BIO-RAD Case Study

Bio-Rad Laboratories, Inc. (Bio-Rad) is a global leader in developing, manufacturing, and marketing a broad range of products for the life science research and clinical diagnostics markets. Based in Hercules, California, Bio-Rad operates a global network of research, development, manufacturing, and sales operations with over 8,200 employees and $2.8 billion in revenues in 2022. The company’s customers include universities, research institutions, hospitals, food safety and environmental quality laboratories, and biopharmaceutical companies. Together, they develop innovative, high-quality products that advance science and save lives.

Since 2018, Zyme has worked with Bio-Rad to elevate the profile of the Company and its life science research products, to support the generation of new commercial leads and increase sales revenues.

Tailoring communications and activities to engage with the target audiences, the PR programme has focused on raising awareness of key products and services across Bio-Rad’s Life Science business teams, spanning antibodies, bioprocessing chromatography, qPCR, western blotting and immunoassays, and drug discovery.

Key achievements across the PR programme have included:

• Developing and implementing a strategic communications plan, including regular review in line with the success criteria defined by the corporate and communications objectives
• Developing a well-defined Company growth story through targeted press releases and thought leadership content with coverage in over 40 of the top target life science publications and local media
• Tailored communications strategy for major company and industry milestones, including regulatory and academic partnerships, and enactment of the US FDA Modernization Act
• Defining a consistent messaging framework to align all materials, including development of a core communications toolkit
• Detailed market research to identify lead-gen activities that maximise impact with target audiences across multiple touch-points
• Providing copywriting support to ensure all materials are on message and in line with PR objectives
• Entries to a range of impactful and credible industry awards, including successful nominations to leading local and global award programmes
• Media relations support for conferences and events, including securing media interviews and briefing meetings at trade shows, and managing press attendance for Company-hosted events