Securing Media Coverage to Strengthen Industry Growth
Overview
The Illinois life sciences community was poised for significant expansion, presenting a pivotal moment for the Illinois Biotechnology Innovation Organization (iBIO). As the state trade association representing nearly 91,000 biosciences jobs, iBIO sought an agency to elevate its work and the broader Illinois life sciences community among key stakeholders. Based on their strategic communications and healthcare/business media expertise, The Harbinger Group (THG) was recommended to iBIO by a prominent local pharmaceutical executive. Our agency immediately began working to spotlight iBIO’s contributions to the Illinois business and life sciences sectors, aiming to enhance iBIO’s visibility among investors, legislators, and current/future biotech members. This initial work included conducting media audits, refining iBIO’s core messaging, leveraging key announcements, positioning iBIO’s CEO as a leading expert, and crafting contributed content for targeted media.
The Harbinger Group has been an enormous asset in elevating iBIO and building awareness of the Illinois biosciences industry. Their communication strategy has provided local and national exposure, highlighting the growth and assets in our biosciences community. Thanks to the Harbinger Group, Chicago and Illinois have been recognized as a growing hotbed for the biosciences industry.
John Conrad
iBIO President and CEO
Strategy
Our agency’s strategy centered on elevating iBIO as the central voice of the Illinois life sciences ecosystem. This involved positioning iBIO’s leadership as subject matter experts and increasing the organization’s overall brand exposure to attract investment and members, solidifying Illinois’s reputation as a prime location for life sciences innovation and growth. Key strategic components included:
- Developing clear and consistent messaging for iBIO to articulate its value and the strength of the Illinois biosciences community.
- Identifying trending topics and key media outlets to strategically elevate iBIO’s work and brand recognition.
- Establishing iBIO’s CEO as a readily accessible and credible expert source for reporters covering the life sciences.
- Creating a consistent cadence of media outreach around relevant industry topics and iBIO events.
- Developing and implementing a comprehensive social media strategy to enhance engagement and reach a wider audience.
- Providing media training to iBIO leadership to ensure effective external communication of key messages.
Execution
Our agency implemented a multi-faceted approach to elevate iBIO’s profile:
Strategic Messaging & Positioning: We collaborated with iBIO to develop clear and consistent core messages highlighting the strength and growth potential of the Illinois life sciences sector and iBIO’s role in fostering that growth. This messaging was integrated across all communication efforts.
Earned Media Engagement: We proactively identified media opportunities, focusing on outlets reaching key stakeholders. This involved crafting compelling pitches around iBIO’s initiatives, the growth of the Illinois biotech sector, and the expertise of iBIO’s CEO. We also facilitated deskside briefings with key reporters to build relationships and provide in-depth information.
Thought Leadership & Content Creation: Our team worked with iBIO’s CEO to develop contributed content for targeted media outlets, positioning him as a thought leader on critical issues within the life sciences industry. This helped establish credibility and increase iBIO’s visibility among influential audiences.
Social Media Strategy & Content Development: Recognizing the need for a stronger social media presence, we developed a comprehensive strategy and content calendar for iBIO. This involved creating engaging and informative content, including text posts, videos, and surveys, all aligned with iBIO’s key messages and goals for increased audience engagement across various platforms.
Leveraging Key Announcements: We strategically utilized significant announcements, such as the introduction of new leadership, to generate positive media coverage and highlight iBIO’s forward-thinking approach and the dynamism of the Illinois life sciences community.
Media Training: To ensure iBIO leadership could effectively communicate key messages and navigate media interactions, we provided tailored media training sessions.
Results
Our agency’s strategic and consistent efforts yielded significant results for iBIO:
- Secured 37 pieces of media coverage and 10 deskside briefings
- One piece of contributed content gained the attention of a major corporate donor who expressed interest in iBIO’s STEM program
- Created more than 90 pieces of social content that received higher engagement among followers
Through our partnership, iBIO has successfully elevated the profile of Chicago and Illinois as a growing hub within the life sciences industry. By strategically positioning iBIO’s leadership, securing meaningful earned media opportunities, and developing impactful social media campaigns, our agency has established iBIO as a premier life sciences expert, both within and outside the industry, laying the groundwork for continued influence and growth within the broader life sciences ecosystem.