Why one reporter’s philosophy may mean ASCO 2019 isn’t as far away as you might think.
This month, more than 35,000 of the world’s foremost cancer specialists — doctors, scientists, pharma executives, patient advocates, investors, marketers, reporters and more — converged in Chicago for the ASCO Annual Meeting, considered the premiere international forum for the presentation of scientific research and state-of-the-art education in clinical oncology. The five-day meeting features breakthrough research, clinical trial outcomes and trend analysis, and offers a comprehensive view of the incremental progress made in the fight against cancer over the past year.
Getting data "seen" is a must, but its not easy
While this year’s meeting has just come to a close, we are already looking ahead at ways to cut through the clutter at this prominent meeting as companies begin to plan for 2019. Reporters, journalists and influencers drive oncology to the forefront of the health news cycle during ASCO. So we went straight to the source, contacting some of the industry’s most influential reporters in oncology, business and consumer health to better understand the most effective ways to get their attention.
According to Fortune, ASCO has “ballooned into one of the most — if not the single most — significant biopharma convention in recent years.”Given the tremendous size of the meeting and scope of news and data consistently anticipated, “being seen” at ASCO can be a major challenge.
We asked reporters a handful of simple questions:
• How do agenda-setting reporters approach the conference coverage? Are there opportunities beyond data?
• What should pharma and biotech companies do to stand out and break through the ASCO clutter, yet be credible?
• What communications tactics do you think are a distraction or a waste of time?
Five key areas were consistent across the conversations – here is what we heard:
1. ONE SIZE DOES NOT FIT ALL
These are contrasting preferences we’ve heard from various top-tier and trade reporters. “Not every sure thing is a sure thing. More and more journalists don’t want the story that everyone else is [going to] cover,” explained one reporter from a health business wire.
Bottom line: Do your homework and know the gatekeeper to reaching your audience: the reporter. Review how the reporter and outlet have covered ASCO in the past, take a look at the assets they used around the meeting in previous years, and also review recent articles they have written in the space. Armed with this knowledge, do your best to provide individualized offerings – let the reporter know upfront that this information is unique and relevant. Time consuming for sure, but you will reap the benefits in the end.
2. CONSIDER THE BIG PICTURE
So you have great data. Now what? “The issue for us is always the ‘so-what.’A lot of people have good data; it’s knowing the implications of the data that’s key for us,” said one journalist. Articulating what is important about the data beyond the numbers, why it matters, why it may make a difference in patient care or what it could mean for the company, are all key to garnering coverage.
Bottom line: This is what we call driving the “impact factor” in your outreach. For example, if you’re targeting top-tier national reporters, drive home the implications that will resonate with their audience, e.g., strong data that will impact a broad target audience. If you’re trying to reach physicians/trades, what are the clinically meaningful or practice-changing results? What are the
3. MAKE THE MOST OF CURTAIN RAISERS
The curtain raiser is ubiquitous, and some companies have no choice but to list 10, 25 or even 50 abstracts. Reporters informed us the format of a curtain raiser might determine whether it is used or ignored, and a correlating pitch note can change that trajectory. “Curtain raiser press releases could be dramatically improved by prioritizing the most significant…or practice-changing results, as opposed to listing all of the abstracts.”
Bottom line: This is where the pitch letter should be used as a tool to highlight or summarize the most noteworthy abstracts, tailored to that particular outlet (see #1 for additional background on these suggestions). Around ASCO, reporters receive a massive volume of press releases, so presenting the data in a way that is easier to review is key – provide abstract numbers, include direct links and know what your target is looking for (see #1). As one reporter told us, “Abstract numbers make our job much easier and providing links to the abstracts is ideal.”
4. OFFER SPOKESPERSON OPTIONS
Many companies are accustomed to offering key internal spokespeople, but it is imperative to think beyond the voice of the company, and consider preparing an external key opinion leader. What happens when you offer your company’s CEO and the reporter responds with a request for a trial investigator? “While it depends on the story, I often prefer to interview the investigator as opposed to the CEO or CMO,” expressed a health business wire reporter for a top-tier outlet. On the patient side, a top-tier consumer health reporter told us that they almost always prefer a doctor to a company spokesperson, and find it most compelling to also speak with a patient, whenever possible.
Bottom line: Identify your spokespeople early, prepare them for interviews and have them at the ready for reporter requests.
5. PLAN AHEAD: USE TIME TO YOUR ADVANTAGE
Although news changes fast as each annual meeting nears, reporters view ample preparation time as an advantage and embargoed interviews provide them with a cushion to develop well-researched stories or recognize overarching themes. “The process starts really early,” explained a conference reporter for The Pink Sheet. “We are thinking about the next ASCO as soon as one ends.”
Bottom line: Don’t skimp on background briefings. Leading up to ASCO, time is tight for both reporters and investigators but it’s important to prioritize this foundational component for interviews before the meeting begins. As advised by a leading oncology trade magazine, “there is no room for last minute background interviews.”
For any company with an offering in oncology, mastering ASCO communications is a must. Reporters rely on companies for content, and look to public relations professionals to help them sort through the thousands of abstracts and cut through the clutter. By using the above insights and tips as a guide, communicators can collaborate with reporters to help make sure the stories that need be told are told appropriately to the right audiences.
