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Scientific and Corporate PR
Solexa - from spin out to listing
Brief
Solexa was a private UK-based company developing
and commercialising technology spun out of Cambridge University as the next
generation in sequencing technologies. Solexa'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. Northbank has worked with Solexa, providing PR and
communications consultancy for three years, coming on board during the
Company's early years to help with positioning and profile raising. With
access to US capital markets and customer base key to its future success, in
Autumn 2004, the Company announced that it intended to merge with US-based,
NASDAQ-listed Lynx Therapeutics, a Company that was commercialising highly
complementary cluster technology. This deal was completed in March 2005, with
the resulting combined Company retaining the name Solexa as a new
NASDAQ-listed entity.
Objectives
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In the formative years, to raise the profile and
awareness of Solexa amongst financial and commercial audiences to ensure they
were informed about the Company and position the Company as a leader in new
sequencing technology |
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To clearly communicate the future benefits of
Solexa's "disruptive" technology during product development |
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From the time that rumours of a merger emerged, the
objective of PR efforts became more reactive, aiming to manage media interest
and speculation |
Methods and activities
Prior to the merger, Solexa wanted to be positioned
as a leading player in developing new sequencing technologies. In the absence
of significant corporate or technical news flow and with the product launch
some years off, the strategy adopted included:
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Capitalising on relevant breaking news and events,
such as the 50th anniversary of the discovery of the structure of DNA in
2003, to raise awareness and gain coverage |
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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 |
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Communicate the pivotal role Solexa's technology
will play in the realization of the promise of personalised medicine |
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Proactively introduce Solexa's key executives to
key media and position as spokespersons and proactively seek article
opportunities to promote Solexa's technology |
Once news of the merger had emerged, Northbank's
role became more reactive:
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Advising on communications strategy, including
media relations, around the merger announcement |
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Liaising closely with Lynx' investor relations team
to ensure news relating to the merger was distributed in Europe immediately
following dissemination on the US wires |
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Managing and coordinating media response, dealing
with media enquiries and arranging interviews with Solexa spokespeople |
Results
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Working closely with the media has resulted in
extensive coverage of Solexa in the press over the time that Northbank has
represented the Company. 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, The Financial Times, GenomeWeb,
BioArray News, Tornado Insider, Fortune Magazine, The Scientist, New
Scientist, BioCentury, Genome Technology, Genetic Engineering news and the
New York Times |
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This has resulted in a steady increase in awareness
of Solexa's technology development and Solexa being positioned as one of the
leading players in the field. Media commentators on this area have followed,
and continue to follow, the Company's progress closely |
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The merger generated considerable media interest
and speculation in the specialist press, with regular status updates running
on GenomeWeb and in BioArray News. Widespread coverage was achieved both at
the time the intention to merge was announced and when the merger was
completed, including: BioCentury, New Scientist, Genome Technology,
GenomeWeb, BioArray News, In Vivo, BioWorld Today and Scrip |
7 March 2005
To discuss
our capability in this area please contact:
Sue Charles, CEO
+44 (0)20 7886 8152
s.charles[at]northbankcommunications.com
Credits
This project was implemented by Sue Charles and Rebecca
Todd
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