Situation Analysis

• The client was established in 2012 to identify and advance potential therapies for rare genetic diseases, but its complex business model was misunderstood

• The company was often lumped in with venture capital firms by a wide range of stakeholders

• The company looked to engage LaVoieHealthScience to reposition itself so its mission and business model would be understood better by patient communities, researchers and scientists, potential business development partners and investors

Solution

• Help the client prioritize external stakeholders and develop compelling messaging that resonates with each other.

• Soften the young company’s branding to make it more friendly and welcoming to a wider audience

• Implement a patient and media friendly new look and feel on marketing and business development materials

• Conduct proactive media relations to educate the media about the company's mission and business model.

Results

• Brand redesign produced a crisp, modern, and welcoming corporate look embodied cohesively in the company's logo, new website, fact sheet, and complete stationary system

• New messaging clearly articulates the company’s commitment to patient communities, science, and efficient development of orphan drugs

• An effective graphic detailed the company’s complex, four-part drug identification and development model

• Continued public relations programming yielded positive and accurate media coverage