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Positioning and Media Relations for Penzberg Event
Brief
Roche’s personalised healthcare (PHC) strategy aims at providing medicines and diagnostic tools that enable tangible improvements in the health, quality of life and survival of patients. Our client, Roche Partnering, was keen to showcase PHC at the BioEurope 2010 meeting this year in Munich.
Roche operates its largest research centre, development and production location in Penzberg, close to Munich, Germany. The “home of Herceptin”, the site brings together drug development and diagnostics. It combines technical research and development of therapeutic proteins, with a focus on the discovery of new protein-based drugs in oncology, as well as the research and development for the diagnostics division focused on immunoassays, enzyme- and PCR-based test systems, gene and protein analysis for nearly all Roche instrument platforms.
Objectives
- To organise a unique event showcasing Roche PHC at the BioEurope meeting in Munich.
- To invite journalists to attend a combination of events and received in-depth information on PHC, as well as Roche’s strategy in the field.
- To help establish Roche as the leader in the development of PHC.
Our Approach
- College Hill Life Sciences together with Roche Partnering arranged for a speaker slot on the PHC panel for Dr Christian Meisel, Roche Oncology Leader and Head of Translational Medicine speaking on “From Biomarkers to Companion Diagnostics: The Emergence of Personalised Medicine in Clinical Development and Oncology Dealmaking”.
- We also arranged a media-exclusive event focusing on PHC. The event included a visit to the Penzberg site and coincided with the journalist’s visit to BIO-Europe conference in Munich, one of the most important partnering events of the year.
- College Hill Life Science identified an appropriate time period to organise the visit to Roche Penzberg to ensure adequate participation from journalists without interfering with the BioEurope conference scheduled talks and related events.
- An agenda was devised that included a brief presentation from Gerd Maass, Global Head of Biomarker & Pathway analysis, followed by a Q&A session and a brief visit to some of the Roche research labs at Penzberg.
- Dr Meisel’s presentation at the panel discussion at BIO-Europe and Dr Maass’ presentation at Penzberg were reviewed to ensure for consistency and complementarity of messages about Roche PHC.
- More than 20 trade media were invited for the Roche Penzberg visit.
- A special invitation for this media event was created, observing Roche’s corporate visual identity, and was sent to journalists. It was also placed at the media room of the BIO-Europe conference to attract additional participants.
Results
- College Hill Life Sciences secured participation of the most influential trade media for the Roche Penzberg visit.
- The journalists watched a stimulating panel discussion on PHC at the BIO-Europe conference. This discussion was complemented with additional in-depth information on Roche’s PHC strategy during and additional presentation at Roche Penzberg. The journalists engaged in a lively discussion with the scientists during the ensuing Q&A.
- The journalists also got the opportunity to visit some of the labs to experience themselves the link between drug development and diagnostics.
- After the visit, College Hill Life Sciences followed-up with the journalists and offered them the opportunity of a private Q&A session with Gerd Maass.
Client Endorsement
Sharon Valdettaro, Communications Manager at Roche Partnering commented: “The organisation of a media exclusive event in parallel to the BIO-Europe conference was a challenging task. Not only did we need to ensure that the event did not interfere with the conference events, but to also ensure adequate media participation in the visit. College Hill’s involvement in the strategic planning, media consultation and liaison and logistics was indispensable in making this event truly successful.”
December 2010
To discuss our capability in this area please contact:
Nicole Yost
Associate Partner
+44 (0)20 7457 2020
nicole.yost[at]collegehill.com
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