Our efforts for Insmed centered on enhancing the company’s visibility on Wall Street and establishing Insmed as a biotech market leader in advance of the development of an FDA approval pathway for follow-on biologics, or biogenerics.
We developed an integrated campaign to promote the establishment of a follow-on biologics approval pathway through earned media, the internet and new media strategies, events, paid media, collateral development and the recruitment of third party allies. Initiatives included commissioning and publication of an econometric study, the establishment of a YouTube presence, Web site redesign, ongoing earned media, op-ed placement and major speaking engagements, grassroots patient group outreach and execution of a national poll.
RESULTS
The combined outreach results of the campaign led to a feature article for Insmed in the front page of The Washington Post Business section. The effort has been covered by PRWeek and numerous on-line publications, including the popular blog Pharmalot.com.
Despite the considerable resources and clout of the competition, our campaign quickly propelled Insmed into the role of undisputed poster-child for the effort to promote follow-on biologics in the United States. The industry’s largest players on both sides of the debate took note of Insmed’s efforts, prompting Merck to acquire Insmed’s follow-on biologics portfolio in February 2009 for $130 million.