New Zealand Biotech Firm Is Successfully Launched in U.S.
Situation & Challenge
Keratec, a New Zealand-based biotechnology company, is developing products from the natural keratin derived from wool.
The company wanted to officially launch its product line in the States at SupplySide West, a key biotechnology trade show. Although the New Zealand media had covered the company and its keratin products, Keratec was virtually unknown to the U.S. media.
Tactics
The international team of Communications Plus and New Zealand-based Flourish Communication:
- Developed basic messages.
- Prepared a technical backgrounder and glossary.
- Prepared and distributed a news release.
- Set up interviews at the trade show.
- Did media training.
- Attended the show to participate in the interviews.
- Followed up with editors.
- Tracked editorial calendars (schedules of planned articles).
- Arranged interviews and forwarded information as needed.
Results
Keratec spokespeople interviewed with representatives of every major media outlet that attended the show. The company got favorable coverage in a wide variety of publications, including
- Bio.com
- Cosmeticsdesign-europe.com
- ENP Newswire
- Glutathione.antioxidant-facts.com
- in-Pharmatechnologist.com
- MSNBC.com
- Newstarget.com
- NPI Center
- Nutraceuticals World
- Nutraingredients-usa.com
Impact
The company received many business and consumer inquiries that were the direct result of the publicity.
Client Testimonial
“I worked on this multinational biotech product launch with Kay. I found her to be extremely thorough, patient, with a great eye for detail and the ability to get to the heart of the matter. Her media coaching skills are excellent, and she is a tenacious advocate for clients when representing them to the media. Her media work has had long-term benefit, with the ripples of her efforts creating ongoing value long after the campaign was complete. She is an excellent lead generator. Clients were reassured and encouraged by her confident yet supportive approach.”
Christine Moore
Flourish Communication, New Zealand
