Medical Meeting Publicity

Introduction

A biotechnology company with a late-stage brain tumor vaccine was preparing to unveil positive pivotal clinical data at a major cancer medical meeting, the American Society of Clinical Oncology (ASCO). Because the drug was partnered with a large pharmaceutical partner merely days before the presentation, an inclusive and transparent approach was imperative in order to achieve partner buy-in and ultimately ensure success.

Solution

BMC liaised with the pharmaceutical company to ensure its comfort with our strategic media approach. With approval on our plan, BMC:

• Enlisted support from the study’s primary author and his academic institution.
• Drafted, incorporated feedback and gained approval on press release from all parties.
• Conducted a joint media training session with the pharmaceutical company for lead study author.
• Prearranged media interviews.
• Disseminated the news release to key media at the moment of presentation, accompanying study author to live broadcast interviews.

Results

• The transparency of BMC’s approach ensured a comfort level with our client’s new partner, which led to BMC being entrusted to conduct message training and media outreach with key thoughtleader.
• The effort resulted in approximately 83MM media impressions in major print, broadcast and Internet-based media outlets.
• The data and vaccine were included among most roundup stories on ASCO 2008 and mentions of the vaccine easily outnumbered other stories emanating from the medical meeting.