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PROFILE
OF A PROTEIN THERAPEUTICS VENTURE’S COMMUNICATIONS CHALLENGE
The Issue
A little known plant-based protein therapeutics start-up
company needed a strategic communications plan to get the attention
of the media, the investment community and
collaboration partners.
The Challenge
This biopharmaceutical venture had a revolutionary plant-based
technology that needed to be carefully introduced to key news media
and the investment community while attracting the attention of potential
pharmaceutical partners. The company’s novel technology needed
careful explaining so the information would be accurately portrayed
in the news media and the company would gain the positive visibility
it was lacking.
The Solution
Advising two CEOs, the co-inventor of the company’s
technology and the head of operations, Wilder Communications developed
and implemented a highly successful communications plan that moved
the company from being virtually unknown to one of far-reaching,
positive visibility among its target audience.
Together with the company’s CEO, the marketing
section of the company’s business plan was developed, along
with a comprehensive strategic communications program that included
overseeing the development of the company’s first website and
managing all of the venture’s public relations. In addition,
Wilder acted as a company spokesperson and advised the management
team on the development of key marketing communications materials.
A proactive communications approach was taken with
the news media, and interviews were arranged with business and science
editors resulting in first-time media coverage in important news
outlets. Wilder’s in-depth knowledge of the industry added
value to the communications and helped set the stage for the venture’s
first international collaboration announcement, for attracting key
venture capital, and the company’s nomination to Top Venture
Firm Invested Company of the Year by an influential trade organization.
PROFILE
OF A MEDIA RELATIONS/CRISIS COMMUNICATIONS CHALLENGE
The Issue
A large number of irate phone callers from the metropolitan
Chicago region dialed into the medical affairs department of a Fortune
500 pharmaceutical company complaining that their pharmacies are
completely out of a certain prescription drug. This is the only
prescription drug of its kind for this condition and if patients
are without this drug it could be potentially life threatening.
The Challenge
Realizing the impact of a possible life threatening drug
shortage and the possibility that the news media will call next,
a task force is quickly assembled to get the facts. As it turns
out, the drug supply was being held in a warehouse in the Chicago
region and not delivered in a timely fashion to the regional drugstores.
Simultaneously, there were manufacturing issues surrounding the
product, therefore slowing down the shipments to the warehouses.
The Solution
A media statement and corresponding questions and answers
were developed based on input from the task force, plus information
for Medical Affairs so they have an accurate response for any additional
callers who say they can't get the prescription drug in question.
The process resulted in deflecting any negative publicity, despite
a major Chicago-based radio station's queries on live radio. I assured
listeners on live radio that "there were medical supplies in
place for those who needed the prescription drug". The issue
received no further media attention at that time and medical supplies
were forwarded rapidly from the warehouses to their respective drugstores.
The company's image remained intact and it continued to be perceived
as an organization that truly cares about human health.
PROFILE
OF AN INTERNATIONAL MARKETING CHALLENGE
The Issue
A large pharmaceutical company needed to save advertising
costs in its international offices without sacrificing creativity.
In addition, the company wanted to build up more of a "team
spirit" between international offices.
The Challenge
Each country had its own set of rules and regulations regarding
medical advertising. The company's international offices, had been
creating their own country-specific advertising campaigns to promote
the launch of a new prescription drug in that country. Changing
marketing practices to maintain a high level of creativity in each
country, effectively reaching the target audience while saving the
company substantial amounts of money is the challenge.
The Solution
An award-winning international program was developed for
in-house marketing directors worldwide. Advertising and marketing
materials were collected and judged by a panel of experts who selected
the best collateral materials that could be used across different
countries in that region. This would reinforce a consistent message
across country borders, increasing team building among country marketing
directors. As a result, the company saved millions of dollars in
advertising and marketing costs by sharing successful campaigns
and materials between countries.
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