Advocacy Relations

Introduction

A biopharma company with an FDA-approved therapy was seeking a new product indication (Hepatitis C). The company was lesser-known and private, in contrast to its much larger, public competitors. The problem was threefold:

• Investigational treatment was somewhat stigmatized due to its previously approved indication.
• The compound is the first in a new class of anti-virals, but its mechanism of action was largely unknown, leading some to be skeptical of its prospects.
• Other investigational treatments had the lion’s share of media coverage and share of voice for the private biopharma company was minimal and difficult to obtain

Solution

BMC developed and executed a communications program that was designed to elevate the science behind the compound and raise awareness among HCV patients, physicians and investors about emerging treatments.  As part of this comprehensive communications program, BMC conducted the following activities:

• Identified key third party groups in HCV.
• Met one-on-one with each group to introduce the new approach and present key Hepatitis C clinical data.
• Evaluated each for potential partnerships.
• Organized a Science Writers Workshop in New York City, attended by leading health and business reporters and disease advocates, to provide context and an overview of new approaches to HCV in development, including our client’s emerging compound.

Results

• Relationships were firmly established with key advocates, patients, thought leaders, and media representatives.
• Media reported on the event and included client’s investigational drug as one of the leading treatments in development for Hepatitis C
• Client achieved a widespread awareness of pivotal data among key stakeholders