Case Studies

E. Boineau & Company
Case Studies

Following are three case studies which reflect experience at times when we were charged with making a big impact on behalf of formidable clients-locally, regionally and nationally. There are numerous other examples- national and local, if more information is desired.

Navigational Sciences ( Charleston, S.C.)

Challenge:

An upstart company with the license to cutting-edge, new generation secure wireless communication technology needed help establishing credibility, validity and awareness for their endeavor to turn patents and licensing in wireless communications technology and protocol into product. E. Boineau & Company joined forces with Navigational Sciences (NavSci) as they positioned themselves for the transition from research and development efforts to wide-scale production and distribution.

As the company was virtually unknown in the technology field, but held a license to formidable technology with multiple applications, the challenge was two-fold: to create awareness and brand identity for NavSci as a technology developer and provider; to work with the marketing team at NavSci to identify the applications that would be produced and marketed; and to develop a plan for marketing these applications.

Approach:

E. Boineau & Company employed a strategic, ground-up approach to building an identity for NavSci. This began with a messaging and branding session held with key personnel, our team and later an outside graphic designer. From there, a positioning platform, supporting messages, then full media kit, Web site and print collateral evolved.

Simultaneously, an extensive data base including all relevant media contacts- local, regional and national- was developed and prioritized for personal outreach and pitching. E. Boineau & Company targeted key media in the technology sector and reached out via individual pitches and dissemination of timely information, via press releases, updated backgrounders and FAQs, including tough FAQs, as appropriate. An example of a timely news release would be announcing the signing of a key patent with Oakridge National Laboratories for the licensed technology. Additionally, key alliances were formed, including work with the communications officers at Oakridge National Laboratory and with the Charleston Regional Development Alliance’s (CRDA) New York-based PR agency.

As the major trade show for this sector approached, research was conducted by E. Boineau & Company to assess a range of relevant information to aid in show strategy, including booth costs and location options, past media attendees, media protocol for the show, guidelines for press room materials and access, as well as availability of press conference forum and whether there was a possibility the show itself might co-op in a key announcement timed with the show.

A full list of media in attendance at previous shows was obtained, along with a list of those registered to attend the current show. Key media were identified and outreach begun to secure individual media opportunities during the show. Unfortunately, due to a shift in the direction of NavSci related to a licensing delay that would have made the timing not as fortuitous, this trade show attendance was canceled, with counsel and input from E. Boineau & Company.

Results:

Although the company shifted direction after significant efforts were underway, a heightened image for the company had begun to emerge in the form of a New York media tour, which was scheduled in conjunction with Charleston Regional Development Alliance (in part due to our contacts there having targeted them with our releases), to include outlets such as the New York Times and other national media outlets based there.

Other highlights include the Charleston Regional Development Alliance having featured NavSci founder Eric Dobson in a video promoting the area’s business climate for entrepreneurs. The video continues to run on the CRDA Web site. Further, several key writers in the technology sector indicated strong interest in meeting with NavSci during the aforementioned trade show. On the local level, NavSci was honored with the Charleston Regional Business Journal’s Innovators 2006 Award, and articles and briefs highlighting the work of NavSci appeared in outlets including the RFID Journal and The Financial Times.

Novoste, Inc. ( Norcross, Georgia)

Challenge: Novoste Corporation of Norcross, Georgia, develops advanced medical treatments for coronary and vascular diseases and reported to be the worldwide leader in vascular brachytherapy - radiation therapy delivered inside a blood vessel to prevent its reclosure (restenosis) following balloon angioplasty. The “Beta-Cath System” is primarily used to treat patients suffering from "in-stent" restenosis, a condition whereby coronary stents become blocked with new tissue growth. It is estimated that approximately 150,000 patients in the U.S. need treatment for this condition annually.

Back in early summer of 2001, Novoste medical experts learned that a bombshell announcement was to come from a major brand competitor scheduled to announce results from clinical trials on a new way to treat restinosis – via drug- coated or eluting stents- news that could have put Novoste out of business.

Come September, at the European Society of Cardiology (ESC) in Stockholm, Cordis (the Johnson & Johnson company that pioneered cardiovascular stents) was to announce results from a landmark European study suggesting the CYPHER™ Sirolimus-eluting stent dramatically reduced the incidence of restenosis (re-blockage of arteries) to zero after placement in patients with coronary artery disease. Known as the RAVEL* study, the data confirmed that the Sirolimus-eluting stent showed great promise in the treatment of coronary artery disease, and represented a major breakthrough in the fight against restenosis. The long-term impact on clinical practice could be immense. The potential for impact on the competition was daunting.

Approach:

Novoste hired the healthcare team at Fleishman Hillard ( an Omnicom agency), in Atlanta, led by Elizabeth Boineau, to aggressively prepare an offense to shore up the strength of Novoste’s U.S. FDA approved device, which was here and now, vs. a therapy that was new, in spite of profound trial results, was still some time away from coming to U.S. shores.

The team began to develop powerful messaging to better position the Novoste product, which was the proven already in- cath lab brachytherapy model, juxtaposed to the “coming soon” drug- eluting stent that was J&J’s.

Messaging, proof points, talking points, FAQs, and tough FAQS were developed and expert sources were assembled. Prominent physicians were recruited to tell the Novoste story with third party power and objectivity, They all went through initial telephonic media training for message prep, and they, along with key spokespersons from Novoste were media trained in advance and then on site at the conference.

Research was done on ESC conference protocol for media (past attendees and any info on enrollees available), press kit placement, media room access, press conference room, set up and timing/ access, interview rooms and the like. A freelance writer, who had previously been with UPI, was hired to cover the show for Novoste, and would work on –site under the direction of Elizabeth Boineau, who attended the show to oversee all media strategy and interface. Novoste itself had little presence on the show floor, but used the show to strategic advantage hour to hour, attending the J&J announcements and presentations, gathering data and tweaking talking points to present a better offense against the threat that was ahead when the major announcement of Sept. 1 was to be made.

Results:

The press room was stocked and replenished many times with Novoste materials, Novoste’s third party expert sources were briefed and media trained on site. One-to-one briefings with key media were held, and it was decided on-site to host a four panel “press briefing” on the brachytherapy model (of which Novoste was the leader). Elizabeth trained the presenters, developed the agenda, acted as facilitator and elicited answers from the panel that fed the news that ideally the client wanted to see in print.

The most powerful outcome was from the Wall Street Journal lead healthcare reporter, now deputy news editor for health and science, and senior medical and health care writer, who attended and covered the story ( and still covers the subject today) the last line of which came straight from the messaging, delivered in the form of a quote from one of the expert doctors from Boston’s Brigham & Women’s Hospital, Daniel Simon, who noted that brachytherapy was here today and a proven methodology and the drug coated stent trials, though seemingly landmark, were way too early to predict (in terms of long- term safety and efficacy, in essence) and not then even available in the U.S.

Some skepticism still remains this many years after the approval and widespread use of the drug coated stents, which Cordis pioneered. Recent controversy suggests that they carry a high risk of potentially fatal blood clots. Physicians have urged caution over the indiscriminate use of first-generation, drug-eluting stents and remind their peers to stick with tested indications and not overextend this modality to any patient. Initial skepticism we helped to plant has been sustained.

Presideo, Inc. ( Melbourne, FL)

Challenge:

Presideo, Inc., of Melbourne, Fl., an Internet infrastructure services company that specialized in digital identity management offering authentication services utilizing biometric identifiers unique to each individual, such as fingerprints, retinas, voices and facial features to authenticate users, was virtually unknown. Presideo was part of Safeguard Scientifics, Inc., a partnership company that developed high-technology services as a part of its Internet infrastructure market business incubator.

Presideo's “Trusted Space” authentication products aimed to serve a wide variety of customers in the e-health sector, securing healthcare data exchange over the Internet and their suite of Internet trust services performed a series of processes that allowed users to safely access confidential information and conduct secure online transactions. Presideo's products could perform all authentication-related functions, and its credentialing service would verify physicians' good standing to allow access to confidential information.

The changing face of healthcare and HIPPA demanded that healthcare companies maintain a secure, trusted digital environment like never before, so positioning Presideo as the answer to the changes in the healthcare arena was core to the communications strategy.

The company had a solid product and was timed strategically for entry to the market, so putting Presideo “on the map” at an early stage for HIPPA and positioning them as a leader in the integration and application of biometrics in the healthcare industry was the clear objective.

The company further wanted a higher profile to be more attractive to strategic partners also playing in the healthcare space. This was part of the overall objective of raising awareness, credibility and a building a stronger corporate reputation for Presideo.

Approach : Fleishman Hilliard had just almost lost this account when Elizabeth Boineau joined as SVP running the healthcare and healthcare tech practice for their Atlanta office. Her first assignment was a trip south to resurrect the account, which was accomplished.

The healthcare group, with her hands-on and accountable approach, got the account running again and moving towards the formation of messaging, positioning, full media kit, content for the Web site, targeted media list of mostly national trade, business press and industry analysts covering the space. Select trade shows were evaluated for their timing, cost and fit with strategy. Press releases were issued regarding key business announcements and as milestones were reached. In all cases, Presideo was positioned as a leader in bringing convenience and efficiency in biometric authentication and digital certificates to the highly regulated healthcare industry.

Results:

The company was in the scope of key industry analysts and high-level media including major business magazines such as Newsweek, Time, Fast Company and Business 2.0, and the heightened profile led to a strategic alliance with Trizetto.

In this case, TriZetto incorporated its HealthWeb portal and ASP services into Presideo's complete suite of Internet trust services. The move gave TriZetto an end-to-end e-business process that protects information stored and exchanged over the Internet. Presideo’s 'single sign-on' functionality required the user to input his or her biometric once only, where it would travel throughout TriZetto's hosted services, limiting redundant entries and unnecessary delays for busy healthcare professionals.

This was typical of the type of alliance that led to Presideo’s success. A solid and consistent profile at targeted trade show events, in meetings with analysts and in briefings with media sustained interest in the company and its “Trusted Space” product.  

Avian Conservation Center/ Center for Birds of Prey (Awendaw, S.C.)

Challenge:

The Center for Birds of Prey, and the umbrella organization known as The Avian Conservation Center, sit on a new 152 acre campus north of Charleston, providing medical care for injured wild birds, scientific avian research, and conservation initiatives, such as the nationally funded Oiled Bird Treatment Facility. These important environmental programs and initiatives are undergirded by donors, grants and essential community support via membership and annual fundraising efforts.

A comprehensive educational program that involves significant outreach to the community (with a small staff of nine and cache of 80 active volunteers) became essential to help carry back the critical message of the significance of birds, not only as beautiful members of nature, but as formidable indicators of overall environmental health.

Our work began in February for tours that would start in May, 2008, whereby the public would have the opportunity to tour the facility, learn more about the role of avian life and its importance in ecological health and meet some of the exotic birds who come here to rehabilitate from all over the region. Visitors learn about avian science and environmental conservation and perhaps become better “citizen scientists” by carrying back the word about this relevant aspect of wildlife conservation and its impact on the environment.

Another landmark event coming we are slated to support is the opening of the Paolozzi Owl Woods Garden, made possible by a donation from the estate of a prominent philanthropist who had a special love of owls. The Spaulding Paolozzi Foundation has donated $500,000 to construct a garden and outdoor facilities featuring these exotic and curious birds from around the world.

Over several fast paced months, we helped to coordinate details of ticketing to the public (where some groundwork was initially laid with officials at the CVB) to begin promotion, and also to plan an event to both celebrate the Owl Wood Garden and court additional support from high-end donors.

This, in addition to ongoing outreach to the media, ideally looking ahead to develop an annual event/new angle/editorial opportunity calendar, were the primary focus.

Developing messaging (from existing materials) and a media kit was the first step to describe this new stage of the Center’s development. Tightening up and the news room on the Web site to aid in more substantive media outreach was also recommended and overseen.

Our audience was the general consumer, conservationists, environmentalists, business and civic leaders, influencers, potential donors, and professionals in the trade of avian conservation and care. Our objectives were to

sustain higher profile, awareness and credibility to help generate community and donor support for the mission and importance of the Center for Birds of Prey at the Center for Avian Conservation through strategic, timely and targeted outreach to select media. We were also charged with stimulating interest, anticipation for launch of initial ticket sales through media attention as well as strategic marketing and coordination of promotion with key travel partners.

Results:

According to a headline in the September 29 issue of the Charleston Regional Business Journal, the center has attracted thousands of visitors since it opened in June for three day a week tours and expects to reach 75,000 annually within a few years to see the roughly 100 raptors in residence there.