Fact-Based Ideas


Healthcare Industry Highlights

Pharmaceutical and Biopharmaceutical Industries
Biomaterials and Medical Device Industries
Healthcare Consulting

Pharmaceutical and Biopharmaceutical Industries

Covance, Inc. is one of the world's largest and most comprehensive drug development services companies. Its global operations include 8,400 employees in 20 countries. Element-R works with the Early Development division, which accounts for half of the company's annual revenues.

General

Through interviews at BIO, secured placement of Covance Chairman on cover of R&D Directions magazine.

Clinical Pharmacology

  • Created comprehensive, integrated marketing communications plan to grow pool of available study participants.
  • Developed all messaging platforms and selected campaign theme.
  • Created universal participant recruitment brochure.
  • Developed local media contact database for proactive media relations.
  • Placed Q&A interview with the President of Global Pharmacology in the Wisconsin State Journal, where the Early Development division is located.
  • Provided broad internal and external support for two major acquisitions (9 additional CRUs from GFI and Radiant Research) made by Clinical Pharmacology. Activities included:
    • Crafted internal and external messaging.
    • Wrote acquisition press releases.
    • Wrote broadcast e-mails, client letters and volunteer letters.
    • Wrote comprehensive talking points for Covance calls to acquired company clients
    • Drew greater attention to the Radiant Research acquisition during the DIA 42 annual meeting (2006) by arranging booth interviews between Covance's CEO and R&D Directions, Thomson CenterWatch, PharmaVoice, Applied Clinical Trials and Clinical Trials Advisor.

Toxicology

2007 ARVO Show

  • Launched and promoted ocular drug development alliance between Covance and CORL Comparative Ophthalmic Research Laboratories(CORL). Element-R developed message platforms, creative theme for show exhibit and copy for mailer, booth headlines, taglines and banners, and promotional landing page to strategically illustrate the organizations' agreement, www.visionsciencealliance.com. The show produced 40 leads.

2005 Biotech Symposium

  • Created single-themed feature article entitled, "Toxicology and Biotechnology at the Crossroads" out the individual presentations delivered at the conference and placed it in the June 2006 issue of Contract Pharma magazine.

Nutritional Chemistry

2005 Food Symposium

  • Made recommendation for Symposium Roundtable involving editors as moderators at the event; coordinated editor involvement and Roundtable logistics
  • Secured post-event publicity and awareness. Articles appeared in Food Product Design, December 2005 issue and Natural Products Insider in January 9, 2006 issue.

Biotechnology Services

  • Merchandized a new hiring of new scientist as a broader strategic business story that resulted in a round-up story smaller biotech companies in the September 2005 issue of Genetic Engineering News. We also placed a bylined article by him in the April 2006 edition of BioProcessing Journal.
Biomaterials and Medical Device Industries

Physician and Medical Professional Highlights

  • For Dow Corning Corporation, documented 30-year history of development of breast implants and related testing of silicones for medical use. Developed corporate crisis communications position statements about the Mammary Task Force; Silicone Bleed; Implant Contracture/Rupture; and Biotesting Findings.
  • Physician Education & Communications:
    • Conducted and coordinated roundtable surgeon panel discussions about surgical techniques, published in peer-reviewed journals.
    • Produced surgical technique videotapes for hand and foot surgeons.
    • Developed referring physician outreach and residency education programs for the orthopedics field.
  • Secured single-topic issue for joint replacement physician champion in Seminars in Arthroplasty.
  • Corporate, issue and product-focused article placements in peer-reviewed trade and technical journals including:
    • The Journal of the American Medical Association
    • Orthopedic Special Edition
    • Orthopedics Today
  • Ghost-wrote small joint implant retrospective article with world-renowned surgeon, A. Swanson, M.D., for Orthopedics Today.
  • Created first Q&A-based feature article about an industry executive for Orthopedics Today; magazine continued feature format with other participants.
  • Conducted market research to gather information about market needs, price expectations and a communications approach to industry influencers.

Consumer Highlights

  • Composed individual narratives for 100 internal Dow Corning Corporation documents and studies about breast implants, released to the consumer press in February 1992.
  • CNN Medical News Update report on small joint replacement surgery. Information distributed to several hundred respondents.
  • Placed small joint replacement patient success story with the Associated Press. Article appeared in more than 120 newspapers nationwide.
  • Arthritis Today magazine feature article about joint replacement treatments for arthritis.
  • Seventeen magazine feature article about organ donation recipient.
  • Created and managed highly successful nationwide community education campaign about joint replacement and key physician champions via seminars, radio and television interviews, newspaper and magazine coverage.
  • Created patient education web site about small joint replacement.

Healthcare Consulting

Integrated Project Management Company, Inc. (IPM) is a professional project management/business consultancy that advises companies like a consultant, but then actively works with and alongside client managers and internal teams. Approximately 75 percent of its revenue is derived from the life sciences industry.

Articles Developed and Placed

  • "Better Biopharma: Why Project Management Services Matter," BioPharm International, December 2004
  • Case History: "Pharmaceutical Company Tightens Up Time to Market," Pharmaceutical Processing, September, 2004
  • "Are Project Management Services Right For You?," Pharmaceutical Technology, August 2002

Trade Show Support

    2004 CRO Partnership Conference
    Element-R supported IPM when it broke out its life sciences area as a distinct division in 2004 at the April CRO Partnership Conference. Element-R helped IPM overcome the facts that the company had minimal market awareness; it was the firm's first time at this conference; it had never conducted trade show media relations before; and there was less than three weeks until the event. The company also had no new services to introduce.

    Element-R developed angles with IPM and discovered that both CROs and pharmaceutical manufacturers find internal communication and project coordination to be common difficulties that can inhibit drug trials. The media pitch: "10 ideas that can help promote better drug trials."

    Interviews were secured with trade reporters representing six leading U.S. and European pharmaceutical-related publications, including PharmaVoice, Scrip, Good Clinical Practices, Drug and Market Development and FDA Insider. Upon follow-up with the editors, the company was invited to contribute two feature articles.

    BIO and DIA Conferences
    Element-R guided strategy and development of IPM's first foray into exhibiting at major life science- related trade shows. We created the booth, the company's messaging; and oversaw pre-and post-show promotion and follow-up.

Collateral

    Developed a new central sales piece that focused emphasis on the value IPM produces, (rather than the traditional litany of describing who the company is, what the company does, etc.). The 11 x 11 wire bound booklet artfully presented IPM's results and methodology. It continues to be enthusiastically received for its atypical content and format by IPM clients, prospects and the media. The piece won a 2002 Silver Trumpet Award from the Publicity Club of Chicago in the brochures, booklets or books category.

    The brochure was used to introduce the company to the media, resulting in multiple article placements and an invitation for the company founder to become a quarterly columnist for a global industry magazine, a post he has maintained for more than two years.

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