4-Antibody – ASCO Media Briefing

ASCO Media Briefing

4-Antibody is a Basel-based biopharmaceutical company with a powerful fully-human antibody drug-discovery technology platform and has been a corporate communications client of College Hill’s since January 2010. As CEO of a private antibody company, 4-Antibody’s CEO Robert Burns felt the need to do something to “begin reaching an influential UK media audience with its core message”. As the Company was attending the important ASCO conference in Chicago in June 2011, this offered an opportunity to mount a briefing on the conference highlights for interested journalists who had not been able to attend.

Objectives

• To position the CEO, Robert Burns, as an industry expert on antibodies and oncology.
• To introduce 4-Antibody to top-tier London-based media and generate interest in 4-Antibody’s approach to antibody discovery.

Our Approach

• College Hill Life Sciences organised a media briefing in London following the ASCO conference to update the media on the interesting science presented at the meeting and discuss some of the key topics. The aim was to attract a broad section of media, some of whom might not normally meet 4-Antibody for a 1:1 background briefing unless there was a UK or major news element to the meeting.
• Identified a target list of top tier media in or near London to invite to the event.
• Conducted probe calls with a subset of the media list to gauge interest and canvass dates and formats before proceeding with the event.
• Sent personal invitations to each of the identified media.
• Continued proactive media liaison to ensure a high level of media attendance at the briefing.
• Supported 4-Antibody in developing the content of the presentation and of materials to be supplied at the briefing.
• Hosted the event at College Hill’s offices in London.
• Followed up with each journalist after the event and provided feedback in a post-event report.

Results

• Six journalists attended from publications such as Wall Street Journal Europe, The Daily Telegraph, EP Vantage, MedNous and R&D Focus.
• Feedback after the event was very positive with several journalists indicating a desire to stay in touch with 4-Antibody.

Client Endorsement

Robert Burns, CEO of 4-Antibody, commented: “College Hill organised this event very speedily and efficiently after our relatively late decision to do something along these lines to reach a broader media audience. College Hill’s team did a very professional job to generate a meeting format which we expect to use again.”

June 2011

To discuss our capability in this area please contact:

Dr Douglas Pretsell, Associate Partner
+44 (0)20 7457 2020
douglas.pretsell[at]collegehill.com

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