Case study: Genicon

Macro Coverage of Microarray Toolkit

The media relations blitz led to increased sales, but more important for the short term, the company successfully raised a third round of financing after the agency placed client stories in non-scientific publications more likely to reach potential investors.

Despite the complexity of the science, Genicon was featured as the lead story on the front page of The San Diego Union-Tribune's business section and the article was picked up by Copley News Service and distributed nationally. Several nanotechnology and investments publications, including The Forbes/Wolf Nanotechnology Report, Small Times and Microengineering and Nanotechnology, ran profiles of the company.

Genicon Sciences was also featured favorably in a front-page story in Venture Capital Journal. While the VCJ story was far from positive about nanotechnology, citing several failures, Genicon Sciences was singled out as one of the few successful commercial and investment strategies in the industry. And following the campaign, Genicon Sciences was regularly included in articles and industry reports about nanotechnology and the life sciences, even when they were not the focus of the story.