Creating Advocacy and Patient Support – FDA Advisory Committee

Creating Advocacy and Patient Support – FDA Advisory Committee

Situation Analysis

  • A development stage biopharmaceutical company needed to develop and execute a strategic PR and communications plan in support of its new drug application and FDA approval for its drug to treat neurogenic orthostatic hypotension
  • The objective was to create strong advocacy and patient support leading up to and during the FDA Advisory Committee meeting and communicate the complex clinical trial results and patient stories

LaVoieHealthScience Solution

  • Built interest in and positioned the Company as a leader in the orphan disease category and expert resource in neurological conditions associated with Parkinson’s disease
  • Educated audiences on the Company’s novel, orally-active therapeutic medicine
  • Updated key corporate messaging and built corporate reputation
  • Leveraged key milestones to build a steady news flow to key stakeholders
  • Augmented messaging as new information is known (regulatory, clinical and market), built credibility of management team and built direct engagement with key stakeholders

Results

  • Proud sponsor of the Company’s drug approved for marketing in 2014
  • The multi-media press release issued over Business Wire featured a patient video, a mechanism of action video and product photo
  • Wrote press release that received 10,000+ total views in less than a month
    • Media elements received 9,000 views
    • Second most viewed release on Business Wire during that week
  • Received media coverage in top tier outlets such as AP, Bloomberg, Reuters, Scrip, com and The Wall Street Journal as well as local media and industry trades. Advocacy groups covered the news in their online newsletters and ran patient meetings such as the Michael J. Fox Foundation, which held a patient webinar
  • Patients and leading patient advocacy groups shared the news via social media, including the Multiple System Atrophy Coalition (MSA)
  • Executed on social listening to monitor patient engagement and sentiment
  • Increased valuation of the Company from $2.30 per share to more than $6.00 per share in less than three months
  • LaVoieHealthScience supported the Company’s acquisition in June 2014
56 7 8 9