How PR Established Champions Oncology as a Thought Leader in Radiopharmaceutical Development

Champions Oncology is a technology-enabled global CRO that is accelerating the development of next-generation oncology therapeutics. With a clinically relevant living bank of over 1,500 patient-derived xenograft (PDX) models and a proprietary data platform containing over 2 billion curated data points, Champions provides unparalleled insights to guide drug development from discovery to clinical success.

Industry: Oncology / CRO

Services: PR

Challenges

As Champions Oncology prepared to enter the rapidly expanding radiopharmaceutical services market, the company faced a critical go-to-market challenge. Radiopharmaceutical development was emerging as a high-growth, high-investment area within oncology R&D, with significant revenue potential for CROs able to demonstrate credible expertise, infrastructure, and scientific leadership. While Champions Oncology possessed deep translational expertise, clinically relevant PDX models, and a strong data foundation well suited to radiopharma development, it had not previously been positioned in the market as a leader in this space. The challenge was not awareness of the Champions brand, but establishing immediate credibility and authority in a new service area where sponsors are highly risk-averse and partner selection directly impacts clinical success. To capitalize on the market opportunity, Champions needed to rapidly position its radiopharmaceutical services as market-leading, clearly differentiated, and strategically essential to drug developers navigating complex regulatory, logistical, and translational hurdles. A focused PR strategy was required to support this market entry by shaping perception early, signaling scientific leadership, and reinforcing Champions Oncology’s role as a forward-thinking partner capable of driving revenue growth in one of oncology’s fastest-growing therapeutic areas.

Solutions

Our PR strategy was designed to reposition Champions Oncology as a premier, data-driven authority in advanced oncology research. The campaign focused on showcasing their unique scientific expertise and proprietary platforms through a sustained, multi-phase thought leadership initiative that capitalized on key industry developments.

Phase 1: Launching a Differentiated Platform

We kicked off the campaign by announcing the full commercial launch of Champions Oncology’s radiopharmaceutical services platform. The announcement, covered by publications like The Pharma Letter, highlighted the completion of the company’s radiochemistry infrastructure and the successful screening of over thirty PDX models. This established a strong foundation, immediately positioning Champions as the only preclinical CRO to pair radiopharmaceutical testing with clinically annotated PDX models.

Phase 2: Capitalizing on Regulatory Momentum

When the FDA released its new draft guidance for oncology therapeutic radiopharmaceuticals, we leveraged the opportunity to establish Champions Oncology as a key industry voice. We secured multiple thought leadership placements for Chief Commercial Officer Mike Ritchie in outlets like Pharmaceutical Technology and BioSpace. In these articles, he provided expert commentary on the guidance, explaining its impact on clinical trials and positioning Champions as a forward-thinking partner capable of navigating the evolving regulatory landscape.

Phase 3: Sustained Thought Leadership and Media Presence

Building on this momentum, we executed a sustained thought leadership campaign to keep Champions at the forefront of the radiopharmaceutical conversation. We developed and placed bylined articles and secured interviews in prominent trade publications, including Pharmaphorum. These pieces explored the nuances of radiopharmaceutical development, from preclinical precision to the lessons learned from antibody-drug conjugates, consistently reinforcing Champions’ scientific expertise.

Phase 4: Amplifying Corporate Strength and Stability

To round out the narrative of scientific leadership with corporate strength, we amplified the news of Rob Brainin’s appointment as the new CEO. Securing coverage in respected industry newsletters like Cancer Letter and FierceBiotech’s “Chutes & Ladders,” we highlighted his long-standing role on the board and reinforced a message of stability and continued growth. This demonstrated that Champions not only leads in scientific innovation but also possesses strong, experienced leadership to guide its future.

Results

The strategic PR campaign successfully repositioned Champions Oncology from a respected CRO to an essential thought leader at the forefront of translational oncology research. By seizing key industry moments and consistently placing expert commentary in high-impact publications, the campaign significantly enhanced their credibility and visibility. The launch of the radiopharmaceutical platform was widely covered, and the company’s executives became go-to sources for insights on the evolving regulatory landscape. This created a powerful foundation for sustained growth, strategic partnerships, and market leadership in the competitive drug development landscape.

Sample Placements

Our media strategy focused on securing high-impact placements in leading biopharmaceutical trade publications and influential business outlets. Key placements from this campaign include:

Additional Placements

Further commentary and bylines were secured in a range of specialized life science and pharmaceutical publications, solidifying Champions Oncology’s reputation as an innovator and thought leader in the field.

This is PR done right. Strong alignment on strategy, clear execution against the plan, and life sciences market expertise that makes the real difference. Their support has been consistently excellent, and just as importantly, the team is a pleasure to work with.

Gavin Cooper

Vice President, Global Marketing

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