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Case Study:

– TARGETRX: The Making of a Pharma Media Darling

healthcare public relations case studyPharmaceutical sales and marketing information company TargetRx (since acquired by ImpactRx) was looking to make a name for itself in the pharma press – among hundreds of much larger consulting companies and with no customer announcements or case studies (pharma marketers just hate giving away their “secret sauce”). LPP’s approach – make a superstar out of CEO Mike Luby. While Mike was arguably one of the most knowledgeable and personable execs in the space, even HE cringed when he heard a recording of himself during his first mock media interview. So, to prepare him for the company launch, LPP media trained Mike through real-world interview scenarios that helped him understand how to show his smarts around key industry trends and how to build trust and ongoing relationships with reporters. Capitalizing on his skills from his pharma sales rep days, Mike picked up quickly, and started to not only enjoy but master media interviews. With LPP pitching compelling points of view (POVs) that established him as a thought leader, Mike was able to weigh in a range of hot pharma topics and industry events, from sales force reductions to mergers and acquisitions to regulatory changes. Mike was quoted in close to 100 articles, making friends with reporters from The Wall Street Journal, BusinessWeek, Associated Press, Pharmaceutical Executive, PharmaVOICE, Med Ad News and Medical Marketing & Media – who liked his perspective so much they began calling HIM when big news broke. TargetRx’s coverage not only put them on the map in a crowded market, it opened doors from a sales lead gen perspective, driving access to more than 15 pharma C-levels. And if we’re lucky, Mike will still sign autographs for us here and there.

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