Messaging and Positioning

Review

Epigenomics is a public cancer diagnostics company based in Berlin and Seattle. As one of the earliest molecular diagnostics companies their approach is based around the detection of methylated cancer-causing genes as biomarkers indicative of the very earliest stages of cancer. The lead product, Epi proColon is a blood test for colorectal cancer that detects the Septin9 gene. The test is marketed in the EU and Middle East and Septin9 testing is also available as laboratory tests in the USA and Canada.

Despite being the first and only company on the market with an effective test for colorectal cancer with substantial clinical data to support it, Epigenomics had historically lost out to competitors in the share of the international media voice. This was disappointing particularly since Epigenomics is the only company who actually have a marketed test with strong clinical data backing it.

Epigenomics became a College Hill client in October 2010 and early on a number of opportunities arose for College Hill to raise the profile of Epigenomics on the international stage. College Hill worked with Epigenomics’ management to ensure that the Company was covered by the international media.

Objectives

• To create a media buzz about Epigenomics in the trade and business media.
• To raise the Company’s profile particularly in the USA and gain an increased share of media voice.
• Ensure that coverage is accurate and balanced and highlights:
  • The superiority of its blood-based colorectal test, Epi proColon;
  • That Epi proColon is already marketed in Europe, and the biomarker is partnered successfully in the US and Canada.

Our Approach

• Identified all top tier media (investment and trade) in USA and Europe that had previously written in any way about the diagnosis or screening for colorectal cancer in order to conduct initial awareness raising.
• Used strong clinical data from a poster at an important international gastroenterology conference, UEGW, in a press release directed at the same media.
• Consolidated relationships with top tier US media in round of face to face media interviews in New York.

Results

• Secured substantial piece in the New York Times on the back of the UEGW data:
  • Article syndicated to substantial number of other US media outlets including Boston Globe, Seattle Times, Detroit News, The Tech, Winston Salem Journal, Pittsburgh Post Gazette and El Nouvo Herald;
  • Substantial additional coverage in business and trade press including Reuters, Wisconsin State Journal, EP Vantage, Clinica and BioCentury.
• Face to face interviews secured with New York Times and Dow Jones Newswires:
  • Substantial article in Dow Jones Newswires;
  • Consolidated relationship with New York Times journalist who had covered the clinical data.
• Media coverage in favour of Epigenomics in German financial media including Börse online, Der Aktionär, Deutsches Anlegerfernsehen, aktiencheck, Finanznachrichten, Finanzen.net.
• Widespread awareness raising with top tier journalists who were previously unaware of Epigenomics.

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