While EDP Biotech is a manufacturer of DNA-based cancer detection products and as such does not use manufacturing tools, this case history demonstrates Ackermann’s success in launching a product trade show strategies and media relations.
Colon cancer is one of the deadliest forms of cancer. In the realm of life-saving tests, colonoscopies have proven their value in the fight to detect the presence of colorectal cancer. Yet, the unpleasantness and discomfort caused by the test leads too many patients to avoid the procedure. In fact, only one in five patients who should be screened with a colonoscopy will take part in the testing.
EDP Biotech’s research into cancer biomarkers identified a protein biomarket sown to exist in elevated levels in colorectal cancer patients. The identification of this biomarker, known as CA 11-19, was the key to developing ColoMarker™ , a simple per-screening blood test.
ColoMarker™ requires no advance preparation by the patient such as fasting or colon cleansing. ColoMarker™ can be added easily to the panel of routine blood tests performed on a patient as part of an annual physical.
To announce its significant cancer testing breakthrough, Ackermann recommended that EDP Biotech make the global print announcement at the Medica Trade Fair in Germany which is attended by the world’s leading healthcare and medical professionals. Leading up to the trade fair, Ackermann PR researched and implemented an aggressive media outreach program directed at hundreds of the world’s top medical trade journals. The objective was to schedule interviews and product briefings with journalist during the trade fair.
Coinciding with the trade fair, Ackermann PR distributed a global product announcement press release that was translated into 30+ foreign languages as well as an in-depth press kit to media attending Medica. During the show, EDP Biotech also announced the addition of two world renowned cancer researchers to its Board of Directors.
In addition to building global awareness for ColoMarker™ , 45 medical distributors from 40 different countries participated in product briefings and expressed strong interest in distributing the product during the trade fair. Product briefings were also conducted with media from several global medical trade journals. The result of these efforts was the placement of hundreds of articles regarding ColoMarker™ throughout the world. Domestic coverage included Reuters, UPI, Business Week, U.S. News & World Report, Wall Street Journal and Yahoo Finance. Global media included The Internal Business Times, PharmaZeitung, ClincaSpace, Carducee, and Informazione.