An alliance between two Ohio firms has produced a communications venture targeted at the medical device, biomedical, and pharmaceutical communities. X2 Medical Media (Cleveland; www.x2medical. com) is the offspring of an initiative-based marriage between X2 Media (Twinsburg, OH; www.x2media.us) and Stevens Baron Communications Inc. (Cleveland; www.stevens baron.com).
“We start off with the umbrella of producing presentations for clients who are trying to get FDA approval of their medical devices and pharmaceuticals,” says Ed Stevens, president of Stevens Baron. “We have pretty much merged with X2 Media, and they have successfully made about 20 of these presentations. But we wanted to do more than just the presentations; we have the ability as a public relations firm tied into an international network to provide broader public relations support.”
Among the major focuses of X2 Medical Media will be helping companies gain FDA approval. Meeting with the FDA advisory committee is a crucial step in bringing a product to market, according to the firm. The company offers intense preparation for the meeting in order to ensure that the presentation goes smoothly.
Presentations are streamlined and managed through the use of the company’s proprietary MedtraX2 presentation process, according to John Hornyak, CEO of X2 Media. Included in the preparation process is the evaluation of content, as well as the determination of which information and statistics to integrate into the presentation. Establishing an effective flow by storyboarding ideas is also standard procedure. Furthermore, mock meetings are scheduled in order to acclimate clients to the pressure and environment associated with an FDA meeting.
The firm also offers a bevy of marketing services once a product is approved. Ranging from public relations, to advertising, to white papers, to branding and labeling, X2 Medical Media runs the gamut in services aimed at bringing products to market. Because of the demand for communications-related services, the company even maintains a medical writing– trained staff.
The company met with a positive response and significant interest at Bio 2006, according to Stevens. “We’re excited to serve the industry and are staffed well enough to get the job done when we’re called,” he adds.