Need:

A tech company in the cell biology space was experiencing pressure from its shareholders to increase its communication activities.

Assignment

MSC was contacted shortly after a very successful IPO by the management of a leading technology manufacturer. The company was having a hard time keeping up with parallel communication activities for customers, industry influencers, shareholders and media. Various stakeholder tactics were discussed, and it was decided that the client’s marketing manager should focus on their customers while MSC became responsible for all other segments. MSC created and implemented a detailed strategy around how to channel key messages by dedicating staff part-time to the specific client over the next year. A leadership program focused on the company’s CEO resulted in interviews, news coverage, presentation opportunities and visibility in key industry networks to the delight of the company’s shareholders.

Need:

A large molecule focused biotech company had decided to change its target product profile (TPP) to address a higher unmet clinical need with a smaller market size where its technology had a better fit.

Assignment

MSC was contacted after a significant drop in the public company’s share price following the announcement of the decision. A workshop was conducted to understand the rationale behind the new strategy and a retail investor targeting communication strategy was created. As the shareholder base was upset over the sudden move, a proactive content plan was proposed with the intent to build trust, reliability and long-term accountability. Both management and the Board voted in favor of the new plan and it was implemented by MSC over the next few months by creating a company narrative in newsletters, press releases, company presentations and online presence. After 6 months the share had stabilized and started to increase. By then, the client’s IR function had started to receive more support from shareholders and could instead focus efforts on proactive activities as opposed to reactive behavior based on incoming complaints from shareholders.