Promega Corporation is a global biotechnology leader and a core supplier in the fight against COVID-19. The company’s product portfolio of over 4,000 products supports a range of life science work across cell biology; DNA, RNA and protein analysis; drug development; human identification and molecular diagnostics.
The challenge
Having successfully helped launch a new product into the water testing market for Promega in 2019, TSP was asked to handle global earned media for the launch of its new capillary electrophoresis instrument in August 2020, aimed at global academic and forensic audiences.
The solution
We planned and implemented an earned media program that was aligned with the company’s wider promotional activities to help extend the reach and impact of the product launch.
We distributed the launch press release personally to our global trade media contacts, with a focus on N. America and the UK. We set up five high profile interviews for Promega spokespeople and placed + wrote three technical articles which were published in top titles.
The results
Here are some of the results from the project:
- The press release achieved 18 pieces of coverage, in key titles including R&D World, Technology Networks, Instrument Business Outlook, Select Science, The Science Advisory Board, BioSpace, Genomeweb, Lab Manager and Pharma Times.
- Coverage resulted in a total of 3,999,697 opportunities to see (OTS).
Media coverage highlights
Technology Networks featured Spectrum Compact CE as a featured product.
The story was published by 18 different media outlets, including World Pharma Today.
The product press release had over 3,999,697 opportunities to see (incl. R&D World)
“I wanted to send a special note to thank you for a wonderful partnership in 2020. The year was certainly unique and challenging, but our partnership was one of my favorite highlights.
I truly value the work that this team has completed thus far. Bravo to you all! It was wonderful to learn your processes, see the high-quality work, and most importantly, share the positive results for our internal clients.”