Case Studies

NPS Pharmaceuticals & the NY Times

InfoWorld Magazine

NPS Pharmaceuticals
& the American Chemical Society

euro909.com

NPS Pharmaceuticals
& the NY Times

 Not all publicity efforts produce instantaneous results. In fact, most major PR results take a long time.

A prime example of this is a New York Times article about natural drug sources. As part of Politis Communications’ work for NPS Pharmaceuticals, (formerly known as Natural Product Sciences), the agency worked with a reporter for more than five months on the idea of natural sources providing new leads for future pharmaceuticals. Politis Communications fed him information about NPS, its competitors, industry analysts and virtually any appropriate information or material we could gather.

After five months, he finally said the article was done. But, he added, he was looking for some “sexy” artwork to go along with the story. We proposed a picture of someone milking a spider, which he accepted. Within 48 hours Politis Communications had arranged a photo shoot, selected potential photos, and delivered the photos to the reporter (along with possible captions).

The photo and caption ran on the front page of the business section nearly six months after initial contact with the reporter and happened to break the day NPS announced it had landed $5 million in a venture capital investment, its first such VC funding. Three months later, NPS closed on an additional $4.75 million VC investment. NPS stock is now traded on the NasdaqStock Market under the symbol NPSP.
     
 
 
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