Content Marketing for PharmaNet Development Group

PharmaNet Development Group

JFK Communications partnered with PharmaNet Development Group, a leading global contract research organization (CRO) that provides a comprehensive range of services to the pharmaceutical, biotechnology, generic drug, and medical device industries. Our work with PharmaNet focused on enhancing the visibility of the company's executive leadership and scientific expertise in the dynamic outsourced drug development services market.

JFK Communications provided PharmaNet with a comprehensive public relations plan covering the following areas:

  • Corporate communications counsel

  • Message positioning

  • Executive corporate media training

  • Media relations and editorial calendar management

  • Social media engagement

  • Social media monitoring and analysis

Evaluating the Landscape

JFK Communications conducted an extensive two-year media audit to determine current attitudes, perceptions and share-of-voice:

  • Evaluated media/public perception of PharmaNet and the CRO industry

  • Identified barriers and opportunities to tell PharmaNet's story

  • Provided strategic insights and recommendations to strengthen PharmaNet’s position as a credible, industry-leading CRO

  • Establish benchmarks to measure share-of-voice, positioning

  • Measure progress against past and current competitor coverage


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Content Development

  • Developed comprehensive Q&A, key messages

  • Produced two corporate profile videos for web posting/media relations

  • Identified spokesperson assets, created stable of “content area” experts

  • Created ongoing blog series, “Clinical Conversations: a CRO Industry Blog”

Media Relations

JFK Communications provided proactive media relations activities covering both traditional trade media and social media platforms to help PharmaNet engage and be included in media coverage and dialogue about the CRO industry.

Our role was to:

  • Identify opportunities to insert PharmaNet into industry dialogue

  • Raise corporate visibility and enhance credibility among stakeholders/clients

  • Coordinate editorial calendar opportunities to tell PharmaNet turnaround story

  • Support development bylined articles and blogs to address “hot topics,” showcase content experts

  • Engage social media influencers to ensure 360 degrees of voice across all media platforms from newswires to Twitter

Media Coverage

  • Facilitated opportunities for feature-length articles by PharmaNet senior executives and content experts published in industry trade publications including:Secured additional media coverage of PharmaNet news releases in trade media through proactive media outreach effortsEstablished “Clinical Conversations: a CRO Industry Blog” and worked with PharmaNet executives and content experts to develop a series of blogs focusing on industry-related topics

    • Life Science Leader

    • Pharmaceutical Commerce

    • PharmaVOICE

    • International Clinical Trials

    • Applied Clinical Trials

    • Pharmaceutical Outsourcing

    • R&D Directions

  • Supported development of PharmaNet Facebook, Twitter and LinkedIn presence and helped create content for all social media channels

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