Case Study: Roche elevates MS treatment access in Ireland with FleishmanHillard

Roche drives 60 parliamentary questions on MS access with FleishmanHillard

Roche faced the challenge of Ireland having the worst access to new multiple sclerosis (MS) medicines in Western Europe. The company wanted to make a meaningful change and fight for better nationwide access for those living with the disease. To address this, Roche engaged the vendor FleishmanHillard to elevate the healthcare conversation to parliament.

FleishmanHillard's solution was to create the MSUnderstood Café, a pop-up experience that simulated the symptoms of MS for unsuspecting patrons to build public empathy and drive political action. The campaign generated over 13 million impressions and led to 60 parliamentary questions, putting medicinal access on the political agenda and resulting in meetings between the health minister and patient advocacy groups.

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