GSK brings Magic to RSV community events with ex-basketball star as awareness push ramps up
06 Sep 2023
VaccineDrug ApprovalClinical Study
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Source: FiercePharma
The four-date schedule will bring Earvin “Magic” Johnson to events at YMCA locations.
GSK is bringing its respiratory syncytial virus (RSV) awareness push to the people. And, having secured his services earlier this year, the Big Pharma will rock up at the community events with former basketball star and public health advocate Earvin “Magic” Johnson.
In March, GSK launched its “Sideline RSV” campaign with Johnson to lay the groundwork for the launch of its RSV vaccine. The FDA approved the GSK vaccine, Arexvy, in older adults in May. Now, with the vaccination season getting started, the Big Pharma has scheduled events to raise awareness about RSV infection in older adults at YMCA locations in four U.S. cities.
Johnson will attend the events as GSK’s campaign spokesperson to help spark conversations about RSV. The Basketball Hall of Famer discussed his decision to participate in the campaign in a statement.
“Like many of us, and being over 60 myself, I used to be unaware of the effect that RSV can have on older adults. Now, I’m passionate about educating others and encouraging them to understand their risks and be proactive about their health,” Johnson said.
Leonard Friedland, M.D., vice president and director of scientific affairs and public health at GSK, discussed what the ex-basketball star brings to the campaign earlier this year, telling Fierce Pharma Marketing that enlisting Johnson is a way to “grab people's attention and say, ‘OK, that’s somebody that I'm interested in hearing from,’” Friedland said. The GSK exec also highlighted Johnson’s sway in communities of color.
The four-date schedule, which starts this month and runs into October, will bring Johnson to events at YMCA locations in Chicago, Los Angeles, New York City and Phoenix. Phoenix is smaller than the other cities on the list but is nonetheless one of the largest cities in the U.S. and, crucially for GSK’s purposes, has a big, fast-growing population of seniors.
GSK is ramping up its awareness efforts as part of a push to compete for market share against Pfizer’s Abrysvo. Both vaccines are subject to a shared clinical decision-making recommendation from the Centers for Disease Control and Prevention’s Advisory Committee on Immunization Practices. Pfizer has warned shared decision-making, which means decisions about whether to vaccinate, are made on a patient-by-patient basis and will slow uptake in the U.S.
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