ERS Genomics
THE CHALLENGE
ERS Genomics manages and licenses the IP for CRISPR/Cas9 gene editing technology. While the technology itself is well known, far fewer people in the life sciences space are aware that they need to secure the appropriate licences to use it.
ERS Genomics approached us to help them increase their brand awareness.
Our job was to ensure that everyone in the broader life sciences space associates CRISPR-Cas9 with ERS Genomics and make it clear that ERS Genomics should be their first port of call for all things CRISPR-Cas9 licensing.
This was particularly important in the US where misinformation around the patent situation in different territories was creating confusion.
OUR APPROACH
We worked closely with the leadership team at ERS Genomics to create feature articles related to the use of CRISPR across a broad range of industries, helping to raise awareness of the many different applications of this technology and clarifying the confusion around CRISPR patents and licences.
ERS Genomics was already well known in some pharma and biotech spaces, so a big part of our job involved raising awareness in other relevant fields, such as synthetic biology and the food industry.
We placed these articles in external publishing outlets, helping to get the content in front of as many relevant eyes as possible.
By providing genuine insights from respected thought leaders rather than overly promotional PR we were able to place the pieces for free, rather than using significant budget and resources to pay for sponsorship.
We achieved this by gently reminding people of the benefits and importance of securing the correct licences while providing useful and thought-provoking insights to support life science pioneers and help their innovations succeed.
KEY RESULTS
Great hit rate
10 out of 11 articles placed for free in external outlets
Value for money
Saved an estimated £55k+ in placement fees
Wide reaching
Estimated 1.8 million people worldwide, 850,000 in the US
Thought leadership
Positioned ERS Genomics as a leading authority across diverse sectors and industries
WHAT THEY SAID
“The team at First Create the Media are fantastic to work with. From initial creative planning to flawless execution we could not be more pleased with the quality of the content and the strategic placements we are achieving. The scientific knowledge is at an extremely high level as is the standard of writing, and the process is enjoyable and fun.”
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