Raising the profile of a novel Alzheimer’s drug – and the company developing it

The challenge

Emerging biotechs often face unique challenges compared to larger, more traditional pharmaceutical companies. Typically, they’re built around one particular innovation, have varied knowledge of commercialization, and operate in a fluctuating environment as they look to navigate a long, complex, and expensive journey to regulatory approval.

Turning to a trusted external partner with a wide range of expertise is one way to overcome these hurdles.

One particular biopharma company did just that when it asked Inizio to help raise awareness of a new drug it’s developing for Alzheimer’s disease. The drug takes a novel approach to treating the disease by targeting an area of the brain largely unfamiliar to neurologists.

The client aimed to overcome traditional perceptions of the disease, educate the healthcare community about the drug’s potential, and improve recruitment for clinical trials.

Our connected solution

Inizio used a three-pronged strategy to support the client’s goals. Evoke San Francisco, an Inizio Marcomms agency, began by digging deep into the disease and treatment to identify desired audience takeaways to create a set of powerful key messages.

The team then developed clear, consistent branding to be rolled out across digital, print, and social, leveraging AI to identify standout imagery.

From there, ApotheCom, an Inizio Medical agency, created a scientific messaging platform to communicate the drug’s unique mechanism of action and ensure a consistent value proposition. The team also took an omnichannel approach, unifying all existing and future educational assets, such as congress posters and a medical website, aligning this with the work done by Inizio MarComms.

Alongside this, Evoke Canale – another Inizio MarComms agency – helped the company develop its corporate narrative in alignment with the product story. The team created an integrated, sustained communications campaign that aimed to refresh the brand’s presence, promote current leadership and depth of expertise, and highlight the company’s strong scientific foundations.

Outputs included a new corporate positioning statement and the overhaul of social media channels with a focus on more relevant, consistent content – particularly with a focus on driving clinical trial recruitment.

The team is raising the profile of the company’s leaders and experts through speaking engagements, awards ceremonies, and thought-leadership pieces, while also building relations with stakeholders in the media.

The value created

Due to the product’s current stage in lifecycle, much of the work has been focused on the planning stages and is not yet fully deployed. However, there are multiple measurements put in place to assess the impact of our work. Based on some initial tactics deployed, we’ve seen a readership increase of 10% for one of the client’s publications following the launch of the campaign.