Rodriguez as a centerpiece to the new ARESTIN patient website, social media activations, and a national media day in New York. The campaign garnered more than 900 stories and 5 billion media impressions, including CBS Mornings, Good Day New York, PEOPLE, Forbes and Healthline. Importantly for OraPharma, on launch day web traffic to ARESTIN.com increased by 157% and the company’s LinkedIn post announcing the campaign saw a 938% increase in performance.
Summit Therapeutics
When Summit Therapeutics prepared to unveil groundbreaking clinical trial results for its bispecific antibody ivonescimab, the stakes couldn’t have been higher. The data from Akeso’s Phase III HARMONi-2 trial showed ivonescimab decisively outperforming Merck’s Keytruda— currently the standard of care—for advanced non-small cell lung cancer (NSCLC). Summit turned to Coyne PR to deliver this complex story to the world.
With a strategic spotlight on the World Conference on Lung Cancer (WCLC), Coyne crafted a comprehensive communications plan to address three key challenges: intense competition for media attention, skepticism around data generated solely in China, and the need to clearly delineate Summit’s role in driving global commercialization through its HARMONi-3 trial.
The campaign rolled out in two phases: a pre-conference briefing blitz with top-tier business, pharma, and healthcare outlets, and a post-presentation media surge designed to translate technical findings into a powerful narrative of innovation and leadership.
Coyne secured 159 placements and generated over 2.7 billion impressions, delivering interviews for Summit’s Co-CEOs with CNBC and The Wall Street Journal—the team’s top media targets.