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Personalising investments to achieve media results

Generating media interest with investment stories - CIC Congenica

When generating media interest in investment stories, adding human interest can make them relevant to key audiences.

Objective

Cambridge Innovation Capital, was to announce a £1million investment in the start-up company Congenica, a spinout from  the Wellcome Trust Sanger Institute. Congenica, has developed a  diagnostic engine for Whole Genome Analysis, which provides new insights into rare genetic disorders. Although not a treatment, it would allow patients and their families to be better informed about their conditions and pave the development for improved therapies.

Both CIC and Congenica required coverage of the announcement to support  their respective aims

Strategy

The technology being developed by Congenica was complex and the funding amount, although substantial for Cambridge, was not significant for city papers.  The strategy therefore focussed on the human impact of the investment and what it would mean to families to gain a diagnosis and hence a prognosis.

Holdsworth Associates sourced patient case-studies and quotes from patient support groups and experts to build a story.

This approach gained coverage in wide range of media and enabled journalists from different disciplines to understand the potential of the technology.

Working closely with key journalists ensured that the story was covered sensitively and all the key messages were communicated effectively.

Outcomes

  • Extensive coverage on major online news sites, including Daily Mail Online and ITV News, and on over 100 regional news sites.
  • Regional print coverage across the country, including Eastern Daily Press and front page on Business Weekly.
  • BBC Look East report comprising recorded segment and a live interview with Dr Tom Weaver; the recorded piece was also available to view online as part of their Health News story (available here as of April 2017).
  • Interview with Tom Weaver broadcast on BBC Radio Cambridgeshire.
  • Interview with Al Jazeera to gain international coverage.

Some of the publications in which coverage was achieved included:

  • The Journal of Precision Medicine
  • Personalised Medicine
  • Drug Discovery World
  • Drug Target Review
  • Engineering and Technology Magazine
  • Labmate UK
  • Laboratory News
  • Manufacturing Chemist
  • Financial Times
  • Fortune
  • Scrip Intelligence
  • The Guardian
  • The Herald
  • The Telegraph
  • The Times
  • Angel News
  • Belfast Telegraph
  • Bio IT World
  • BioSpace
  • Business Weekly
  • Cabume
  • Cambridge Independent
  • genomeweb
  • Labiotech
  • News Medical
  • One Nucleus
  • pharmaphorum
  • Pharmafile
  • Pharmiweb
  • Science Business
  • UK BioIndustry Association
  • Yahoo Finance
  • Muscular Dystrophy News
  • Nature
  • BBC Look East
  • BBC North West Tonight
  • BBC Radio 4
  • BBC Radio Cambs
  • Innovate UK
  • ITV News
  • Cambridge News
  • Cambridge TV
  • City AM
  • Clinical Lab Products
  • Closing Circle
  • Computer Weekly
  • Digital Health
  • Eastern Daily Press
  • Heart FM
  • Fierce Biotech IT / Fierce Diagnostics
  • Front Line Genomics
  • Metro
  • MSN UK
  • PE Hub
  • Pharmafocus
  • PharmaTimes
  • unquote
  • BioPortfolio
  • Biotech and Money
  • Digital Media Net
  • Driven by Health with Care
  • Expert Review of Precision Medicine and Drug Development
  • Innovation Nexus
  • insider media
  • Iowa Science Interface

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Gaining profile with investors

Objective

Cambridge company CBL had developed a new technology that could spray dry vaccines, allowing them to be stored at room temperature without the need for refrigeration. The technology had huge potential, but the challenge was how to reach and influence high net-worth individuals and encourage them to invest in a new vaccine technology.

Strategy

Holdsworth Associates developed a campaign that would reach the hearts and minds of potential investors. A story was developed based on a ‘developing world first’ market strategy.

It showed how the technology could save the lives of 10 million children within the existing aid budgets by removing the wastage in current vaccine programmes. The minister for overseas development was persuaded to speak on the subject.

An animation was created for use by the broadcast media and to explain the technology to investors.

Outcome

Widespread international exposure, including extensive coverage on the broadcast news programmes. As a result CBL attracted the largest ever Angel Syndicate (high net worth individuals) and millions of pounds of funding.

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