PanGenetics BV acquisition by Abbott of PG110 anti-NGF antibody to treat chronic pain

College Hill's life sciences team has a long standing relationship with the Dutch biotech company PanGenetics BV and has, in the past, supported the company in various financial and clinical announcements. When PanGenetics closed a deal with American pharmaceutical giant Abbott to sell one of its two key programmes, PG 110, for up to $190 million (of which $170 million up front), the Company asked College Hill to implement a media programme targeted at coverage of the deal in the Dutch national, Cambridge local, financial trade and biotech trade press.

Objectives

• Communicate PanGenetics' success in selling anti-NGF antibody PG 110
• Achieve recognition of the success of the corporate strategy and the management team
• Achieve targeted coverage in Dutch nationals, Cambridge local, financial trade and biotech trade press

Our Approach

• Concentrated on three main story angles
• The success of the management team in progressing the antibody and in securing the deal
• The high upfront value of the deal
• The asset-centric investment focus and management of the company
• Advised on key publications and media targets, as well as use of wires
• Supported Q&A development to ensure 'on message' comments from all parties
• Liaised with Abbott and PanGenetics' investors to ensure a co-ordinated approach
• Executed targeted media out reach to maximise coverage in target media

Results

• Coverage often based on interview with CEO Kevin Johnson in all major trade publications such as: BioCentury, BioWorld, Scrip, EP Vantage, Dow Jones, Dow Jones Venture Wire, as well as features in the key Dutch financial newspaper, Het Financieele Dagblad, and local Cambridge press such as Cambridge Business Weekly
• Very high industry awareness and recognition immediately post announcement, high online coverage and over 40 editorials over 7 days.

Client Endorsement

Dr Arnoud Dijkstra, Chief Business Officer, of PanGenetics commented: "The efforts that College Hill put in ensured that this deal was very widely covered and acknowledged, with an excellent level of on-message coverage. Their support was much appreciated. The team was very professional in handling the communication between us, Abbott, our investors and the media both confidentially and in a short time frame."

November 2009

To discuss our capability in this area please contact:

Sue Charles - Managing Partner, Life Sciences
+44 (0)1260 296500
sue.charles[at]collegehill.com

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