Roche
A regional conversation about women’s health
We supported journalist engagement for Roche’s North Africa Press Day in Cairo, connecting a regional conversation about women’s health with media across the participating markets.
- Where
- Cairo, Egypt
- When
- November 2024
- Our role
- Journalist engagement & media relations
Our role
We supported media engagement around Roche’s Cairo press day and followed up with participating journalists. The coverage explored breast-cancer care and innovation through perspectives relevant to their own markets.
Explore the outcome
Editorial coverage
Reporting after the event
Journalists explored breast-cancer care, early detection and innovation.
Arabic + French
Languages in the coverage
Reporting connected the regional programme with national audiences.
The brief
Roche’s North Africa Press Day brought journalists together in Cairo to discuss women’s health, with a focus on breast-cancer care, early detection and innovation. We supported media engagement around the programme and followed up with participating journalists afterwards.
A regional event brings together media with different audiences and editorial priorities. The challenge was to help journalists connect the discussion in Cairo with the health questions relevant to readers and listeners in their own countries.
Connect the regional programme with journalists’ local audiences.
The approach
We drew on our understanding of the North African health-media landscape to support journalist engagement. Relevant contacts and briefings helped connect the programme with media interested in the subjects under discussion.
The programme gave journalists several ways to explore those subjects. Presentations offered background, panels brought together different perspectives, and interviews provided opportunities for questions. Healthcare professionals, patient advocates and Roche spokespeople contributed to the discussion.
That range mattered because an outlet covering access to care would approach the event differently from one interested in medical innovation. The programme gave journalists material to develop according to their own editorial interests.
The work
We supported the media relationships around the event and continued the contact after journalists returned home. Follow-up helped us understand the subjects they were developing and gather feedback on the programme.
We tracked coverage across the participating markets, looking at the themes journalists carried into their reporting as well as the outlets and languages involved. This gave Roche a view of how the regional discussion translated into national media coverage.
What we delivered
Media engagement
Health-media contacts and journalist briefings around the programme.
Journalist relationships
Contact before and after the press day, including participant feedback.
Regional coverage
Monitoring how the event’s subjects appeared in different markets.
The outcome
Arabic- and French-language reporting carried the discussion beyond the Cairo event. Aujourd’hui le Maroc’s December feature, for example, connected the press day with breast-cancer care in North Africa and explored the role of innovation in diagnosis and treatment.
The coverage shows journalists developing the subjects in their own editorial terms. Our media engagement and follow-up supported that process, while feedback from participants gave Roche practical input for future programmes, including interest in more time to explore individual themes.
The story in public.
Selected reporting and announcements from the project.