AusBiotech

Situation Analysis

AusBiotech wanted to promote Australian Biotech capabilities in the U.S. to attract U.S. investment.  Top executives from Australian Biotech were exhibiting at BIO, the international Biotech conference, but many other countries were also promoting their own Biotech capabilities at the conference and there was little news.

Strategy/Implementation:

REVERBERATE! used current healthcare news and trends to highlight the leadership position of Australian Biotech in certain areas, e.g. posing the question “Is U.S. Biotech losing its edge to Australia?” and discussing the “rebirth of stem cell research.”

Results:

REVERBERATE! set up 10-15 interviews with top AusBiotech executives and news media from top-tier publications (e.g. Financial Times, Bloomberg, Chicago Tribune, Bloomberg BusinessWeek, UPI) and Biotech trade publications (e.g. BioWorld, Nature Biotechnology, Scientific American, etc.), leading to positive and widespread media coverage of Australia’s capabilities in Biotech.