DIA (Drug Information Association)

The only global non-profit association dedicated to driving insights to action in healthcare product development and life cycle management.


Challenge: Quickly increase visibility for the association and its thought leaders while boosting membership ahead of its annual meeting — with limited budget and staff resources.• Enhance awareness to drive attendance to the annual conference.

  • Grow and diversify the association’s membership base
  • Create year-round buzz for the association
  • Amplify the association’s point of view to the public

Approach: Immediately developed both public relations and strategic media relations programs to generate market interest in the few months leading up to the annual meeting.

  • Designed a media approach targeted to life science and pharmaceutical trade publications
  • Created a media list specific to journalists and radio stations in the city hosting the conference (Chicago)
  • Secured media interviews and bylined articles by leveraging the highly credentialed experts at DIA as thought leaders
  • Launched an aggressive campaign to invite editors and journalists to meet with key DIA executives during the annual meeting

Eight pieces of high-visibility coverage for DIA’s executives — including coverage in The Chicago Tribune and an interview with The Economist — created premium exposure for the association prior to its annual meeting. Multiple media briefings during the show, combined with MERGE Atlanta’s proactive media outreach, yielded nearly 20 in-depth articles and a quarterly contribution opportunity in well-known life sciences publications. More importantly, these initiatives started building DIA’s reputation as a go-to thought leader — strengthening its mission of driving insights to action.


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