Handling Negative Publicity

Introduction

A leading global pharmaceutical company’s reputation was hurt following significant negative publicity over its handling of a high-profile partnership with a biotechnology company.  An opinion survey of biotechnology management ranked them low in terms of ideal partners.  At the same time, partnering with the most promising biotechs was more competitive then ever, and critical to the company’s future. 

Solution

BMC was engaged to create and implement a communications strategy focused on countering the strong negative perceptions that were reflected in the survey.  Our highly targeted plan included the following elements:

• Polled potential and existing partners to determine strengths and weaknesses of the partnering process, from initial meeting to “years into” the collaboration
• Designed and led a cross-functional messaging exercise with management to help tease-out key assets and competitive advantages for each key stakeholder audience
• Created a messaging guide for use in partner-related communications and to ensure inclusion of new messaging into all controlled communications vehicles (partnering brochures, presentations, interviews and the licensing section of corporate website)
• Media program recommended that re-shaped company partnering perception

Results

Company was able to show solid progress in overcoming negativity associated with past partnerships by:

• Achieving consistency of messaging among all key stakeholders
• Demonstrating greater transparency of its partnering process
• Highlighting successful partnerships through case studies

Upon presenting new, partner-friendly messaging at key conferences throughout the year, including the J.P. Morgan Healthcare Conference, company was successful in attracting and closing more desired partner relationships