Author Archives: rxforpr

The Fans Know Best – Monday’s WSJ article

An article by Utpal M. Dholakia and Silvia Vianello in today’s Wall Street Journal weighs the great division between company social forums, and examines why some are good, bad, and just plain ugly.

In the growing world of communication, new social media outlets for brands and products have opened the doors for bold, customer-oriented interaction. Blogs, discussion boards and customized company pages on sites such as Facebook and Twitter are increasing in popularity, and provide a vehicle for companies to harbor “brand communities”. And there is much to gain from these discussions in cyberspace. However, what initiatives can be taken to insure these forums are helpful?

“When it comes to building online brand communities, do unto yourself as others already do unto you.

“Social Web sites that focus on products and brands have taken off in recent years. In these “brand communities,” customers or would-be customers can learn more about the products, discuss the problems and potential solutions – or simply communicate with others about their shared passion.

“Trouble is, this online world is divided into haves and have-nots.

“The haves are the sites where visitors like to hang out, exchanging ideas and information, chatting freely about the product or company – or about the weather, if they prefer. These Web sites have rich potential for marketing insights and for strengthening bonds between the product makers and their customers.

“The have-nots, not so much. These sites tightly control what visitors can discuss – often, the product only – and offer few ways for them to interact. These communities are so drab, so uninviting, that many visitors never return after a brief first visit.

“But here’s the really sad part: Most of these have-not communities are run by the companies themselves. The more-successful communities are usually run by enthusiasts and customers of the brands and products…”

Click here to continue reading “The Fans Know Best”.

Tavistock Group’s Shehan Dissanayake Sees Good Times Ahead in the Life Sciences Market

This week, Russo Partners talked with Shehan Dissanayake, CEO of Tavistock Life Sciences, about his perspective on the current life sciences investment market.

Although the recession has made some people wary of the general market, Dissanayake believes that strong investment opportunities are still available to investors who are willing to look for them.

“Tavistock Life Sciences is extremely excited about the current opportunities in the life sciences marketplace,”  he said. “As investors, we are being presented with more opportunities today than ever before. For companies seeking investment, however, the situation is challenging as numerous companies are seeking an ever-decreasing pool of investment dollars.”

In the current market, Dissanayake explained, companies must aggressively solicit financing to survive. Although this higher level of fundraising activity has led to a significant increase in the volume of life sciences investment opportunities in the past year, “the number of ‘quality’ opportunities has not [increased], thus making the filtering process even more important for investors,” he said.

Dissanayake takes a positive stance on the state of the market, but he stresses the importance of making educated decisions when investors choose where to stake their resources. “It is a great time to invest in life sciences,” he said. “As with the general market, valuations are depressed and excellent investment opportunities can be found. However, due to the current surplus of companies seeking financing it is more important than ever for investors to choose their opportunities wisely.”

Dissanayake recommends that investors take the time to do advance research and educate themselves about any companies they might be interested in supporting. “In addition to scrutinizing a company’s technology and the market it seeks to penetrate, potential investors should also carefully examine the organization’s operations, fundamentals and management team,”  he said. “At the end of the day, high-quality companies with a good story will attract funding.”

E-Mail is Top Tool in Web 2.0 Communications Kit

With the roll-out of the Russo Partners/Blue State Digital alliance, we’ve received many inquiries from current and prospective clients about their use of Web 2.0 communications tools.  Our message is simple: Think strategy first, tactics and tools second. E-mail, Facebook, Twitter, LinkedIn and other tools mean nothing and add no value if they aren’t part of well-thought-out programs with specific, measurable goals and objectives. Moreover, the new-fangled tech tools, while hip and fun, will continue to take a backseat to e-mail.  It’s clear that e-mail is the most important tool to push information to your target audiences to engage them and influence them to take action.  Just look at Blue State Digital’s Obama for America 2008 campaign. Built around an action-oriented Web site, the campaign used all types of social networking tools to engage a very large, active audience.  Still, e-mail was the versatile tool that drove the campaign, while the other tools simply served to pull people to the Web site for addition to the e-mail distribution list.

Russo Partners/Blue State Digital will provide frequent updates on our work to bring the right type of Web 2.0 communications initiatives to healthcare companies of all sizes and at all stages.

Oppenheimer Investment Bankers Share Tips for Healthcare Companies in Search of Funds

Russo Partners recently sat with the three leaders of Oppenheimer & Co.’s healthcare investment banking team: Stuart Barich, managing director, who focuses on biotechnology and specialty pharma companies; Kee Colen, managing director, who handles medical device companies; and Josh Muntner, executive director, who also focuses on biotechnology and specialty pharma.

With decades of experience in healthcare financing, the Oppenheimer trio delivered their 2009 “down economy” advice in the form of three tips — much to the delight of our stick-with-three-message healthcare PR counselors.

1. Don’t wait until the last minute to develop and implement your financing strategy.

It is not uncommon for a company considering a future financing to wait until there is less than one year of cash before shopping around for investment banking services.  It is understandable in this economic environment that a company requiring funding will wait for financing conditions to improve.  However, it is a wrong-headed approach.  Predicting when the market environment will turn is fraught with uncertainty.  Therefore, build your banking relationships when you have more than one year of cash  on hand and you are in a position of strength rather than desperation.  You may have more flexibility on the terms of the deal. 

2. Focus, focus, focus — Investors want to see focus as well as progress.

Platform companies, for the most part, are struggling to acquire funding today.  The company focused on a lead product with a detailed plan and timeline for development is more likely to get funded.  Money is scarce, at least for the time being, so investors want their investments to be directed toward a limited number of projects.  Such focus limits company burn rates and prolongs the time before the company needs to dip into the financing well again.

3. Public companies should broaden their investor targets.

Historically, companies entering the public markets graduated from their venture investors who sold their shares as institutions and individual investors acquired positions through an IPO, a secondary offering or on the public markets.  Today,  public biotechnology companies should look back to their pre-quoted years and invite venture investors back as investors.  Valuations of biotechnology and other healthcare companies are at historic lows.  Valuations are attractive for VCs to build stakes in these companies.  Therefore, public companies should consider VC participation in their financings.

Here’s information about the Oppenheimer trio:

 

Stuart Barich  joined Oppenheimer in 2005 as a managing director focusing on biotechnology and specialty pharmaceuticals. He has participated in the successful completion of more than 150 transactions during his career covering a broad spectrum of equity and mergers and acquisitions. Prior to joining Oppenheimer, he spent five years at Leerink Swann, where he completed 45 transactions for life science companies. Prior to joining Leerink, he directed the healthcare banking efforts at Oscar Gruss & Son and Auerbach. Stuart  began his career as a corporate finance associate with Paine Webber. He earned a B.S. in electrical engineering from the University of Rochester and an M.B.A. with honors from Columbia Business School.

 

Kee Colen has provided investment banking services to emerging growth and middle market companies for 20 years and has been with Oppenheimer and its predecessors since 1990.  He has worked with a wide variety of healthcare and life science companies, including those in the biotechnology, specialty pharmaceutical, healthcare services and medical device sectors.  Transactional experience includes over 125 closed transactions, including IPOs, follow-on public offerings, PIPEs, registered directs, private placements of equity, mezzanine and debt capital, M&A advisory services, fairness 0pinions, valuations and restructurings. Kee has a B.S. in finance from Northern Illinois University, where he graduated magna cum laude, and an M.B.A. from Indiana University.

 

Prior to joining Oppenheimer, Josh Muntner worked with CIBC World Markets. His recent experience includes a variety of completed transactions, including IPOs, follow-on offerings, private financings and M&A and financial advisory assignments.  Before this, Josh worked in the healthcare investment banking group at Prudential Vector Healthcare in New York.  Josh received a B.F.A. from Carnegie Mellon University and an M.B.A. from the Anderson School at UCLA.

 

 

 

Preparation is Critical Before You Meet the Press

In response to yesterday’s post about “meeting the press” in New York City, we received many questions from executives with biotech and medtech companies about what they should do to prepare for these meetings. 

At Russo Partners, all PR programs with media relations components involve story development and interview rehearsal sessions. Dubbed the Newsmakers Workshop, this client favorite consists of:

1. A review of the rights that you have as a newsmaker, or story teller, for your company

2. A discussion of the rights that journalists have in covering your company

3. The explanation of the news-reporting  and -writing process (from our former journalists, of course)

4. The diagramming of the typical media interview — and a demonstration of who is the leader vs. who is the follower

5. The development of a media interview checklist (with our own science and medicine experts) that contains three key messages you need to deliver — points that “must air” — in order for your story to be told and to lead your audiences to desired conclusions

6. A discussion of difficult questions that you anticipate and possible answers you can use

7. The introduction of tactics that will enable you to take and maintain control of all types of interviews

8. Practice, practice and more practice – on-camera and off-camera 

To reduce your story to three key messages, team members focus on whom you want to reach and what you want your audiences to think and do after reading the article or watching the segment that is the result of your interview.

We will provide more PR tips in future posts.  This one, as we stated up front, is the result of inquiries to us following yesterday’s post. We are happy to see that Rx for PR is gaining in popularity among the audiences for which the content is intended. We welcome your questions and comments.

In New York City? Meet Science and Healthcare Journalists to Forge Relationships

John Reed, M.D., Ph.D., President and CEO of Burnham Institute for Medical Research

John Reed, M.D., Ph.D., President and CEO of Burnham Institute for Medical Research

While Web 2.0 communications is becoming more prevalent today, nothing can replace good face-to-face meetings with journalists to help you to forge relationships and earn media coverage. Russo Partners’ New York City base enables PR team members to coordinate multiple media meetings for clients as part of executives’ trips to the Big Apple for participation in conferences and investor meetings. For our agency, the relationships run long and deep, extending in many cases more than 20 years.

Earlier this week, the Burnham Institute for Medical Research’s president and CEO, Dr. John Reed, and vice president of communications, Andrea Moser, hit the streets of Manhattan for a full slate of meetings with top science editors and writers. The purpose of the meetings was nothing more than to bring the journalists up to speed on the bicoastal research institute’s programs and to point to the sources at Burnham with whom the journalists could work regularly.

The first stop: Newsweek’s offices in midtown, where Dr. Reed discussed several Burnham programs with Sharon Begley, the publication’s senior science editor. Topics covered included the diabetes research underway at Burnham’s Lake Nona, Fla., campus, the challenges of navigating the NIH roadmap to translate discoveries into cures and the many aspects of stem cells, which are the prominent focus of a Burnham research program in La Jolla, Calif.  From this meeting, Burnham is poised to be an active participant in further discussion with Sharon — as well as the featured providers of news in Sharon’s online and print work.

The second stop: A restaurant in the financial district, where a lunch-time discussion with The Wall Street Journal’s Ron Winslow, deputy bureau chief, health and science, focused on Burnham’s regenerative medicine work as well as the cardiology expertise of Burnham faculty members. Ron’s message was to keep the Burnham news coming so he could connect with faculty members frequently for articles in their areas of expertise. Furthermore, Ron agreed that a tour of Burnham’s La Jolla campus would be an important stop on his next West Coast swing.

The third stop: AP’s international headquarters. Following a brief tour of the bustling newsroom led by Science Writer Malcolm Ritter, Dr. Reed provided an overview of Burnham and honed in on areas that piqued Malcom’s interest. In addition to stem cell research, Dr. Reed introduced information about Parkinson’s research and other initiatives led by Burnham faculty members.  Malcolm expressed his interest in receiving frequent Burnham updates along with the latest contact information sheet for the institute’s “experts.”

The day was marked as a success by Burnham’s management. Through a one-two-three punch, Russo Partners and the Burnhamites efficiently opened doors for the institute to well-respected journalists with high-profile media outlets.  Furthermore, this day in New York City built upon a previous day of media meetings, established a platform for future meeting days in New York City on at least a quarterly basis and furthered Burnham’s PR mission.