macdougall musings

How to Stay Visible Between Announcements

While biotech and digital health companies come to us for our strategic counsel and execution prowess in publicizing important milestones – exciting data, publication in a scientific journal, financing or an executive hire, for example – what they often fail to consider is the importance of staying in the industry limelight when they don’t have news.

Without a doubt, we love the thrill of helping a company make a name for itself and promoting news that showcases progress, but it is just as important to not fade into obscurity between milestones. We mean it when we say to our clients, “no news, no problem!” and at the start of every engagement, we develop a comprehensive 6-12 month media plan that does not rely solely on news milestones.

Why put in the effort to stay visible between news announcements?

In the same way that a garden needs to be tended to in order to thrive, biotech companies must maintain ongoing communication with their key audiences and one effective way to do this is via the media. However, there is no “one size fits all” approach and what works for one biotech company may not be the right strategy for another. This is why we start all of our partnerships with a deep dive into a client’s science and business needs. We find out about their key audiences, market drivers and timeline of milestones for the next two years. For example, a company that is focused on fundraising may consider contributing a corporate profile or posting about their participation at a relevant investor conference on their social media pages. Alternatively, a company looking to increase awareness of their therapeutic area or scientific approach may consider authoring a blog piece or rolling out an educational social media campaign.

Where are some places you can start?

Lulls in news announcements offer the opportunity for companies to highlight key issues related to their science – what dire problems are they working to solve? Is there a need to shine the spotlight on unmet medical needs? Perhaps it is important to get closer to patient communities via advocacy organizations. Is hiring a priority? A proactive communications program can help with any and all of these issues.

This could seem like a daunting undertaking, so consider these opportunities as a place to start:

  • Blogs
    • Creating and maintaining a corporate blog can help you stay connected to your patients, investors, potential employees and other key stakeholders. It can also be a resource for journalists looking to get up to speed about a specific indication or therapeutic condition. A blog is also a useful place to show how your company connects with the community. Perhaps there was a volunteering event your team participated in or another way your team is giving back to others. A corporate blog is a practical and accessible place to provide detail.
  • Thought leadership
    • Thought leadership pieces commonly take the shape of CEO spotlights, quotes in feature articles, contributed articles or company profiles. These are great opportunities for the C-suite to provide insights into industry trends, their unique views and their way of approaching critical problems. When considering engaging in a thought leadership program, it’s important to keep in mind that CEO spotlights are typically less focused on promoting the company itself, but rather providing industry knowledge and counsel.
  • Multimedia opportunities
    • Traditional written content is now sharing the spotlight with podcasts and video interviews. These opportunities breathe life into the story that a company is trying to tell and are a great option when it comes to providing visual demonstrations of a company’s mechanism of action (MOA).
  • Social media
    • As we have said before in a previous MacDougall Musings piece, biotech is no longer a stranger to social media. Social media is a powerful tool to amplify a company’s message and is a great option to leverage in between news or milestone announcements. Consider sharing posts that highlight your company culture, kicking off a campaign that educates your audience on your MOA, or sharing relevant news articles to stay in industry conversations. In addition, many journalists communicate on Twitter and will ask for sources or share articles. This is a great way for a company executive to connect with an important journalist.

When it comes down to it, boosting your company’s visibility in the lulls between major announcements is all about creativity and providing a unique point of view. There is always a story to be told, even though you may not think that you have anything newsworthy to share! Not sure where to start? MacDougall is here to help.

Creative Services

Digital Media
& Content

More than a Tweet
Building your brand and voice is a key function of digital media, but, with the right goals in mind, digital media can be much more. Meet your audiences where they are by building digital campaigns and content that help to connect and engage your stakeholders.
  • Social media strategy & content
  • Narrative building
  • Blog creation and execution
  • Metrics, monitoring and reporting
  • Social listening
  • Executive digital profile strategy and management
  • Influencer monitoring and engagement
  • Digital advertising
  • Content creation, design and marketing
  • Video creation and podcasting

Investor
Relations

Credibility is your most important asset
Investor relations is about building trust, transparency and liquidity. The MacDougall IR team has helped many clients bridge from private to public and showcase our public clients to new investors and analysts.
  • Audience targeting
  • Shareholder communication
  • IPO preparations and communications
  • Conference calls & webcasts
  • Conference outreach and support
  • Presentations
  • Special events
  • R&D days
  • Perception audits

Digital
& Creative

A picture is worth a thousand words
Visual first impressions are so important in this era of precipitous information. Our digital and creative services team are true life science artists devoted to visual storytelling and capturing eyeballs.
  • Branding & identity​
  • Visual storytelling​
  • Logo design​
  • Website design & development​
  • Scientific illustration & MOA graphics​
  • Infographics / data visualization​
  • Animation & video production​
  • Presentation design​
  • Scientific posters​
  • HTML emails & newsletters
  • Advertisements

Thought
Leadership

Be known for making a difference
Thought leadership campaigns open many channels to promote both a personal brand as well as your organization. Let’s pick a subject and run with it together.
  • Executive profile building​
  • Strategic counsel
  • Presentation coaching​
  • Speech writing​
  • Media training​
  • Social media​

Scientific & Medical Communications

Show and tell

From preclinical to platform to Phase 3 results, strategic medical and scientific communications is the cornerstone to building visibility and credibility with your target audiences.

  • Medical and scientific meeting support
  • Patient recruitment for clinical trials
  • Disease awareness campaigns
  • Patient advocacy outreach
  • Data communications
  • KOL identification and development
  • Custom scientific symposia/events​

Public
Relations

We love telling stories
Public relations is about building your network and getting other people talking about you. We want to help you build buzz and credibility at the same time.
  • Company debuts​
  • Media campaigns ​
  • Social media strategy & content​
  • Press releases writing, editing & pitching​
  • Ongoing trend story development & pitching​
  • Conference tracking & management​
  • Disease awareness campaigns
  • Clinical trial recruitment campaigns
  • Media monitoring & analytics
  • Events​

Business
Advisory

Think before you talk
We have seen it all. Helping our clients navigate the macro and micro ups and downs of the life science and healthcare industry is our passion.
  • Corporate branding, positioning and message development
  • Product and technology branding
  • Public policy advisory
  • Crisis communications
  • Strategic communications plans
  • Capital markets advisory
  • Scientific and medical publication and presentation strategies
  • Board presentations
  • Competitive intelligence
  • M&A advisory & rebranding
  • Corporate rebranding