Lazar Partners

Stakeholder Mapping and Engagement: Building Relationships and Driving Support for Reimbursement
Careers

Objectives

  • Establish privately held late stage startup company as a unique innovator in a staid category
  • Build relationships with patient advocacy groups to gain support for CMS reimbursement
  • Lay the groundwork for ongoing collaboration and future programming with advocacy groups

 Program

  • Prepared robust audit of local and national advocacy groups in respiratory, rare disease and patient rights categories
  • Contacted group leadership to set up meetings in advance of and during national medical congress
  • Prepared company leadership to deliver impactful narrative during calls and meetings
  • Worked with groups in the weeks and months following to gain support for client’s letter writing campaign and to provide support for group’s ongoing programs

Results

  • Secured letters of support from seven groups to CMS administrator calling for improved reimbursement code for client’s technology
  • Cultivated long-term relationships that have resulted in mutually beneficial projects and programming including event sponsorships, quotes in press releases, social media collaborations and more

Objective

  • Rebrand and drive traffic to a stroke website to best illustrate campaign initiative and messaging

 Program

  • Designed website layout to create an inviting user experience and encourage visitor engagement
  • Developed Stroke Guideline Corner outlining the most up to date clinical guidelines in targeted countries: USA, Brazil and China
  • Created nine Facebook micro-targeted ads based on latest statistics on stroke in order to drive stroke awareness and increase campaign engagement
  • Monitored social media coverage in real-time, providing live updates to client
  • Curated optimal social media content for stroke website, highlighting coverage of note and greatest reach
  • Facilitated implementation of this multinational campaign and coordinated communication between multiple partners

Results

  • Reached 13,702 visitors and 16,413 page views on the website on launch day
  • Reached an audience of 827,939 users at a low cost of $0.12 per click and a click through rate of 7.27%
  • Generated 90% of stroke website traffic through Facebook Campaign
  • Reached an approximate audience of 5 million social media impressions
  • Totaled 29,692 combined views of video in English, Chinese and Portuguese

Objective

  • A publicly traded, specialty pharmaceutical company was preparing for a PDUFA date in anticipation of an FDA decision for this product candidate. The company had previously received a complete response letter from the FDA for this product candidate, and it was essential that the company’s investor relations strategy be understood by Wall Street

Program

  • Crafted the press release outlining announcing FDA approval
  • Developed detailed Q&A document of potential questions asked by member of the financial community
  • Organized aggressive non-deal road show with investors following approval to discuss planned commercialization activities
  • Updated the company’s website reflecting the fact that the company is now a commercial organization
  • Updated the company’s IR presentation to include information on the drug approval and outline preliminary commercial strategy and timing

Results

  • The product was approved by the FDA and the company’s shares appreciated significantly on news of the approval
  • Following the announcement, the company embarked on an aggressive schedule of calls and in person meetings with members of the financial community to review the company’s commercial launch plans

Objectives

  • Generate awareness of the need for a sex-specific pathway in the diagnosis of obstructive CAD among payers, providers, and patients
  • Position new test as a simple, safe, sex-specific testing option for patients

Program

  • Developed a strategy to create a discussion platform using a multi-stakeholder panel comprising experts in the fields of cardiology, medical technology innovation, women’s health research and policy analysis, employer group and other health insurance, patient advocacy, and health economics
  • Organized key experts to discuss patient care management challenges in the diagnosis of obstructive CAD, explore solutions, and arrive at consensus findings and recommendations

Results

  • Placed article showcasing the expert roundtable recommendations in the thought-leading journal Population Health Management
  • Secured media interest from general health and cardiovascular trade publications to speak with select roundtable experts about diagnostic testing, providing opportunities to highlight new test

Objectives

  • Position Company and its executive team as leading experts in women’s health and contraception
  • Enhance Company’s profile as a potential partner in women’s health

Program

  • Secured speaking opportunities for CEO and senior leadership team
  • Sought recognition of Company’s talent and leadership through awards from the industry
  • Conducted proactive media outreach offering Company’s management team for articles  on various business topics

Results

  • Secured a steady stream of coverage with over 25 original placements in diverse media outlets
  • Combined mix of financial, business, venture, trade, and consumer publications
  • Secured 13 speaking  engagements for executive team at national and local conferences
  • Company was a finalist for or received five awards in one year

Objectives

  • Earn medical validation for an innovative new technology to detect esophageal pre-cancer
  • Gather insights from leading gastroenterologists on clinical strategy and messaging

 Program

  • Formed an advisory board consisting of top national gastroenterology thought-leaders and early adopters using the product
  • Developed clinical strategy guidance documents and identified gaps in clinical data

Results

  • Advisory board actually renamed the product
  • Advisory board members designed a large multisite study that includes virtually every major esophageal cancer KOL
  • Technology validation study requested by the advisory board was presented in an oral presentation at Digestive Disease Week (DDW), the largest gastroenterology medical meeting
  • Large community-based study run by three members of the advisory board was presented in a Presidential Plenary session at DDW and other key conferences

Objectives

  • Develop a social media platform to engage with influential members of the Diabetes Online Community (DOC)
  • Drive traffic to the company’s website to help generate more customers
  • Support the launch of the next generation product

 Program           

  • Created unique microsite blog with content written by guest bloggers, highlighting inspiring stories of life with diabetes
  • Built relationships with high-profile product users to develop content that subtly communicates the benefits of the product
  • Developed a diverse content calendar, featuring key messages and bloggers that effectively targets specific customer archetypes and appeals to diverse audiences
  • Established microsite as a resource for all people living with diabetes by collaborating with other influential people with diabetes/non-customers to post general content about freedom with diabetes, underscoring the product’s brand promise

Results

  • Increased new patient leads while allowing for reduced advertising spend
  • Established company in the social media space by building a connection of influential DOC ambassadors
  • Published weekly content from some of the most influential members of the diabetes community
  • Introduced prospective pumpers to a highly visible group of ambassadors who influence pump adoption
  • Nominated as a finalist by PR News for Advocacy and Content Marketing

Objective

  • To prepare management of a gene therapy company for its initial public offering and develop communications materials surrounding IPO

Program

  • Evaluated investment bank pitch books and provided feedback to management regarding each firm’s capabilities
  • Created the draft outline for the business section of the S-1 document
  • Prepared detailed Q&A document of potential analyst questions
  • Worked with investment banks on the road show deck to ensure the message was clear, concise and consistent
  • Assisted management in the smooth transition of a co-manager one month before IPO roadshow
  • Facilitated development of IR section of company website
  • Managed third party vendor relationships:
    • IPO presentation design and content
    • IR Website
  • Conducted Speaker Training
  • Managed NASDAQ IPO Ceremony

 Results

  • Successful IPO in which company raised $52 million
  • Shares increased 23% in first day of trading and by more than 65% one year post-IPO

Objective

  • Help recruit a specialized patient population in specific U.S. cities

Program

  • Launched a multichannel campaign that featured local and syndicated TV spots, controlled radio placements and online advertising utilizing a robust search engine marketing protocol
  • All campaign elements directed prospective patients and family members to an educational microsite and a toll-free call center was also established to field inquiries

Results

  • Total audience reach of 36 million
  • Highlights included an earned segment on CBS New York featuring investigators from Mt. Sinai Medical center, which was syndicated to more than 70 stations across the U.S. The online advertising campaign, which included Google and Facebook, generated more than 8,000 unique visitors to the campaign microsite

Objective

  • To significantly expand awareness of a biotech company among members of the institutional investment community; to generate interest in the company’s IPO and subsequent follow-on offering

Program

Pre-IPO

  • Reviewed IPO roadshow investor targets provided by banking syndicate
  • Developed list of high quality target healthcare investors to supplement syndicate accounts for additional outreach

Post-IPO

  • Created plan of action immediately following IPO to plan for follow on offering
  • Arranged 2 non-deal roadshows in the U.S. and Europe
  • Added additional investor meetings surrounding 5 investor conferences in the U.S. and Europe
  • Organized 3 full days of investor meetings surrounding the J.P. Morgan Healthcare Conference
  • Frequent weekly calls with potential investors

 Results

  • Company raised $41 million in over-subscribed IPO
  • Met with top-tier HC buy-side firms resulting in 250,000 share purchase in IPO for $2.5 million investment
  • Investment represented 6% of IPO proceeds
  • Targeted investors participated in follow on offering or made subsequent open market investments in company
  • Successful July 2015 follow-on offering raising $67 million including a 20% upsize
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420 Lexington Avenue, Suite 830
New York, NY 10170
212.867.1762
connect@lazarpartners.com
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