An
expected 19,000-20,000 attendees at BIO 2006 in Chicago makes this venue an
attractive one for developing contacts, customers and clients. Many
organizations and companies focus on the use of the exhibit hall for this
effort.
Selexis SA, a Switzerland-based biotech company, first attended BIO in 2003.
Even though Selexis had the advantage of being part of the Swiss pavilion, which
helped to defray their costs, they did not have the experience and know-how to
use the BIO conference to their advantage. Selexis quickly realized that there
was more to BIO than having a booth in the exhibit hall and that they needed to
do more to get the most out of their investment in the conference.
Selexis contracted San Francisco based DNA Gateway International, LLP to help
them develop a successful strategy for using the BIO conference to the maximum
efficiency.
The multi-tiered strategy developed by DNA Gateway International for Selexis
includes:
1. Representation at the exhibit hall space: It's great to have a spot in the
exhibit hall. However, the space must be adequately staffed with knowledgeable
people who can effectively promote the company. Due to costs and human
resources, this can often be a challenge for small to medium size companies. DNA
Gateway International has represented Selexis at BIO exhibit booths in the US
and Europe.
2. One-on-one partnering: DNA Gateway International has
counseled Selexis on how to use the one-on-one partnering (BIO Partnering
System) to its advantage. Key tasks that DNA Gateway International has performed
for Selexis at the BIO business forum include:
a. Developing an on-line corporate profile which
effectively highlights both the Selexis' strengths and benefits of its
business to target partners.
b. Developing the partnering strategy for Selexis. This
effort includes reviewing the partnering company list and highlighting the
companies that best fit the Selexis preferred customers' profile.
c. Taking an active part in responding to requests for
meetings managed by the BIO Partnering System.
d. A senior-level DNA Gateway International member
participates in one-on-one partnering meetings. Since it's often best to
have two team members take the partnering meetings, DNA Gateway
International acts as a team member for Selexis and takes meetings either
with the Selexis CEO, Igor Fisch. In some cases, DNA Gateway International
represents Selexis alone enabling Selexis to meet with more companies.
e. DNA Gateway International develops and updates the
Selexis pitch for use during partnering and during company presentations.
3. Pre-arranged meetings: The DNA Gateway International team
also schedules pre-arranged meetings for Selexis outside the business forum.
This approach has value for a numbers of reasons: a) It allows Selexis to meet
with an entire team from the potential customer company. b) Meetings taken
outside the business forum allow for greater in depth discussions since these
meetings are not as restricted by the business forum format that only allows for
30 minute discussions. Selexis used this approach to their advantage in closing
a license agreement with Diosynth.
4. Social event management: And finally DNA Gateway International keeps track of
the invitations Selexis receives for the social events held on Monday evening at
BIO. Typically, Selexis receives 30-40 invitations. While we think one focus of
these sessions should be fun, there are other considerations to be taken into
account: Is the party hosted by a company where you want to develop contacts?
Are the geographic areas such as Asia or Australia that you would like to
learning more about?
Selexis SA
Selexis SA provides innovative and proprietary solutions for boosting
recombinant protein production thus decreasing the manufacturing costs
associated with recombinant protein drug production. Like many small companies
Selexis looks to make contact with companies who could be potential clients.
Selexis has used the partnering sessions to not only meet new customers, but
also to follow up with current clients. The one-on-one partnering meetings were
used in the finalization of an R&D license by Amgen.
Selexis CEO, Dr. Igor Fisch, says “the high level of the technology
understanding, as well as business knowledge, has allowed DNA Gateway
International to perform as 'team' members of Selexis at the BIO conferences.”
