Cracking the Code with the Media & Getting the Right Business People to Pay Attention
You’re a medical device start-up and you have just completed a phase 2 clinical trial for an implantable device to treat pancreatic failure. Now you are ready to communicate the results. But to whom and for what gain?
The scientists use precise language to convey the outcome of the study.
They are far less interested in communicating a marketing message than stating their claims meticulously
But if company executives are trying to raise another round of funding, build alliances or educate potential users, and ultimately patients, then communicating the message -- and the story behind the clinical trial -- then targeting the mainstream media is equally important. It’s easy to publicize a forthcoming product when it’s the Apple iPad. But when the product is much more intricate it takes a bigger story that cuts through the complexity and reaches business audiences.
During this session Shelly Gordon, founder & principal of G2 Communications, will discuss the value of public relations for biotech companies, specifically for emerging companies or smaller players competing with giants. Participants will learn to --
- invent ways for investors, partners and customers to think about you
- develop a story that grabs the media while not overstating clinical results
- find out where PR can be “injected” into company milestones to attract the right audiences
- learn the most credible ways to build awareness and raise interest in your forthcoming products.
Registration for the July 13th B2DG Event- Shelly Gordon http://www.acteva.com/booking.cfm?bevaid=204988
