« The complete speech control is a utopia »
(Décideurs, July-August 2011)
In an interview granted to the magazine Décideurs, Stéphanie Chevrel, Associate Director of Capital Image PR agency, gives her point of view on communication strategies's evolution and the growing importance of the Internet:
« Even if Internet is today integrated to every strategic and operational recommendations of Capital Image, it is always associated to field actions, to maximize their impact. Our press conferences or online interviews are replacing their classic versions" points out Stéphanie Chevrel. « (…) It seems that the Web TV of healthcare information has a role to play {in the new communications strategies}. According to a 2011 CSA study: 60 % of French people use the Internet in order to inquire of health problem, mainly to make a pre-diagnosis before a medical consultation. Since health can't be pictured without the Internet, communication has its role to play to offer reliable and approved information to the patients who want to take in hand their health (…) » she states. « The e-reputation is part of the global reputation. Thus, the strategy led on the Web must be included in a global brand image or institutional strategy (…). One must keep in mind that detractors will always exist and complete speech control is a utopia for any brand and even more for the pharmaceutical industry (…) » she concludes.

Capital Image claims its positioning: raise awareness of healthcare issues with all audiences
(Informations Entreprise, July 2011)
In the Magazine Informations Entreprise, Stéphanie Chevrel, co-founder of the PR agency Capital Image, comes back on her career: « We wanted to create an agency that distinguishes itself with both targeted audiences and approach. Our knowledge of the journalistic profession is an asset and we wanted to position ourselves on a niche market: healthcare media and public relations (...) » she specifies. « Our aim is to understandpatient or consumer real problematic, to define the right angles and the good words (...). Everything we do, we apply one rule: think outside of the box. To this philosophy, we add the benefits of a strong network (...) » she notes. «We've decided to be an involved agency with the ambition to raise awareness on healthcare issues with all audiences. We believe that we need to shake given ideas, in order to transform behaviours and improve healthcare, as well as our clients' and brands' image. The agency tries hard to overcome traditional approaches through strategic and creative ideas (…), which enables to raise public awareness efficiently and maximizes media exposure » she asserts.

OPQCM, a qualification that encourages Capital image to keep on progressing
(La lettre d'information de l'ISQ/OPQF/OPQCM, may 2011)
"At the beginning, what we love is to start from scratch", confides Stéphanie Chevrel, Associated Director of the PR agency Capital Image, to the OPQCM label. « It's how were created the campaigns against smoking: by imagining an operation where painters would illustrate the benefits of regained senses on the windows of bars and restaurants in Paris" she states, « or the calendar in curves, with which we won the Stratégies BtoB 2010 award. Get the facts right, she warns, we deal with serious subjects, as a matter of fact we are creative, and our OPQCM qualification obtained in 2006 and renewed for 4 years has something to do with our successes. Receiving this qualification has enabled us to progress, which pleases our clients » she concludes.

Capital Image mediatizes the results of an European study on overweight for French GSK Healthcare Consumer (GlaxoSmithKline Santé Grand Public).
(Categorynet.com, 20 may 2011)
During the European Day against Obesity, on may the 21^st 2011, GlaxoSmithKline Santé Grand Public (GSK SGP) confides to Capital Image, a PR agency specializing in Healthcare, the mediatisation of the study results realized in 17 countries of the European Union - included France- with more than 8 500 people with Body Mass Index (BMI) of 28 kg/m2 or more (…). « The objective of this study is to help people to keep a healthy weight in the long run » specifies Categorynet.
(1) ICM Research, 500 people per country questioned in February 2011 in 17 countries of EU

The core principals in crisis management by Capital Image: « opt for transparency, empathy and mobilisation »
(Pharmaceutiques, Spécial Communication Gestion de crise, March 2011)
Interviewed by the Pharmaceutiques Magazine, Stéphanie Chevrel, CEO of Capital Image, certifies that « during a crisis situation, denial is to be avoided at any cost.” “The company has to communicate with transparency and to light up the bright and the dark sides. Then, it really matters to express empathy and compassion towards the people affected by the crisis. Finally, it is necessary to mobilize oneself, in other words, all is to be acted: press releases writing, spokesperson training, web sites updating, newsletters...) to bring answers to every people involved.”
After the crisis, how to rebuild one’s image?
“A crisis leads to a loss of confidence” states Stéphanie Chevrel. “After the crisis, companies must keep on reassuring and restoring trust with their publics: healthcare professionals and consumers. The more transparent the communication is, the best the recovery process will be.”

Capital Image expresses itself on crisis management and on the Web
(Annual Guide 2010 - 2011 from the Magazine Décideurs, January 2011, Interview)
Questioned on crisis management, Stéphanie Chevrel states that « (…) Capital Image deals with two types of pharmaceutical crisis for its clients: the discovery of a serious adverse reaction and the retreat or return of a batch of products. These are difficult and complex situations that demand a lot of composure and experience in order to act quickly but with hindsight. (…) One must keep in mind that a responsible and transparent behaviour is required to reach the main objective: maintaining trust.
The gravity of the situation must neither be minimized, nor must the preoccupations of healthcare professionals and patients be misestimate, so as to anticipate any possible difficulties.
In practice, it means that a real plan of crisis management must be organised inside the company and a good coordination established with authorities.
Then every internal and external communications targets have to be identified, eventual questions and clear, comprehensible answers must be prepared, spokespersons for the company have to be formed… It’s in order to complete successfully all these actions and to support our clients that we mobilize ourselves to the full. »
Regarding the last H1N1 sanitary crisis, Stéphanie Chevrel underlines what has stricken her in matters of communication:
« There is a great lesson to draw from this crisis: owing the capacity of knowing what’s going on has become a necessity. To know what is said online, not only on the major official websites and online media but also on social networks. Likewise enterprises must possess a real capacity to communicate inside this virtual space, otherwise, they risk to be outshined.
But it cannot be improvised in a few days. One must be prepared to it: therefore, we try our best to convince our clients of this requirement. »

Read the French version of the interview

Capital Image in the race to obtain the Consultancy Management Standard
(Stratégies, February 11, 2011)
“Syntec Consultant in Public Relations announced the implementation in France of the “CMS”, Consultancy Management Standard, an international certification for Public Relations Agencies. Launched by Icco, a worldwide organisation gathering the professional unions from the PR fields (...), this quality label organised itself around eight themes: client satisfaction, financial system, HR...(…). Next companies to be certified: Public Système, Hill & Knowlton, Profile PR, Capital Image, VP Strat & Com and Kingcom »

Capital Image has won the award under the category of B to B Public Relations campaign awarded by French magazine Stratégies for the calendar of French GSK Consumer Healthcare.
(Magazine Stratégies, December 6, 2010, Paris Normandie, January 4, 2011, La Lettre Pharma, January 4,2011, Visite Actuelle, January 17, 2011, mypharma-editions.com, January 19,2011, Planete-RP.com, January 19,2011)
« An offbeat vision of overweight awarded » runs as a headline Visite Actuelle. 
« Press and Public Relations Agency Capital Image, running by Stéphanie Chevrel, has added another award to its rich list awards. » announces La Lettre Pharma. 
« Entitled “Resolutions”, this calendar, illustrated with beautiful black and white photos taken by Hervé Lewis, has been sold for the benefit of the Foundation for Medical Research (…). Each month, a different woman (…) presented her good resolution, some with proudness and impertinence: « Do as I feel », « Forbid myself to forbid myself » (…): an offbeat but serious way to deal with the subject of overweight ».

Capital Image is in the place of honor in Prescriptions Santé
(Prescriptions Santé, june 2010)
« Less money, fewer journalists available, but far much more media seeking for “ready to diffuse” information... the current media have changed a lot in 15 years. Meanwhile, with mergers and restructurings, the communication needs of laboratories have also been transformed. Thus, how has the Activity "Relations with the Press” evolved? ».
Michele Nakache, a world-wide managing partner of Euro-RSCG, compares without hesitation Capital Image’s structure and expertise in general public media to the crisis management department of Havas called Influence.
"Journalists have a hard time promoting strictly medical subjects. Indeed, these subjects are considered to create too much anxiety. Our strength is to approach taboo subjects- urinary incontinence, erectile dysfunctions…- while going beyond the products with an opinion survey or a medical study in order to provide a topical point of view" declares Stephanie Chevrel to Prescriptions Santé. "The standard press conference, it’s not us. People come to us for difficult subjects, for our ability to think "outside the box". The difficulty is to tease our limit.".

Capital Image and Aquafresh3 go for a ride on camping grounds
(Prescriptions, June 25th 2010- CB Newsletter, June 22nd 2010)
« In honor of Aquafresh3 25th birthday, GlaxoSmithKline Sante Grand Public (GSK SGP) pharmaceutical company, supported by the French Union for Bucco-dental (UFSBD), launched an information and prevention campaign signed by Capital Image. The agency organized a road show of camping sites named "My mouth and I. Coaching by Aquafresh3", through 8 French departments from the 15th to the 31st of July” indicated CB Newsletter.
"Our idea was to meet families on their holiday spot, that’s why we ‘ve chosen camping sites but always with a reliable and professional health approach. The goal was also to have Aquafresh3 appraised and better known " declared by Stephanie Chevrel to Prescription Sante.fr ».

Capital Image, rewarded for its professionalism
(Prescriptions Santé, Prescriptions-sante.fr, Categorynet.com, June 2010)
“Capital Image obtains a 4 year renewal of its ISQ-OPQCM certification for consulting offices.” Based on the opinion of Prescription-Sante.fr, “this certification recognizes the professionalism of intellectual service provider companies. It is delivered by the Advice Committee of ISQ-OPQCM which is composed of client representatives, service providers, advisers...”
“The certification ISQ-OPQCM is based on the respect of business ethics, the adequacy between competences and technical means, client satisfaction and, last but not least, financial sustainability.”
"As consultants in Public Relations, this certification favors the establishment of confidential relationships between our clients, and guarantees the success and efficiency of our collaboration. In other words, it demonstrates the will of continuous quality research by our team in order to satisfy our clients" states Stephanie Chevrel to Categorynet.com.

Capital Image earns gold with Lilly for the campaign on sexuality
(Prescriptions Santé, Les Echos, La Correspondance de la Publicité, Infolabospharma.com, March 2010)
According to Infolabospharma, “The press relation agency Capital Image, one of the most high-ranking of the sector in France and its well known manager Stephanie Chervel, announces that she has just won in the corporate business 2010 “Top Com d’or” in the press relations corporate category for the campaign led for laboratory Lilly.”" living together as a couple, sexuality: simply speaking about it!" “desire, pleasure and erection disorders, how to make one speak about these intimate and taboo subjects? By creating a touring information campaign and encouraging men and women to come to inform themselves with sexuality specialists as well as psychologists" explains Presceptions Sante.

Capital Image imagines a calendar named "Resolutions" as a way to alert the dangers of obesity
(L’Expression, January 2010 - lexpressiontopcom.com, December 2009 - Doc News, L’Expression, Communiqués communication/Relations Presse, November 2009)
"GlaxoSmithKline Sante Grand Public, actor engaged in public health, relies on Capital Image to imagine, create, compose and meditate a national campaign based on the prevention and information on obesity" declares Doc News. "After the turbulent but successful launching of Alli, the first weight loss medication delivered without prescription, GlaxoSmithKline Sante Grand Public published with Capital Image a calendar titled "Resolutions" as a way to cope with obesity" declares L'Expression. "With this calendar the idea is to show the benefits of weight loss and on the contrary, not to stigmatize the obese but to bring them as much information as possible. During the interview between Capital Image/GSK SGP and Expressiontopcom.com, Stephanie Chevrel explains, "We wanted to work on a good resolution for the month of January in a fun and amicable way. This is how the calendar idea was born."

Press Relations, Pharmaceutical and Web
(Pharmaceutiques, www.acteursdesante.fr, December  2009)
"About 10 years ago, the idea was to post videos of laboratory press conferences on the web in order to amplify our press returns" states Stephanie Chevrel, associate manager of Capital Image, to pharmaceutiques. “The pharmaceutical web wants to become more useful, ethical, and adaptable to the needs of its target. Formats evolve and strategies follow. The site Acteurs de Sante, a collaboration Press TV news/ Capital Image issue, has developed a health communication through the web by making available to the general public numerous videos, interviews, and reports on health related themes and public health. Health professionals, institutions, politics, association representatives, industrials, the unwell, caretakers...have brought their vision and ideas in order to help progress the fight for health.”
 
Capital Image is compared to the retrospective of the 100 years of Valda, a historic trademark
(Prescriptions Santé, November 2009)
The grand public status of Valda is part of the communication program of GSK, the owner of the trademark. For the 100 years of Valda in 2005, Capital Image told the story of the well-known cough pastille, an event that has recapitulated the historic trademark.

"Top Com d'or Consumer Relations publiques" pour TENA
(L’Expression, La Correspondance de la Publicité, October/November 2009)
La Correspondance de la Publicite mentions, "the given award the Top Com d'or Consumer RP at TENA SCA Hygiene and Capital Image for the campaign "Enuretic: How to remove the Taboo through public relations?"

A successful campaign launched by Capital Image for Alli
(Strategies, Pharmacien Manager, June/July 2009- CB News Sante, October 2009)
"Alli puts weight in the medias. We have never seen such a big success for a medical product since Viagra, more than 10 years ago...Alli has generated 800 returns in 3 months, mission accomplished for Capital Image" states Strategies. "Alli has become a grand success due to an efficient communication campaign...this communication strategy was planned by Capital Image in order to boost the success of the first weight loss medication without perscription..." declares the Pharmacien Manager issue. "An obvious success and a campaign where even the belittlers of the product play a role" indicated by CB News Sante.

Stephanie Chevrel, health: A family story
(Visite Pharma - April 2009)
"As a little girl I was surrounded in the medical and pharmaceutical world. My great-grand father invented Antigrippine...Midy created the laboratory of the same name" states Stephanie Chevrel to Visite Pharma. As associate manager of Capital Image, she will sign Public Relation campaigns and the ascension in the media such as "Valda", "Synthol", but also tabacco prevention campaigns such as "Les rencontre no tabac" or hypertension campaigns "5 minute d'attention". "A good idea is simple! Making it simple and original, everyone understands and it works!".

Top Com d'or public relations corporate for "Les recontres no tabac"
(L’Expression, Febuary/March 2009- Pharmaceutiques, supplement March 2009- AdPharma, March 15th 2009-Liberation, November 2007)
Liberation is very interested in "Tour de France no Tabac", the same way as speed-dating, the same version except for anti-tabaco… in bars, the tobacco experts meet the consumers, an operation imagined by the communication agency Capital Image and linked to the GlaxoSmithKline laboratory, producers of nicotine substitutes." "Capital Image has given priority to local campaigns close to the public, regrouping all the health actors on the scene" states Pharmaceutiques. More than 6 000 face to face meetings have been organized in bars and restaurants. AdPharma reminds that, "the operation has captivated 150 000 people and has given the opportunity to meet 6 000 smokers."

The Agencies Assures! Towards better Advice and Expertise
(Pharmaceutiques, Issue March 2009)
Pharmaceutiques states, "the agencies activities do not seem to slow down even with the economic crisis. To the demands of the laboratory, the agencies ameliorate their performance towards better advice and expertise." "To defend the line of advice and the line of delicacy. We reply above the demands of our clients because it is our duty to have ideas and to bring our knowledge in communication on the product that our clients want to promote" declares Stephanie Chevrel.

Health information in the media
(Presstvnews, March 2009- France 5 medias Le Magazine, January 31 2009)
"The priority of the patient, both citizen and consumer, is the explosion of health information on the internet as well as questioning the traditional press relations.” In an interview by Press TV News, Stephanie Chevrel explains the main evolution of health press relations. Today, “each media has its own health rubric and health has multiple rubrics...health on TV has become more distant due to internet overpowering the access on health information.” "Regarding these evolutions, the medias wish for more environmental information and less product information, more pictures and less words, more un-well and less experts, more web and less paper, more customization and less press conferences and to always have an immediate reaction on day to day subjects, a zest for creativity." "The internet is overtaking health on TV due to more interviews, and online video reports" an excerpt of a broadcast called Medias Le Magazine de France 5 where Stephanie Chevrel participated.

GlaxoSmithKline confides to Capital Image the launching of Alli
(Presception Sante, January 27 2009)
Prescription Sante notes, "For the fifth consecutive year, the laboratory GlaxoSmithKline renews its confidence in Capital Image for its press and public relations, brand and corporate...as well as...for the launching of Alli.