Our work
Citeline
Citeline, formerly Informa Pharma Intelligence, is a pharmaceutical analyst group that has been retained by Diffusion since 2017. At the onset of the campaign, Diffusion was tasked with establishing the company’s US presence and building relationships with key business and vertical media to ultimately win the share of voice among competitors. Over time, the Diffusion and Citeline teams have worked together to not only secure top share of voice for the company year after year, but also to navigate a complex media landscape, the impact of COVID-19 on the industry (and the world at-large) and multiple mergers & acquisitions at the corporate level.
Insight & Idea
Diffusion knew the key to breaking through to media in the US would be building long-term relationships with reporters who would look to us repeatedly as sources for every critical media topic – and fast, given the breakneck pace of the biotech and pharmaceutical market.
Diffusion created custom content based on upcoming Citeline reports that were bite sized and media friendly, matching our latest research with the upcoming media agenda. Additionally, Diffusion underwent an issue jumping campaign to capitalize on the media moments happening in the pharmaceutical industry. By tying Citeline to breaking news the team offered valuable unbiased commentary rooted in data and expert analysis to media when they needed it most.
With the onset of the pandemic, Diffusion made Citeline the go-to experts providing accurate information on a growing crisis. Through custom research, media events and a media tour for spokespeople, we built on existing relationships and reached new media to further solidify our authority as experts. Diffusion monitored the daily, breaking news cycle to conduct a series of ‘issues jumping’ and insert Informa Pharma Intelligence subject matter experts into applicable news stories regarding the COVID-19 pandemic.
In addition to a consistent media relations program, Diffusion also helped Citeline navigate both a merger and an acquisition in less than 12 months. Formerly Informa Pharma Intelligence, Citeline was once part of the Informa umbrella of companies. Diffusion worked with Citeline on the rebrand and messaging for each announcement, drafted executive communication and press materials, liaised with media, and undertook an aggressive re-education program with reporters to ensure share of voice wasn’t diminished by name confusion.
Impact & Action
Since 2017, Diffusion has secured over 500 pieces of coverage for Citeline, consistently increasing the quantity of coverage each year without sacrificing the quality. After the first year of the campaign, Citeline was consistently securing top share of voice amongst its competitors.
Diffusion’s COVID-19 thought leadership campaign specifically secured 140+ pieces of coverage in outlets including CNN, Associated Press, Fortune, Bloomberg, Reuters, USA Today and more, generating a total reach of over 3 billion impressions and increasing overall traffic to the Informa Pharma Intelligence homepage by 24%.