Kristina Chang is as comfortable working a consumer product launch as she is explaining health economic research to jaded journalists. She’s revered by clients and co-workers alike for an indefatigable approach to PR, always looking for a smarter, better way.
"She’s creative, strategic, talented, and energetic," says her boss, Bill Foster, a business unit communications leader at Janssen, a pharma company subsidiary of Johnson & Johnson. "She always gives you her best thinking and brings forward her own perspective, even when it’s quite different, which raises all of us to another level."
Chang built brand loyalty through her tireless attention to reputation management for more than a dozen of J&J’s iconic consumer brands after joining in 2007, including Listerine, Tylenol, and Band-Aid.
The global strategy she developed to support the launch of alcohol-free mouthwash Listerine Zero smartly minimized negative attention to its alcohol-containing formulae, paving the way to beat financial targets without alienating loyal users.
When she transitioned to the pharmaceutical group, Chang once again pioneered subtle, but effective change to its direct-to-consumer and scientific and regulatory communications strategies. A high-profile, celebrity-studded integrated campaign for oral anticoagulant Xarelto "achieved 12% consumer awareness of the spokesman’s brand association before the launch of the TV ad," and inspired more than 12,000 to engage with a branded website.
"That’s a breakthrough that provides real value to patients and to our business," continues Foster.
Chang honed her product expertise as a young PR professional at Edelman and later at FleishmanHillard, working with clients Kinko’s, Dannon, and Schering-Plough.
A diagnosis of multiple sclerosis a decade ago deepened the married mom of two’s commitment to health communications. She mentors others with an MS diagnosis and brings that empathy to work with her, championing a variety of cause-marketing initiatives. Most recently, Chang designed a new approach to measurement that is rolling out across the communications team.
"She’s emblematic of what a PR leader can be, but rarely is," says Joe Boyd, CEO of agency partner MCS Healthcare PR.
- More than 80,000 kids benefited from a Chang-led Listerine cause-marketing program that delivered oral health services to the needy
- At the first online atrial fibrillation influencer summit, Chang brought together key partners and bloggers to share ideas and resources
- In her early days at Edelman, she scooped up a PRWeek Cause-Related Campaign of the Year award in 2002 for the Kinko’s Put a Face With a Name effort