Rakuten Medical
Shining a new light on cancer treatment.
Rakuten Medical is pioneering photoimmunotherapy (PIT), a novel drug-device treatment approach that combines a targeted therapeutic agent with light activation to selectively destroy cancer cells. Through its Alluminox™ platform and lead product, ASP-1929, the company is pursuing its vision of establishing photoimmunotherapy as a potential fifth pillar of cancer treatment.
The challenge
Introducing an entirely new cancer-treatment modality presents formidable scientific, clinical, regulatory and commercial challenges. Unlike conventional pharmaceuticals, photoimmunotherapy combines a targeted therapeutic agent with specialized light-delivery technology, requiring audiences to understand a new mechanism of action and a complex drug-device development pathway.Rakuten Medical needed to establish credibility for its emerging technology, build awareness among oncology specialists and investors, prepare leadership to articulate its ambitious vision, and communicate important clinical and regulatory milestones across international markets.
The approach
JFK Communications developed and implemented an integrated communications program supporting Rakuten Medical's corporate positioning, scientific visibility and clinical development activities.
JFK supported clinical data communications at ASCO, AACR and other major international oncology congresses, including helping design and construct Rakuten Medical's first ASCO exhibit in 2019.
The program included developing and preparing scientific key opinion leaders and executive spokespeople, notably company founder Hiroshi "Mickey" Mikitani, for high-profile media interviews.
JFK also supported public relations surrounding the Japanese approval of ASP-1929, which benefited from Japan's SAKIGAKE designation and conditional early approval pathway, enabling commercial approval approximately six months after submission.
An international media relations program targeted business, financial, biotechnology, pharmaceutical, oncology and patient-focused audiences.
The results
JFK helped elevate Rakuten Medical's visibility across international oncology and business communities, establish greater awareness of photoimmunotherapy, and strengthen the public profile of its scientific and corporate leadership.
Media coverage included Fortune, Bloomberg Japan, Fierce Biotech, Life Science Leader, Pharmaceutical Executive, San Francisco Business Times, Price of Business Radio, OncoZine, OncologyTube and HemOnc Today.
The landmark Japanese approval provided a significant opportunity to communicate the company's progress in advancing a novel cancer-treatment platform and its ambitions for broader clinical development.
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