Demonstrates: Importance of early, incremental and balanced outreach on pre-clinical data to gain media coverage and build market mind-share.
Situation:
Two companies, years away from clinical trials, wanted product exposure.
Company Number One: A stem cell company was developing a product that
had only in-vitro and animal data. How to get attention prior to the human trial?
Company Number Two: Acquired a novel vaccine license for a high-profile virus prior to publication of animal data. How to talk about it when we couldn’t disclose the critical, but unpublished, data?
For the Stem Cell Company:
We focused on the step-by-step, methodical promotion of each peer-reviewed publication and pre-clinical data poster presentation, explaining the science, building a context around it, and giving voice to the lead researchers—rather than the CSO alone.
We did this each time pre-clinical data was presented, no matter where, to build an incremental string of data news events and show progress in the science.
Outcome:
We secured regular and featured coverage of the company’s pre-clinical news in national publications (Reuters, Scientific American, Bloomberg), as well as in the trade press.
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worldwide, years ahead of clinical trials, during a period in which it had no
corporate news or milestones. CNN eventually did several stories on the trial.
For Company Acquiring the Vaccine License:
We focused on the novel approach of the researcher, spending time with her and her team to learn how to build the case for this new approach without revealing the unpublished animal data.
We drafted an initial release that painstakingly connected the viralogical dots,
didn’t expose the unpublished data and focused on the novelty of the approach.
Outcome:
We positioned the researcher as an innovator and expert source for the media.
She was asked to comment on other research and was frequently quoted in the press.
We got a full-page sidebar in the leading trade publication’s (BioCentury) year-
end overview of the vaccines in development for this condition. Ours was the
only pre-clinical vaccine included—all the others had already advanced beyond
the animal stage to human clinical trials at the time of publication.