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mtm laboratories - From Start Up to Trade Sale
6 years of PR consultancy
mtm laboratories AG (mtm) was an ISO 9001 and ISO 13485 certified developer and manufacturer of In Vitro Diagnostic Devices (IVDD) for use in the early detection and diagnosis of cervical cancer, now acquired by Roche. mtm was a long term client of College Hill, starting in 2005 with consultancy on the corporate website, and for corporate communications around investment relations and a series of diagnostic product launches up to the acquisition of the company by Roche in July 2011.
Objectives
- To develop a Company profile for key audiences to support its corporate, financial and business development goals. In particular to:
- Support the Company’s fundraising activities in order to execute all corporate objectives,
- Communicate the complex science around the p16 biomarker in a manner accessible to non-experts,
- Raise awareness with clinicians and reimbursement authorities about product launches,
- Attract licensing or acquisition partners.
- To position mtm laboratories as a leading cancer diagnostics company, locally and on the global stage.
Our Approach
- Developed and edited in conjunction with mtm’s Management its business plan to reflect the Company’s evolution into a fully integrated operation as it sought series C financing.
- Refined the corporate presentation for use in the funding round.
- Wrote the text of the corporate website on two occasions as the Company grew.
- Mounted a carefully planned media campaign around news flow and face-to-face interviews in support of the financing.
- Executed a series of PR communications for product launches and data releases for the cytology and histology laboratory tests aimed at establishing mtm as a major provider of molecular diagnostic technologies for Cervical Cancer Screening.
- Stressed the validity of using p16 as a biomarker for cervical cancer in all communications.
- Supported the launch of the CINtec® PLUS dual marker screening kit for cervical cancer in Europe preceded by a media audit and with a series of data releases, written collateral, media interviews and filmed a symposium of presentations on the product.
Results
- Frequent coverage in local and national German-language national and local media including Dow Jones, Financial Times Deutschland, Sueddeutsche Zeitung, Rhein-Neckar-Zeitung, Transkript, Bundesministerium für Bildung und Forschung, Finanznachrichten, Finanztreff, First Focus, Venture Capital Magazin, Going Public.
- Widespread coverage across the worldwide English-speaking trade and business press sustained over a six year period including Reuters, BioCentury, Clinica, BioWorld Today, BioWorld International, G.E.N., Medical Device Daily, Device Space, PharmaMarketletter, Dow Jones Venturewire, Science Business, Forbes, Yahoo, Tornado Insider, Bioforum Europe and Genomeweb.
- Local coverage in the USA following the appointment of Bob Silverman as CEO and the opening of US operations.
- White paper covering highlights from a satellite symposium held at the conference, EUROGIN 2007.
- The Company raised at total of €46 million (US$63 million) Series C financing in a series of tranches from 2006-10.
- In July 2011, Roche announced it intended to acquire mtm laboratories in a deal worth €190 million and combine it with Roche’s Tissue Diagnostics (Ventana Medical Systems, Inc.) business unit.
Client Endorsement
Bob Silverman, CEO of mtm laboratories, commented: “It has been a pleasure to work with such a professional team demonstrating great response times and consistent quality of work. College Hill has been an excellent partner in our activities to drive communication to the public, financial and corporate community on the value of mtm.”
July 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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