Lissette Capati

S T O R Y T E L L I N G T O M A K E A D I F F E R E N C E

all in a day’s work

Everyone loves a good story – one that grabs you and keeps

you wanting more. The best stories connect with you on a

personal level, in a way that matters. At Spectrum, storytelling

is our business. We shape and craft stories that get people

excited about the possibilities of science and the promise of

new treatments. We tug on your heart strings by sharing

the stories of real people facing and overcoming seemingly

insurmountable health challenges. And we tell these stories

– your stories – with conviction and passion, like they’re ours.

We come to work each day pumped because we have

great stories to tell. Our clients are some of the leading

pharmaceutical, biotechnology and medical device companies;

patient advocacy organizations; hospitals and health systems;

and health, wellness and nutrition companies – in the world.

a day can turn into nine months

So many couples dream of the day they’ll have their first child and start a family. But one in eight will struggle to fulfill that dream. They’ll pursue in vitro fertilization (IVF) and other means to conceive. Many don’t realize though that in completing IVF, they can donate unused embryos and give another couple the chance at a family.

RESOLVE: The National Infertility Association tasked Spectrum with shaping and telling that very important story – the story of embryo donation. With vibrant and engaged infertility and parenting communities online, we headed to where the action was. Spectrum’s strategy was to tap into and connect with amazing bloggers who would personally invest in and spread our messages. We fostered an engaging and ongoing dialogue through Twitter and other social media channels to get people

talking with RESOLVE experts, parents, top mom bloggers and others. We brought the effort to life through video and created MyDestinationFamily.org, a multimedia resource center.

A comprehensive and strategically timed digital campaign resulted in increased engagement with online influencers, including 300 percent growth in @MyDestFamily’s followers, significant spikes in web traffic to key information areas of the website and a 35 percent increase in male conversation regarding RESOLVE. Our ability to connect with individuals facing this sensitive challenge of infertility was demonstrated in both web traffic to MyDestinationFamily.org, as well as an increase in embryo donation-related conversation online.

every day is a gift

Imagine watching your child age right before your very eyes. It sounds like something out of a movie, but it’s not. It’s a rare, genetic disease called Progeria, or Hutchinson-Gilford Progeria Syndrome (HGPS), that causes children to age prematurely. The disease is literally heartbreaking. All children with Progeria will die of the very same heart disease that affects millions of adults (arteriosclerosis), but at an average age of 13 years.

The Progeria Research Foundation (PRF) champions the pursuit of treatments and a cure for Progeria and its aging-related disorders. Spectrum began working with PRF in 2003, helping the organization announce an incredible scientific breakthrough – the discovery of the Progeria gene. And it’s been non-stop excitement ever since – from the completion of the first-ever Progeria clinical drug trial, to the launch of a second clinical drug study to research advances in our understanding of Progeria, cardiovascular disease and aging. While Progeria itself is extremely rare, today awareness of this disease ranks high in the United States due to awareness achieved through major news coverage by The Today Show, The Dr. Oz Show, ABC’s 20/20, New York Times Magazine, The Wall Street Journal, People, CBS Evening News and more.

In 2009, Spectrum and GLOBALHealthPR embarked on a global effort for PRF to identify the estimated 150 undiagnosed children believed to be living with Progeria. In this case, we knew that photos of these children along with a description of their symptoms would help families and physicians instantly recognize Progeria. Since the launch of the award-winning “Find the Other 150” global awareness campaign, 26 children have been identified – a 48 percent increase. These results prove the power of communication.

Spectrum helps PRF move closer to accomplishing its mission to give back the precious gift of time to these amazing children.

on some days a picture is worth a thousand words

An organization’s brand identity is more than its logo. A thoughtful, strategic, emotional brand builds a relationship between an organization and its target audiences and instills trust in the product or service provided. In the case of the Vascular Disease Foundation, the only multidisciplinary, national, public non-profit focused on vascular diseases, Spectrum accepted the challenge to rebrand the Foundation so its focus on vascular disease awareness and support was fully reflected in its visual identity.

Spectrum audited the Foundation’s communication assets and analyzed its position among key audiences. We discovered the Foundation to be a hands-down leader in the vascular disease community whose brand identity needed to speak to its educational and lifesaving mission.

The team partnered with Foundation leaders to create and launch a new, empowering visual identity and a compelling message platform to serve as the cornerstone of a larger communications effort to further the Foundation’s mission. The Vascular Disease Foundation is now on its way to enjoying a renewed sense of focus and pride in its role as the authority in vascular disease.

on other days, you just want to be yourself

Laughing and crying are among the two most fundamental human emotional expressions, but imagine not having control of them; laughing at funerals or crying while standing in line at the grocery store. How would you cope?

Spectrum is breaking barriers and raising awareness of a common but misunderstood condition called pseudobulbar affect or PBA, characterized by uncontrollable laughing and/or crying episodes that can be frequent and severe. And the most devastating part is that PBA sufferers all share a trait: They live with a serious underlying neurological condition. An estimated 20 million Americans suffer from some type of neurological disease or injury, and of those people, 10-20 percent (2-4 million) may have PBA. However, many remain in the dark and go undiagnosed.

PBA is a neurological, not psychiatric, disorder caused by an underlying neurologic condition such as multiple sclerosis, stroke or brain trauma, and is often mistaken for depression or bipolar disorder. The embarrassment caused by these episodes, often in inappropriate situations, can lead to social isolation. This is a brutal consequence to someone already coping with a serious injury or disease.

With Spectrum’s help, Avanir Pharmaceuticals, Inc. aimed to raise awareness of this condition among patient and physician audiences, and of NUEDEXTA®, the first and only FDA-approved treatment for PBA. Spectrum helped to spread the news of this approval and the seriousness of PBA. In just one day, the NUEDEXTA/FDA approval story reached

more than 67 million people and within one week generated 400 million media impressions.

Spectrum continues to pound the pavement about PBA, its debilitating impact and the promise of NUEDEXTA by sharing new patient stories, securing top-tier media interviews and by developing and executing nationwide patient education events.

when a test can change how you spend your days

You just learned you have breast or colon cancer. Now what? Receiving a diagnosis of cancer, in any form, elicits many emotions and questions. Where do you go for answers or support unique to your situation? With so many online resources and tools for patients, directing them to a specific destination may appear to be a daunting task, but not one Spectrum can’t tackle.

Step one: Where to go? Genomic Health, Inc. developed two tools, with Spectrum’s support, that help recently diagnosed breast and colon cancer patients learn about personalized options so they can have more dynamic and fruitful conversations with their healthcare team. With the help of a “coach” narrating the way, My Breast Cancer Coach (mybreastcancercoach.org) and My Colon Cancer Coach (mycoloncancercoach.org) take patients through a series of questions that conclude with an individualized treatment

information guide on the user’s cancer type. Patients can take the guide to the physician for a more engaged conversation about treatment options.

Step two: How to get there? With both traditional and online strategies, Spectrum supports Genomic Health’s outreach efforts to entice visitors to the sites and put treatment information guides into the hands of more patients. By bolstering the sites’ relevancy through rich content, Genomic Health has been able to consistently drive the right kind of viewers to the coaches. Genomic Health continues to navigate the crowded waters of breast and colon cancer, driving and stimulating traffic for these digital tools through innovative approaches and passion for helping improve lives through health and science advancements, all with help from Spectrum.

each day a new discovery is right around the corner

What would you say if a technology that’s as easy as turning off a faucet could be the answer to treating a wide range of diseases and improving the lives of millions? Alnylam Pharmaceuticals is focused on doing just that as it develops an entirely new class of innovative medicines based on a breakthrough discovery in biology known as RNA interference (RNAi). RNAi technology offers the opportunity to treat disease in a fundamentally new way by silencing disease-causing genes, upstream of today’s medicines.

Alnylam has made significant strides in RNAi therapeutics over the past decade. In 2010, the company asked Spectrum to translate its passion and innovation into a scientific story that would catapult Alnylam as the leader in RNAi. Spectrum collaborated with Alnylam to create focused messages that would resonate with target audiences. We then broadly shared the RNAi technical story through a strategy that combined the influential power of mass media with the targeted, intense reach of digital media.

In just a short time, Spectrum’s efforts helped make RNAi synonymous with Alnylam. In addition, blogger outreach and advocacy relations increasingly influenced new word associations with Alnylam, including “leader” and “5x15”— a strategy that establishes a path for development and commercialization of novel RNAi therapeutics for five genetically defined diseases with high unmet medical need, by 2015. To date, nearly 100 media outlets have covered Alnylam, including: Popular Science, New York Times, Wall Street Journal, Nature, Science Magazine, Bloomberg, Reuters and Genetic Engineering News. To top it off, within the first half of 2011, the Alnylam scientific story reached 2.2 million readers/viewers a day.

everyday things are more complex than they seem

Consumers want to know about the science behind the products they use every day. At Spectrum, we break down the research behind product claims to ensure target audiences, from consumers to physicians to media, understand what it means and how their favorite products work. We develop engaging interactive tools, such as videos and animations to help tell the story of how the science brings everything together. Science needs to be explained in a way that can be understood by the masses, and Spectrum is the expert when it comes to making those connections so that cool technology is appreciated by the target audience.

Spectrum also promotes new data that share both breakthroughs and incremental scientific successes and get people excited about product benefits. We hit the ground at scientific meetings and talk to the right reporters to make sure our story is heard, covered, blogged about, tweeted, retweeted and then talked about at the dinner table.

Scientific communications isn’t just about promotion. It’s also about informing the right strategy to conduct and use research to its greatest potential and differentiate brands in a crowded marketplace. Our experience with, and understanding of, the scientific process and the regulatory environment means we can get right to work helping our clients tell their stories so people will listen.

around the world in a day

The sun never sets on Spectrum’s ability to listen, learn and connect on behalf of our clients with international interests. Hand-picked by Spectrum, we offer a unique partnership of more than 15 health-focused, independent communications firms that lead in markets from Argentina to Poland, from the United Kingdom to India. What’s more, our network of affiliates penetrates deeply into new or underserved markets.

It’s called GLOBALHealthPR. For 10 years, we’ve pooled our steadfast dedication to health care to offer a better way of helping clients achieve their business goals. And 24-7-365, GLOBALHealthPR firms monitor changing pharma and health policy issues worldwide, announce life-enhancing medical research advances and create strategically sound, technologically integrated international campaigns with an unmatched ability to deliver culturally relevant health and life science messaging at the local level.

Every day, Spectrum people team with our best-in-class GLOBALHealthPR partners to drive our clients’ missions to make a healthy difference in people’s lives. We listen, we engage and we transform global health communications.

GLOBALHealthPR.com

Science and health communications is all we do at Spectrum. We craft messages that resonate and prompt your audience to act.

Let the Spectrum team help tell your story.

WHAT WE DO

Branding

Change Management

Corporate Communications

Corporate Social Responsibility

Creative Services

Digital and Mobile Strategy

Educational Campaigns

Employee Communications

Event Management

Executive Thought Leadership

Global Campaigns

Issues and Crisis Management

Marketing Communications

Media and Blogger Relations

Message Development

Online Advertising

Public Affairs

Public Relations

Public Speaking/Media Training

Reputation Management

Research

Social Media

Sustainability Programs

For a list of many areas in which we work, please visit spectrumscience.com.

OUR SPECIALTIES

Consumer Products

Device and Diagnostic

Environmental Organizations

Food & Nutrition

Government Agencies

Health & Wellness

Institutions (hospital/academic/ research)

Non-Profits and Foundations

Patient Advocacy Organizations

Pharmaceutical/Biotechnology

Professional Societies/Trade Associations

2000 K Street, NW

Second Floor

Washington, DC 20006

T 202-955-6222

F 202-955-0044

spectrumscience.com | globalhealthpr.com | @spectrumscience

ContractHolder

and at the end of the day, a great story can be priceless

Contract GS-07F-0023Y