Oncolytics Biotech is a Calgary-based biotechnology company focused on the development of oncolytic viruses as potential therapeutics for use in a broad range of cancers. The company is conducting clinical studies using REOLYSIN®, its proprietary formulation of the human reovirus, in some of the most prevalent forms of the disease including lung, colorectal, and pancreatic cancers.

To keep up with industry innovation and rapid technological advancements in marketing, Oncolytics was in search for a strategic agency who could help them with a pharma content marketing strategy. This strategy needed to convey their complex scientific processes and solutions in easy-to-understand and engaging content.

Pace Creative developed a custom pharma content marketing strategy that was built on an audience analysis, content strategy, promotion channels, and engagement tactics to craft appealing messages for various targeted audiences.


increase in social media engagement


increase in followers


spent on getting media coverage


Conveying technical information in a comprehensible manner is a challenge. With Oncolytics Biotech’s novel technology and approach, it is imperative that they can speak to the audience in ways that are relevant and interesting to them.

  • How to communicate the drug creation process to investors and patients, while keeping them interested?
  • How to engage different targeted audience groups who have different needs and priorities?
  • What strategies to use to increase brand awareness through pharma content marketing?


Developing A Strategic Content Marketing Plan for Biotech

In developing a comprehensive strategy, one that would target multiple stakeholder groups like consumers, investors, analysts, and the media, Pace Creative first conducted an industry analysis to gain a better understanding of the common pain points, trends, and priorities in the biotech field. We then tunnelled down to developing personas, themes, and the customer journey to understand the audience. Finally, we created a content marketing strategy and a tactical mix to highlight Biotech’s unique research through their drug creation process with potential investors and patients. With a strong foundation, we moved on to developing targeted content to be used across all communication channels.

Multi-Channel Cohesive Pharma Content Marketing

Since Oncolytics Biotech’s various target audience groups have different informational needs and are engaged in different ways, Pace Creative created multiple forms of media publication ranging from an illustrative video with realistic animation that was created in house, infographics, and quizzes.


  • The efforts paid off with improved social media engagement metrics – up by over 2000% in the first 6 months “comments, shares, likes.”
  • The pharma content marketing campaign increased follower counts by over 80% to date.
  • Within the first months, the stock price also saw noticeable improvement, up about 15% on average.
  • Additional benefits included media coverage, such as invitations to guest blog and appearance on a podcast, and increased brand awareness as seen by brand reach.


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