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Biotechnology - Public Relations Case Studies
 Leveraging Publicity to Secure Partnerships |
Peptor |
Leveraging Publicity to Secure Partnerships
Peptor
Peptor, a small, privately held Israeli biopharmaceutical company seeking a global pharmaceutical partner, had a product for type 1 diabetes, DiaPep277, which had been shown in Phase II trials to slow the progression of the disease. Yet, Peptor and its lead product were not known in the business, treatment or patient communities. The challenge was to leverage strong but early research to begin building a profile for Peptor and DiaPep in the U.S., in order to stimulate interest in clinical trials and attract marketing partners.
Dennis Tartaglia’s approach was to create an intensive initial publicity effort with American media designed around an upcoming scientific paper. To build interest in DiaPep and develop a cadre of independent “endorsers” who could be quoted in news stories, he also reached out to diabetes thought leaders and patient groups. Results included more than two billion media impressions – thousands of news stories. Peptor received calls from four global pharma companies, and found its first marketing partner. And hundreds of U.S. patients and physicians called for information. The campaign won a number of major awards including PRWeek’s coveted “Healthcare Campaign of the Year.”
NOTE: This work was done by Dennis Tartaglia while employed by M Booth & Associates.
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