Raising awareness of DxS and companion diagnostics

DxS is a personalised medicine company and leader in the provision of companion diagnostics. It has developed a series of tests which can be used to screen patients to determine their suitability for cancer treatments. Patients with a mutated K-RAS gene will not respond to certain cancer treatments, making the provision of a companion diagnostic increasingly important. With large amounts of new data expected on the K-RAS gene and companion diagnostics at ASCO 2008, College Hill was brought on board to maximise this opportunity, raising the profile of DxS around the event and ensuring DxS received a share of voice.

• Use ASCO as an opportunity to increase awareness of DxS in general and its TheraScreen K-RAS companion diagnostic in particular
• Highlight the importance of companion diagnostics to the media
• Raise awareness among potential customers and partners

Our Approach

• College Hill conducted a kick-off meeting to define key messages and to agree the communications strategy, which included activities before, during and after ASCO
• Edited text for a series of fact sheets for use with customers and the media
• Pre-briefing of key media, such as Clinica, Dow Jones and BioCentury
• Drafted a number of releases for use both before and during ASCO. Releases included one announcing the expansion of DxS and one announcing a distribution deal with Roche Molecular Systems

• Coverage achieved following news announcements in a wide range of publications, including a BioCentury cover story, a major feature in Pharmacogenomics Reporter, GEN, Clinica, Pharma Marketletter, Dow Jones, CNNMoney, Dow Jones Venture Wire, Genome Web and Laboratory Talk
• Media briefings arranged with Dow Jones Venture Wire, Clinica and InVivo

Joanne Cross, Marketing Manager at DxS said: 'College Hill did a great job ensuring our news at ASCO was covered, and making sure we were featured in the right publications. Following the media coverage we have had an increase in interest from potential customers.'

June 2008

To discuss our capability in this area please contact:
Sue Charles, Managing Partner
+44 (0)207 457 2020
sue.charles[at]collegehill.com

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