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Positioning the Expert: The Scientist 

The founding scientist of biotech start up working in Alzheimer’s disease had a contrarian view on the causes of the disease. We discovered this during orientation, and decided to establish him with key medical and science writers as the outsider voice in the Alzheimer’s causation debate—a heated discussion as it determines therapeutic pathways.

Results:

The Chief Scientific Officer of this company gained visibility as a leading dissenting voice among scientists in this field. The company’s technology flowed from this contrarian view, so this difference formed an essential part of understanding how they could fulfill their claims. Finally, the science coverage spilled over into high visibility coverage for a major company milestone that otherwise would just have made the trades, if that.


How We Did It:

Accordingly, we got the Chief Scientific Officer of a bulletin board company with no product quoted in the WALL STREET JOURNAL on multiple stories
Wall Street Journal
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He also was profiled in a major feature in the Boston Globe science section.
Boston Globe

Getting the CSO known among pharmaceutical writers led to interest in a company licensing deal, that was covered exclusively in the Wall Street Journal.
Wall Street Journal