Astellas goes on PGA Tour to tout women's health

Astellas Pharma is working to tee up conversations about women's health and wellness through the second year of its sponsorship of the PGA Tour Woman initiative.

WASHINGTON: Astellas Pharma is working to tee up conversations about women's health and wellness through the second year of its sponsorship of the PGA Tour Woman initiative.

Astellas is offering women several outlets, including on-site events at tournament stops and online and social media communications, in an effort to empower women to take control of their health. The pharma company is encouraging women to talk to their doctors and each other, particularly about conditions that are not often discussed, such as overactive bladder.

Pam Buford, director of consumer marketing at Astellas, said the agency is taking a “360-degree perspective” on its marketing. Throughout the 2014 PGA Tour season, it will hold events including an “executive day,” which is a forum focused on personal and professional growth. On-site games will also be held at the Astellas Pavilion – named “The Experience” – to engage female golf fans and encourage conversations about their health. The Pavilion, which is open to all fans, will take place at 20 tournaments this year.

It is also managing TeeUpTheConversation.com, a website that offers resources and information on women's health and doctor's visits, to keep women engaged throughout the year.

According to Nielsen Media Research, nearly 83 million people tuned in to PGA Tour telecasts for at least 15 minutes last year, with 46% of that audience consisting of women. Buford said Astellas is trying to allow women to focus on their health without taking away from the golf experience.

“Talking about some of these things really does affect people's lives,” she said. “It's a community that we're starting to see, being part of PGA Tour Woman and being a part of that social experience where women can say, ‘I'm not alone.'”

Edelman is supporting Astellas on the initiative.

The pharma company is the exclusive national sponsor of the Executive Women's Day events held in conjunction with tournaments throughout the country, the firm said in a statement. As founding sponsor, it will join other women-focused companies with the rights to PGA Tour Woman and other activations.

Donna Fiedorowicz, PGA Tour SVP of tournament activation and outreach, said it is “very excited about the potential PGA Tour Woman has to connect our female fans in a variety of meaningful ways and expand our opportunity to reach sponsors that might be more female-centric.”

Fiedorowicz added that the PGA Tour has had discussions with potential sponsors about their involvement with PGA Tour Woman to build on the initiative.

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