Biogen Idec

Already known as a global leader in the development, manufacturing and commercialization of novel therapies, Biogen sought to improve its scale and business prospects by merging with Idec, a small but powerful pharmaceutical company.

The merger was highly publicized and the new company, Biogen Idec, looked to Morrissey & Company to help it establish a stronger reputation as a leader in innovative biotechnology research and development. The program focused on developing a communications plan designed to solidify Biogen Idec as one of the top pharmaceutical companies in the world. This multinational plan included:

• Research to pinpoint the people and topics most likely to benefit from communications support during the year after the merger.
• Publicizing select research developments in appropriate scientific trade publications in order to underline the scientific foundation behind the company’s business development goals.
• Aggressively identifying and pursuing opportunities to make scientific news stemming from discovery research, particularly the progress of scientific and research partnerships with other reputable biotech companies.

Results

Visibility and awareness surrounding Biogen Idec’s scientific expertise measurably increased during the initial phase of the program.

The company announced four times as many new partnerships and collaborations in 2004 than in the previous year. Media coverage of the company’s scientific news appeared in Bio-IT World, BioWorld Today, and Innovation Report, among others. The success led Biogen Idec to assign Morrissey & Company increased responsibilities for strengthening awareness of its scientific prowess in 2005.