College Hill Life Sciences

Case Studies / Solexa

Getting Solexa in the News
Solexa is a UK-based company located South of Cambridge commercialising technology spun out of Cambridge University to develop total genome sequencing. The Company’s ultimate aim is to sequence an individual's entire genome in “less than 24 hours for under $1,000” thus enabling predictive and personalised medicine.

Brief and objective
To raise the profile and awareness of Solexa amongst financial and commercial audiences to ensure they were informed about the company and open to investment/collaboration.

PR strategy
In the absence of significant corporate or technical news flow, the strategy adopted included:

	Capitalise on relevant breaking news to position Solexa as a leading player in the area of whole genome analysis
	Capitalise on the 50th anniversary of the structure of DNA in 2003 to raise awareness and gain coverage
	Promote the concept of “$1000 genome”, first coined by the National Human Genome Research Institute (NHGRI), and associate Solexa with this as a leading company developing technology to achieve this goal
	Proactively introduce Solexa’s key executives to key media and position as spokespersons
	Proactively seek article opportunities to promote Solexa’s technology

Methods and activities
In implementing the strategy, key activities included:

	Reacted in less than two hours to the news that Craig Venter (a well known industry figure) announced plans to create a high-throughput genome sequencing centre aiming to sequence the entire human genome in a fraction of time and costs currently required
	-	Issued a same day news alert to key science journalist to alert them to the fact that Solexa is working in this area
	-	Proactively followed up with key journalists to maximise contribution of Solexa to the breaking story
	Reacted to later reports surrounding Craig Venter’s venture by contacting journalists who covered the developing story
	Provided “for information” news alerts to journalists around the launch of Solexa’s website and technical conference presentations
	Capitalised on the resulting invitations to Solexa to author technical articles in leading trade journals
	Arranged meetings for Solexa with key influential media such as Financial Times
	Briefed Science Media Centre on Solexa so that they are in a position to direct media enquiries around 50 years of DNA as appropriate

Results

	Working closely with the media resulted in extensive coverage of Solexa in the press. Solexa has been mentioned, quoted or featured in a wide range of national, international, trade and online media including: The Sunday Times, Nature, BBC and CNN Online, GenomeWeb, BioArray News, Tornado Insider, Fortune Magazine, The Scientist and New Scientist
	Solexa’s Chief Technology Officer was invited to present on the opening panel at the 14th International Genome Sequencing & Analysis conference organised by The Institute for Genome Research (TIGR)
	As a result of the increased awareness, Northbank has placed a number of by-lined articles including European Biopharmaceutical Review, PharmaGenomics, Pharmaceutical Visions and Biotechnology Investment Today
	At a local level Solexa has featured in Cambridge Business Weekly and has been shortlisted for an Innovation in Biotech award in the Business Weekly East of England Business Awards

	other clients