snbl clinical pharmacology center: u.s. market entry public relations
Creating Visibility for a New U.S. CRO Market Entrant
SNBL Clinical Pharmacology Center was planning its opening as the anchor tenant in the new University of Maryland Biopark in Baltimore and asked Bridge to handle marketing communications and public relations. The company, a subsidiary of a Japan-based contract research organization that is well-known in Asia, had a strong partnership with the University of Maryland – Baltimore, and asked Bridge to work on an opening event co-sponsored by the university. Bridge developed corporate collateral materials in both English and Japanese, conducted a successful media relations campaign in the trade media and the local and regional business media, and worked with the university’s event planning staff to develop and coordinate a big opening event. The event, attended by Maryland’s governor, Baltimore’s mayor, and the area’s congressman as well as a prominent member of the city council, was covered by TV crews and daily papers, and created a great opportunity to showcase the new facility to potential clients. Bridge worked carefully to incorporate certain elements into the event to assure that the newly arrived research company would stand out in the media coverage and not be overshadowed by the politicians and university.