Garnering media coverage in a time without data/regulatory milestones
Industry:
Pharmaceuticals and Biotech
Offering:
Media relations
Challenge
Gamida Cell, a company transitioning from the clinical to commercial stage, was developing potentially curative therapies for patients with hematologic malignancies. They sought to garner positive media coverage during a period of limited data and regulatory milestones and pressing financial constraints.
Approach
Discover
We conducted an audit of media coverage to develop a list of target reporters who had previously covered the company, competitors/comparators and relevant industry news. We identified gaps in media coverage where we saw the potential for Gamida Cell to be a thought leader in the space.
Develop
We noted areas where Gamida Cell was a differentiator and developed creative pitch angles, including:
- Health disparities: focused on existing health disparities in stem cell transplant, emphasizing the need for new treatment options and potential for the company’s product to help address unmet need
- Cell & gene investment: focused on implications for patients when early-stage commercial companies in the cell and gene arena struggle with financing
- NK cell differentiator: focused on how, despite recent failures in the NK cell space, by expanding and enhancing the intrinsic properties of cells, Gamida Cell has the potential to overcome existing limitations
Deploy
- With priority targets identified, we created an approach for media pitching, including evergreen pitching throughout the year and for milestones as appropriate.
- Acting as an extension of the Gamida Cell team, Orangefiery served as a primary contact for reporters, coordinating interviews and providing media/message training and mock Q&A sessions.
Results
In 2023, the company was covered in 138 original articles, reaching 117MM+ unique visitors per month. Coverage quoted three internal spokespeople and 10 external thought leaders.
Leaders at the company also participated in three podcast interviews and several conference speaking opportunities, helping to build their thought leadership platforms organically.
