Oncolytics Biotech is a Calgary-based biotechnology company focused on the development of oncolytic viruses as potential therapeutics for use in a broad range of cancers. The company is conducting clinical studies using REOLYSIN®, its proprietary formulation of the human reovirus, in some of the most prevalent forms of the disease including lung, colorectal, and pancreatic cancers.
As an innovative biotechnology company whose research is unique to the market, analysts and investors, Oncolytics Biotech needed a content marketing strategy to convey their process and solution in an easy-to-understand, interesting and engaging content. Pace Creative developed a custom content marketing strategy that was build on an audience analysis, content strategy, promotion channels and engagement tactics to craft appealing messages for various targeted audiences. The executed strategy allowed Oncolytics Biotech to stand out as a thought leader.
How can we clearly communicate the drug creation process to investors and patients, while keeping them interested?
Pace creative took time to develop the strategy, creating an industry analysis, personas, themes, the journey, content strategy and a tactical mix to share the drug creation process with potential investors and patients.
Next, we focused on generating targeted content to be used across all communication channels.
In addition, we developed promotional campaigns specific to social media.
The efforts paid off with improved social media engagement metrics - up by over 2000% in the first 6 months "comments, shares, likes."
Not to mention, the campaign increased follower counts by over 80% to date.
Within the first months, the stock price also saw noticeable improvement, up about 15% on average.
Additional benefits included media coverage, such as invitations to guest blog and appear on a podcast, and increased brand awareness as seen by brand reach.