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Marks and Clerk

How can we drive the profile of thought leaders in the life science sector?

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Challenge

Marks & Clerk is recognised as a world leader in intellectual property. The company’s patent attorneys, trade mark attorneys, solicitors and consultants offer a comprehensive range of IP services covering patents, trade marks, designs, domain names and copyright. To support its leadership and business development in particular sectors where it has string expertise, it produces expert reports that seeks to provide insight. Having support the 2014 Life Sciences Report entitled Genomes 2.0, we were again commissioned to support the 2015 report.

Action

Using research and our sector knowledge we lead a brainstorm to identify a topical theme for 2015. With rare diseases, antibiotic resistance and vaccine all attracting media headlines, we agreed on From Rare to Routine, as the title, as an umbrella across the three therapeutic areas. We advised on content, copy wrote a number of case studies, and proposed an infographic style (see opposite). As the report was being launched at BIO 2015, we identified attending target media alongside journalists who were not attending but had covered or shown interest in past reports and/or the therapeutic topics.

Result

The press release “Antibiotics Research Risks Another Lost Decade While Rare Diseases Research Steams Ahead, Global Patent Study Reveals” gained widespread coverage. Through proactive media pitching we achieved three thought-leadership feature pieces, five interviews, and 12 individual pieces of coverage. These included pieces in Bloomberg BNA, Pharmaceutical Technology and The Pharma Letter. We extended the reach through social media, with the tweet including the infographic reaching an audience of over 68,000 users. As a result of the report and subsequent outreach, Marks & Clerk were also asked to present at the 2015 BioInfect conference.