CSG CASE STUDY
THE FORSYTH INSTITUTE
The Forsyth Institute is an international biomedical research and education organization founded in Boston in 1910 as a dental infirmary for children. In the late 1950s Forsyth shifted its focus to research on oral and craniofacial disorders. However, the Institute remained known only as a provider of dental care with little recognition for its groundbreaking scientific work. Surveys of reporters and other influencers revealed little to no recognition. Yet, a higher profile and redirected public understanding were needed in order to enhance the Institute’s ability to recruit post-doctoral students; develop the Institute’s fundraising capacities; attract effective and active trustees to an expanded Board; enhance business partnerships; cultivate local politicians and community groups; and to aid its scientists in winning grants.
Develop and execute an ongoing media relations plan appropriate to Forsyth’s strengths, stories and capabilities.
Develop mission statement and goals
Wrote and released the following:
Halloween Treats and Teeth: Sweets or Starch? (October 23, 2000)
In one six month period, Forsyth was featured in more than 80 stories in local, national, international, industry, and professional print, broadcast and Internet media.
Nearing the end of 2002, Forsyth has been featured in hundreds of articles and broadcasts worldwide. Print outlets carrying stories about Forsyth discoveries include BioWorld Today, The Boston Globe, Boston Herald, Business Week, Los Angeles Times, Newsweek, The Times of India, and The Times of London, among others. Broadcast outlets that have carried news of Forsyth’s work include the British Broadcasting Corporation, Cable News Network, National Public Radio, CBS Evening News, WBZ-Radio and Television, WBUR-Radio, WCVB-TV, among many others.
A recent random survey of healthcare journalists, Boston-area healthcare professionals and other “influencers” shows a significantly heightened level of awareness of the Forsyth Institute and its research initiatives.
Journalists are now calling Forsyth and its consultants for updates on activities.
Large corporations are expressing interest in Forsyth discoveries as investment opportunities.
In 2001, CSG was awarded two prestigious Publicity Club of New England Bellringer awards for the work conducted on Forsyth’s behalf.
Speaking platforms: In planning phases with the Royal Society of Medicine, London; Scottish biotech industry association, Edinburgh; and the World Health Organization.