CLIENT
Advanced Viral Research Corp. - a biopharmaceutical company committed to researching, developing and bringing to market new therapies for viral and other diseases - needed a comprehensive communications program to present itself as a major innovator within the pharmaceutical, media and investor arena.

GOAL
Build shareholder recognition and value by enhancing the Company’s corporate image within the investment, industry, trade, scientific, consumer and interest group communities.

STRATEGY
Create a strategic marketing and communications program necessary to present ADVR’s Product R as a potential emerging new therapy in the treatment of viral and other diseases and conditions such as HIV/AIDS, human papilloma virus, rheumatoid arthritis and cachexia with the media, investors, scientists and the pharmaceutical industry.

AUDIENCE
• International investor community
• Venture capitalists and financial institutions
• Regulators and appropriate legislative bodies
• Prospective coalition partners, including disease and social groups
• Prospective business partners, joint venture candidates, technology companies
• General, business, scientific, trade and special interest media

TACTICS
• Develop professional communications materials that effectively communicate the stories, mission and potential of Advanced Viral Research Corp.

• Create an integrated marketing communications campaign surrounding the progression of Product R through various phases of clinical testing.

• Build Product R awareness in general consumer, trade, business, scientific, investor and special interest audiences through broad “earned media” exposure.

THE PROGRAM
Corporate Logo
As part of developing ADVR’s new corporate image, redesigned the Company’s original logo with a design that reflects both the spirit of the new millennium and the Company’s commitment to develop and market therapies for viral and other diseases.

Media/Investor Kit
Designed, researched and drafted a comprehensive media and investor kit with custom pocket folder that profiles ADVR, Product R history, scientific developments and market potential. Also researched and developed comprehensive database of contacts in the scientific, business, investor, pharmaceutical, financial and special interest arenas. The kits and regularly issued press releases were mailed to 350 targeted contacts and are widely distributed as an informational piece by the Company.

Web Site
Completely rewrote and redesigned the Company’s web site. The new site is now user friendly, easily navigable, attractive and includes new features such as real-time posting of corporate news releases and link to the Company’s SEC filings. Investor, corporate and media feedback on the new design has been extremely positive.

Roadshow Presentation
Created a comprehensive briefcase presentation intended to present the media, investors and other audiences with information on Product R history, scientific developments and market potential; and the scientific and business expertise of ADVR executives.

Earned Media
Through regularly issued press releases, media kit distribution and follow-ups, Product R is receiving attention from major print, television and radio media nationwide. Earned media included:

• Coverage in: AIDS Weekly, Drug Week, Blood Weekly, Virus Weekly, Biotech Week, Health & Medicine Week and Immunotherapy Weekly.
• Additional coverage in: The Rockland Journal and R&D Focus Drug News.

RESULTS
ADVR continues to make progress in clinical testing and the Company continues to attract new investors and funding. Additionally, Product R continues to attract media interest in many general, scientific, industry and special interest media.