|
 PowderMed Ltd
was spun out of Chiron to a consortium of investors and former management
of PowderJect. The Company was launched in May 2004, one year after
Chiron’s original acquisition of PowderJect, and Northbank
was hired to provide public relations starting with the launch.
Objectives
 |
The
primary objective was to get the name of PowderMed known early
by maximizing coverage of the launch release |
| |
The secondary
objective was to ensure that coverage resulting from the launch
release focused on the new business rather than its antecedents |
Methods
| |
In
preparation for the announcement a press release, distribution
list and Q&A document were prepared |
| |
A company
logo was designed to give the Company a distinct brand identity
from its outset. The Company name played to the past and the
future |
| |
A web holding
page, including corporate fact sheet, was designed to go live
simultaneously with the launch announcement to provide a further
source of information |
| |
Northbank
liased with key journalists on national, local, trade and business
press to ensure they were aware of the story and its importance
to the biotechnology industry |
| |
All of
this was achieved within 10 days of being appointed |
Results
| |
The
story appeared on key newswires: Reuters, AFX wire, the Canadian
Newswire and Bloomberg |
| |
Articles
appeared in the Financial Times, The Times, The Guardian, The
Daily Telegraph and The Independent |
| |
Business
trades covering it included; Private Equity Week, The Deal,
Private Equity Online, Real Deals, Dow Jones Venture Wire, Forbes,
Yahoo Finance, Stockwatch, MSN Money, Lycos Business, Datamonitor,
Boerse and FinanzNachrichten |
| |
Trade press
to pick it up included; Nature Biotechnology, Scrip, BioCentury,
BioWorld International, In Vivo, R&D Focus & Drug News,
BioVenture View, Tornado Insider, PharmaLive, PharmaBiz, Pharma
Company Insight, Inpharma, Drug Researcher, Biotext, Biotechnology
Investment Today, Bioportfolio and Bionity |
| |
It also
appeared in the Oxford local press (the Oxford Mail), the Liverpool
local press (Liverpool Echo, Liverpool Daily Post) and the St
Louis local press (the St Louis Business Journal and the East
Bay Times), the Seattle Times and the East Bay Business Times. |
May 2004
|
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