Public Relations for Company Launch

Situation Analysis

  • An orphan drug accelerator was poised to launch its first company
  • The new company launched with a Series A round of financing from an investor syndicate with a drug for Niemann Pick Type C, a rare disease brought to the forefront with tremendous involvement from the patient community. The Company licensed clinical-stage therapy from the National Institute of Health (NIH)
  • The Company came to LaVoieHealthScience for strategic counsel on messaging and visibility for the orphan drug accelerator as well as the coordination of the multiple stakeholders involved in the announcement

LaVoieHealthScience Solution

The LHS team worked closely with several stakeholders to create a communications plan that addressed the complexities of the announcement

  • Led development of multiple stakeholder plan and collaborated with both the new company and orphan drug accelerator teams
  • Provided internal strategic counsel for maximum media visibility while remaining thoughtful of relationships within the patient community
  • Emphasized the orphan drug accelerator’s corporate messages and the importance of patients roles had in creating the new company
  • Implemented media training key corporate spokespeople and facilitated media interviews.
  • Enforced Q&A training to prepare for media questions

Results

  • The complex announcement was well-managed with clearly defined roles for stakeholders at the orphan accelerator, the new company and the NIH
  • As a result of the announcement, the orphan drug accelerator received positive, balanced coverage in 10 leading industry publications, including:
    • Washington Business Journal11
    • BioCentury
    • BioWorld
    • FierceBiotech
    • BetaBoston
  • The orphan drug accelerator interviewed with a reporter from the Wall Street Journal
  • The orphan drug accelerator plans to continue using the new company communications plan as a model for future company launch announcements