U.S. Market Recognition

Situation analysis

A German biotech company focused on advancing next-generation immunotherapies in cancer and infectious diseases wanted to significantly enhance key messaging surrounding its recent corporate and clinical achievements. Based on its bespoke PR and IR expertise in both the EU and the US as well as its strategic focus, the company hired Trophic to meet this goal and to establish visibility in the US with industry media and the greater financial community ahead of a planned Nasdaq IPO.

The tactics

1. Kick-Off Meeting

Trophic held an initial kickoff meeting with the company to align on corporate objectives and to define the company’s core positioning statement as an up-and-coming global biotech leader in individualizing cancer treatment using a range of technologies with a particular strength in pioneering mRNA.

2. Positioning

Together with the company, Trophic drafted messaging to fully convey the importance of the company’s scientific roots, its long-term agenda and the extent of its various platforms.

3. Media Outreach

Leveraging its long-standing relationships with prominent industry media, Trophic conducted targeted media outreach to key US outlets to secure coverage for the company’s news, including background interviews held with respected US journalists interested in learning more about the company’s technology.

4. Social Media Strategy

Understanding the importance of establishing and maintaining an active social media presence in the biotech and pharma space, Trophic implemented a social media strategy and monthly plan to generate visibility on various platforms among industry journalists, analysts, investors, patients and patient advocacy groups and potential partners in the space.

5. Materials Update

Trophic managed projects including a new website and corporate video to enhance the visual elements to ensure the company’s corporate story and identity was portrayed in a clear and compelling manner.

6. Run-up to IPO

To guarantee compliance with SEC regulations, Trophic applied its significant experience in understanding the differences in a US Nasdaq IPO vs. EU mindset to prepare and guide the company’s internal team in the transition from private to public company in the months leading up to IPO launch.

The results

Establishing an International Media Presence

Utilizing its invaluable industry connections and expertise, Trophic achieved high levels of media attention from prominent US and global biotech and financial publications for the German biotech. Social media identity was also cultivated, providing the client with immediate access to the expanding online biotech community. Under Trophic’s project management, the company’s visual rebranding initiative produced a corporate video that supported the newly implemented messaging and complemented a unique professional website that showcased the company’s innovative scientific advancements while also presenting the individual team members to potential investors.