Eiler Success Stories

Genetics Squared

Client Background

Genetics Squared, G2 as it is known, provides a high value analytical service to pharmaceutical and biotechnology companies by actively seeking to in-license failed or abandoned oncology drugs that are good candidates for subpopulation identification and redevelopment. The company pursues strategic partnerships with companies seeking therapeutic areas outside of oncology, such as inflammation and CNS, as well as with companies that are pursuing diagnostic and prognostic applications not tied to a specific therapeutic candidate.
Situation

We had worked with the CEO of the firm, John Freshley, at companies where he was engaged in business development and marketing. The G2 technology was proven and the firm needed to become know for its ability to rejuvenate product development programs in pharmaceutical firms where earlier work was incomplete, or abandoned. G2 uses computers rather than wet labs to do drug discovery and analysis.
Strategy

We developed a simple and far reaching program of news releases, speeches and papers for important publications. We helped G2 to carefully define its target groups for marketing its capabilities and the people at those organizations who were most responsible to help review and either fix or abandon prior research efforts for various products.
Tactics

An ongoing series of news releases, speaking engagements on scientific panels and articles for professional journals results in fast-growing awareness and solid interest in G2. We helped G2 determine which outlets best helped get their message in front of potential buyers of product and/or business partners.
Results

G2 rapidly became known for its capabilities and was able to meet with and make proposals to a range of firms to its assistance in evaluating new ways to develop and market biotech programs that had faltered.