W2O Once and F.A.S.T.: Fighting Pain (and #Biotechpain) at #JPM14

Posted by: in Healthcare Insights, Integrated Communications, w20 group on January 10, 2014
It’s hard to overstate the importance of the annual J.P. Morgan Healthcare conference. Over four days, attendees have the chance to hear presentations from more than 300 companies with a market capitalization, in aggregate, of somewhere around $2 trillion (that’s a “2” with 12 zeros after it). It’s kind of a big deal.

Somewhere north of 10,000 people cram the hotels surrounding Union Square in San Francisco for the event (and anyone who wishes can listen to much of the proceedings online). Though we’ve crowed about the amount of social chatter at the meeting before, the reality is that there’s not a whole lot of people talking. The #JPM13 hashtag got used about 7,000 times, but only slightly more than 400 people used it more than twice. That makes for a relatively small virtual world.

But this year, we want to give folks something to talk about. Something other than 2014 estimated and EBITDA. So we’re launching a pop-up agency — W2O Once — to try to fill that void for one client, through one media (social media), over the one week of J.P. Morgan.We’re fortunate to partner with First Aid Shot Therapy® (F.A.S.T.), a new San Francisco-based healthcare company that is bringing a unique consumer packaged goods perspective to the over-the-counter medicine world.

The OTC market has focused on functional innovation for decades, but F.A.S.T. recognized that new, dynamic healthcare products with scientifically proven clinical benefits that connected with consumers in their time of need could create an entirely new category in the OTC space. Working with some of the top physicians from Stanford University, Johns Hopkins University and the Mayo Clinic, as well as an elite group of consumer products executives and advisors, F.A.S.T. developed its two initial products—F.A.S.T. Pain Relief and F.A.S.T. Upset Stomach Relief—at F.A.S.T. Labs®. The result of this work is a breakthrough portfolio of FDA-compliant, single-dose medications in liquid ‘shot’ formats that start working in minutes.

The category creation opportunity that F.A.S.T. presents has been quickly recognized by investors (Sofinnova Ventures lead the company’s Series A-1 and their Series B is oversubscribed at the moment), retailers (primarily in Seattle at the moment, but you can buy it on Amazon), and consumers alike.

Now it’s your chance to get involved. F.A.S.T. wants to talk to you about pain (the first First Aid Shot Therapy® is for pain relief), and there’s certainly plenty to talk about when it comes to biotech. The pain of inconclusive trials. The pain of the road show. And there’s plenty of J.P. Morgan pain, from the dull headaches of one too many drinks the night before to the dull footaches of one too many meetings at far flung hotels. F.A.S.T will be documenting the meeting, largely on Twitter, using both the usual hashtag (#JPM14) as well as #biotechpain.

We want you to document your pain at the conference (and your triumphs, too). Feel free to use the hashtag. And if the figurative headache of, oh, the registration line or finding your buddy in a packed Redwood Room becomes an actual headache, shoot the folks at F.A.S.T. a quick DM on Twitter (@firstaidshot), and we’ll track you down with something good for what ails you.

By: Brian Reid

Brian Reid is a managing director at W2O Group, where he oversees influencer relations. He is a former journalist who believes content really is king.

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