« What is "efficiency?" | Main | Hark! The Herald Actress Sings. »
November 06, 2006
A targeted approach to PR for small biotechs
by Kelly McKenna
Bioetchs can't compete with the marketing muscle and budgets of big pharma. Traditional consumer marketing campaigns, including the use of celebrities and sports figures, are just not possible for the early to mid-stage biotechs. Additionally, many of these companies focus on niche diseases, developing drugs, devices and technologies for small patient populations, to secure market share and establish leadership. These factors make generating media attention and coverage very difficult. For these niche disease categories, quality of life doesn't resonate as much with reporters either because such small populations are affected. It’s all about the data.
PR teams needs to be targeted and cost efficient, focusing heavily on numbers – data differentiating the product and demonstrating cost savings over treatments/technologies currently on the market. Often it’s overcoming the enormous hurdle of creating a new standard of care and changing physician behavior. As such, communications efforts need to be targeted to niche healthcare professionals, patients and their caretakers.
The best approach – in terms of cost effectiveness and credibility, the biggest bang for your buck – is through specific professional third-party organizations and patient advocacy groups. We’re constantly identifying new channels such as newsletters, member emails, Web site activities and ongoing programs to reach these groups and their constituents on behalf of our clients. One hit to the right outlet, and your message goes a long way.
Posted by kelly_mckenna at November 6, 2006 01:34 PM
Trackback Pings
TrackBack URL for this entry:
/cgi-bin/mt-tb.cgi/71
