Alnylam Pharmaceuticals
Alnylam is the leading company in the emerging field of RNA interference (RNAi) whose vision is to Harness a Revolution in Biology for Human HealthTM. Growing from its foundation as the world's first company focused on RNAi-based therapeutics, the company is built around the leading capabilities of its two operating units, Alnylam Pharmaceuticals of Cambridge, Massachusetts, and Ribopharma of Kulmbach, Germany. Over the last several years, RNAi has been identified as a fundamental cellular mechanism for gene silencing. The company's leadership in the field of RNAi is supported by its preeminent founders and advisors and its strengths in fundamental patents, technology, and know-how that underlie the commercialization of RNAi-based therapeutics. The company's focus is to discover, develop, and commercialize therapeutic products based on RNAi for a broad range of therapeutic indications including viral, oncologic, metabolic, CNS and autoimmune diseases. The company's mission is to lead research in the field of RNAi, to build the leading pipeline of RNAi-based therapeutics, and to emerge as business leaders. Its global headquarters are in Cambridge, MA.

Objectives
Alnylam was merging with a German competitor, Ribopharma. Combining two of the leading players in the emerging field of RNAi therapeutics provided significant synergy. Halsin was approached to handle the European communications program with the following objectives:

• To raise awareness of the merged company, Alnylam Holdings, as a leader in the RNAi space on a global basis
• To highlight the enormous therapeutic impact that RNAi may have on human health
• To manage multi-language communications in English and German
• To support the financing that coincided with the merger transaction

Method
To meet Alnylam’s objectives, the media strategy needed to have an impact both globally and in the local German market. This challenge was met by approaching the Wall Street Journal with an English exclusive, Handelsblatt with a German semi-exclusive and local newspapers in Kulmbach with a semi-exclusive. This first tier of outreach was supported by general outreach to biotech reporters throughout Europe, financial and trade press.

Results

• Exclusive article in Wall Street Journal appearing in US, European and Asian versions
• Exclusive article in Handelsblatt
• Extensive German coverage, including local Kulmbach press
• Significant pick up in other European countries including UK, France, Belgium,Spain, Greece
• Interest by publications with planned RNAi features at a future date
• Continued interest in the company by European press