How each release works as a campaign — not just a press drop
Each PR is a hub: outreach happens before it lands, the release sets the news during release week, and amplification + follow-up convert attention into real conversations after. PRs are anchored to industry events so each one lands 2–3 weeks before the right audience gathers.
Next Release
Jun 1
ADA 2026 Poster — Two parallel release
Days Until ADA
9
Email partners THIS WEEK
Days Until BIO
26
Book BIO meetings now
PR Cadence
3 wks
Event-anchored, room to breathe
1
Monday June 1, 2026 — 4 days before ADA opens
ADA 2026 Poster — Two parallel releases for two audiences
3a: Tallon-centered → scientific media (EurekAlert)3b: OTraces-centered → business/investor media (GlobeNewswire)
PartnersInvestors
1
Before — Build the runway
- This week: email Sanofi, Vertex, Provention, MacroGenics — request meetings at ADA
- Coordinate with Erin Tallon for joint partner meetings
- Children's Mercy + U Florida press offices for co-distribution
- Fill in About OTraces boilerplate on 3b; add spokesperson quote
2
During — Release week
- Mon Jun 1 — ADA Poster PR goes live (3a via EurekAlert through Children's Mercy press office; 3b via GlobeNewswire + LinkedIn the same day)
- Jun 5–8 — American Diabetes Association (ADA) Scientific Sessions, New Orleans — Alan attends with pre-booked partner meetings. PR drops 4 days before the conference opens. Target audience: Sanofi T1D, Vertex, Provention/Sanofi, MacroGenics, Lilly Diabetes, Novo Nordisk, JDRF research office.
- Erin Tallon posts on her LinkedIn; Alan reshares
3
After — Convert attention
- Follow up with everyone who stopped by the poster within 48 hours
- Pitch Diabetes Care editor for news coverage
- Plant seed for PR #8 (TrialNet collaboration release in December)
- Capture quotes/photos for LinkedIn content
Named Type 1 Diabetes (T1D) pharma targets (meet at ADA)
Sanofi T1DVertexProvention/SanofiMacroGenicsLilly DiabetesNovo Nordisk
Distribution channels
EurekAlertDiabetes CareJDRFdiaTribeEndocrine Today
Owner: Sasha (drafts) + Alan + Erin (approve)
2
Tuesday June 16, 2026 — 6 days before BIO opens
Florida Grant — Dual Release: Investor + General Audience
Investor cut: GlobeNewswire investor outlets + Alan personal LinkedIn — "$2M non-dilutive validates $5B prostate biopsy market"General cut: GlobeNewswire regional/health verticals + Florida press — "Reducing unnecessary prostate biopsies for Florida men"
InvestorsPartnersGrants
1
Before — Build the runway
- Alan to send GlobeNewswire account info (company name, address, phone, website, logo, billing contact — list sent to Alan Apr 9)
- Secure Ken Pienta second quote for investor cut per Alan's stated intent
- Confirm PI name for general-audience cut (Dr. Anthony Schwartz?)
- Coordinate with Florida Department of Health (FDOH) comms on timing
- Draft Alan's LinkedIn pulse article: "What $2M of non-dilutive capital actually changes"
- Pre-pitch Endpoints News + STAT (investor cut) + Florida Trend + MedCity News (general cut)
- Draft payer-economics one-pager for health-system follow-up
2
During — Release week
- Tue Jun 16 AM — Investor cut goes live on GlobeNewswire (investor + financial distribution) + Alan personal LinkedIn
- Tue Jun 16 AM — General cut goes live on GlobeNewswire (regional + health verticals) + Florida press + OTraces page LinkedIn
- OTraces page cross-posts both with audience-targeted captions
- Email to warm investor list with personal note from Alan
- Direct outreach to Florida health systems
3
After — Convert attention
- Track inbound DMs across both audiences (Terry monitors)
- Jun 22–25 — BIO International Convention (San Diego) — Alan attends with the FL Grant news as conversation opener for BOTH audiences. Target: Investors (Casdin, Section 32, ARCH, RA Capital, Perceptive, Sands) + diagnostic partners (Quest, Roche Dx, Abbott Dx) + Florida health systems (AdventHealth, Moffitt). Book One-on-One Partnering meetings NOW.
- Alan publishes follow-up LinkedIn article mid-week
- Pitch The Long Run podcast (investor angle) + MedCity News (health angle)
- Position OTraces for next FDOH grant cycle
Named investor targets
Casdin CapitalSection 32ARCH VentureRA CapitalPerceptiveSands Capital
Named partner + payer + health system targets
Quest DiagnosticsRoche DxAbbott DxFlorida BlueHumanaAdventHealthMoffitt
Owner: Alan (voice) + Sasha (drafts/distribution)
3
Tuesday July 14, 2026 (pre-ADLM, 12 days before lab industry's biggest show)
Labcorp Partner Selection
Joint distribution with Labcorp if approvedHeadline: Tier-1 lab chose OTraces — proof of execution
PartnersInvestors
1
Before — Build the runway
- Get Labcorp comms team signoff on language
- Ask if Labcorp will co-distribute or quote
- Brief Labcorp on what's already in the campaign so they understand context
2
During — Release week
- Tue Jul 14 — Labcorp Selection PR goes live on GlobeNewswire + (ideally) Labcorp co-release
- Lab trade pitches: CAP Today, Dark Daily, 360Dx
- Ask Labcorp to repost on their LinkedIn — 10x's the reach
3
After — Convert attention
- Approach Quest + Sonic + BioReference using Labcorp as proof point
- Oct 3–6 — College of American Pathologists (CAP) Annual Meeting, Wynn Las Vegas — Alan attends; Platform PR sets up the strategic conversation for lab medical directors. Target: Reference lab medical directors at Quest, Labcorp, Sonic Healthcare, Mayo Labs.
- Sets up PR #5 (partnership ask) with execution credibility
Next-wave lab targets
Quest DiagnosticsSonic HealthcareBioReferenceMayo LabsCleveland Clinic Labs
Distribution channels
CAP TodayDark Daily360DxGenomeWeb
Owner: Alan (Labcorp signoff) + Sasha
4
Tuesday August 4, 2026 (follow-up to Labcorp news; sets up CAP outreach)
OTraces Technology — Platform Capabilities Story
GlobeNewswire + Alan LinkedIn pulse articleRepositions OTraces from "one test" to "platform"
InvestorsPartners
1
Before — Build the runway
- STRIP "Moscow" from Gertsen Institute references
- Replace Keith Lingenfelter as contact with Alan (Keith passed Nov 2025)
- Refresh contact block + add updated About OTraces
- Draft Alan's long-form LinkedIn article companion piece
2
During — Release week
- Tue Aug 4 — OTraces Platform Capabilities PR goes live on GlobeNewswire (investor + tech distribution)
- Alan's pulse article goes live same day
- Pitch 360Dx, GenomeWeb, BioWorld MedTech, In Vivo
3
After — Convert attention
- Jul 26–30 — ADLM (formerly AACC) Clinical Lab Expo, Anaheim — Alan attends with Labcorp partnership as the conversation starter. PR drops 12 days before the show. Target: Roche Dx, Abbott Dx, Siemens Healthineers, Sysmex, bioMérieux, BD. Lab industry's biggest annual gathering.
- Mendelspod / Diagnostics World podcast pitches
- Use platform framing in all investor outreach going forward
Named IVD platform targets
Roche DxAbbott DxSiemens HealthineersSysmexbioMérieuxBD
Platform-pattern investors
ARCH VenturePolarisOrbiMedForesite Capital
Owner: Alan + Sasha
5
Tuesday September 15, 2026 (pre-CAP, 18 days before pathologist conference)
Prostate Cancer as Lead Product — Partnership Ask
The explicit "we're open for partnership" releaseHeadline: OTraces names lead product, opens licensing discussions
PartnersInvestors
1
Before — Build the runway
- Alan confirms positioning: license-only vs. open to co-development
- Decide which partners to name in outreach vs. pursue silently
- Draft full PR (does not exist yet)
- Coordinate with Johns Hopkins University (JHU) comms for parallel announcement
2
During — Release week
- Tue Sep 15 — Partnership Ask PR goes live on GlobeNewswire + Business Wire
- Direct partner outreach with personalized notes
- JHU / Brady Urology co-release if possible
- Pitch BioWorld MedTech, Diagnostics World, In Vivo
3
After — Convert attention
- Aggressive BD follow-up on every inbound
- Oct 3–6 — CAP Annual Meeting (Wynn Las Vegas) — Alan attends with the Partnership Ask as the opener. PR drops 18 days before. Target: Reference lab BD teams (Quest, Sonic, BioReference); pathology leaders.
- Spring 2027 events: AACR Apr 2–7 + AUA May 21–24 + ASCO Jun 4–8 — book pharma + urology meetings off this release
- Track conversions: meetings → term sheets → deals
Licensing/diagnostic targets
Exact Sciences/AbbottGuardant HealthNateraVeracyteRoche
Pharma needing patient ID
PfizerAstraZenecaJanssenBayer Oncology
Owner: Alan (positioning) + Sasha (draft)
6
Tuesday October 6, 2026 — PENDING (pre-AdvaMed MedTech, 12 days before)
Patents — IP Moat Story
Angle: cross-domain patents prove the math is general-purpose
Investors
Owner: Reference: patent list in white paper + tech presentation
7
Tuesday October 27, 2026 — PENDING (pre-HLTH, 19 days before Nov 15 payer conference)
FDOH + Labcorp Three-Way Partnership Angle
Angle: state agency + Tier-1 lab + innovator as a replicable template
PartnersGrants
Owner: May overlap with PR #5 — coordinate scope
8
Tuesday December 1, 2026 — PENDING (pre-JPM Healthcare 2027, 6 weeks lead for investor audience)
TrialNet T1D Collaboration
Angle: how OTraces+TrialNet is reshaping T1D progression predictionTargets: T1D pharma (Sanofi, Vertex, Provention/Sanofi, MacroGenics, Lilly, Novo) + foundations (JDRF, Helmsley Charitable Trust, Diabetes Research Connection) + investors at JPM
PartnersGrantsInvestors
Owner: Reference: TrialNet manuscripts + T1D study report