| Marketing Communications
Launching the Biacore® T100 system, a protein interaction
analysis system from Biacore
Brief
Biacore is the leading supplier and market leader of protein
interaction analysis systems. In response to an increase in the use of
protein interaction analysis by users throughout the drug and discovery
development process, Biacore developed the Biacore® T100 system with support
available for those working in GxP-regulated environments.
At the same time the new system was made more user friendly with
comprehensive software wizards and performance improvements. Biacore saw the
need for developing a system to service all stages in the drug development
pipeline and Biacore® T100 is the resulting 'top of the range' system.
Northbank was taken on to help launch the Biacore® T100 system as the leading
protein interaction analysis system and raise the awareness of the value of
protein interaction analysis from all stages from early research to clinical development
and post-marketing.
Objectives
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The primary objective was to ensure the launch of
Biacore® T100 was widely reported in the pharmaceutical and biotechnology
press |
| |
A secondary objective was to ensure that the message
was included in coverage that Biacore is the leader in protein interaction
analysis systems |
| |
A longer term goal is to ensure that advertising and
online listings of Biacore® T100 over the year generate productive leads for
Biacore |
Method
| |
In preparation for the announcement a press release,
distribution list and Q&A document were prepared |
| |
A corporate factsheet and technology backgrounders
focused on product capabilities and applications of the technology were also
created |
| |
Northbank liased with key journalists on the trade,
online and scientific press to ensure they were aware of the story and its
importance to the pharmaceutical and biotechnology industries |
| |
A yearlong media plan for advertising was developed |
Results of Launch PR
| |
The press
release was well received and interviews arranged with Genetic Engineering
News, The Scientist, The Biochemist, Bio-IT World, Chemische Rundschau and
Biotechniques/Preclinica |
| |
Coverage was achieved in among others Genetic
Engineering News, BioCentury, Genomeweb, Genomicsproteomics.com, Instrumenta,
Scrip and Chemische Rundschau |
18 March 2005
To
discuss our capability in this area please contact:
Sue Charles, Managing Partner
+44 (0)20 7457 2020
sue.charles[at]collegehill.com
|
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