Why Specialty Pharmaceutical Company SciSparc Can Benefit From The Broadcast Platforms As A Promotional Tool

Given the world at present, specifically life as we segue out of the pandemic and adapt to society in this new age of COVID-19, there is a huge debate that comes out of any science now. That begs the questions: 1) How do you share science?; 2) How do we learn about science?; and 3) how exactly can the scientists doing research, medical in this instance, trust that their findings are going to be appropriately received and understood?

Today, and around the world, people are apprehensive. They want to know what to do and where to turn for advice on any medical information. They seek hope. They look for solutions. They plan for the future. And they are counting on advances in medicine to improve their lives. Yet, conveying any information or results of a medical nature – COVID or non-COVID related — is particularly challenging because of the advent of social media and the multi-platform (linear and digital) content platforms.

Just what, and who, are your trusted sources? And what is the best way to convey information?

The immediate answer are the linear (aka broadcast) platforms; i.e., the established outlets that have the ability to target specific content and demographics. While one can argue that the role of broadcasting in delivering information has lessened as social has grown stronger, television has been a brand-building tool since its inception. Social media is immediate, but not necessarily accurate. And, now, through data-driven connected TV, broadcasting can drive the mass reach and awareness that can be of great benefit to a clinical-stage specialty pharmaceutical company like SciSparc Ltd. (or any person, or firm, with data or information of any nature it wants to make public).

“The broadcast networks, with the familiarity of hosts, the time they are able to give, and the news-centric shows people are already watching, is a built-in conveyor of brand awareness,” noted Mike Tankel, partner/optimist at marketing and development firm To Be Continued. “We basically don’t accept science anymore; we debate it. And what these researchers need, and what these networks offer, is an arena of trust for anyone seeking solutions.”

Enter SciSparc Ltd.

Formed in 2015 under the name Therapix Biosciences, Ltd., SciSparc is a specialty clinical-stage pharmaceutical company featuring a team of executives and scientists who work to create and develop unique cannabinoid technologies for the treatment of central nervous system (CNS) disorders within the United States, European and Israeli markets. It incorporates FDA-approved natural and synthetic cannabinoids in proprietary combinations with compounds and technologies to create alternative therapies.

“What we started to do after we rebranded was to activate all the projects,” said Dr. Adi Zuloff-Shani, the Chief Technologies Officer at SciSparc, who holds a Ph.D. in human biology and immunology. She joined the company in 2016 after almost two decades working in research and development in the bio-tech industry, and after launching start-ups in the healthcare industry.

In addition to the new name SciSparc, a rebranding in July 2020 included a new brand logo, website and investor lobby.

“We plan to explore opportunities in the psychedelics market while we continue to pursue our current ongoing cannabinoid based clinical programs,” said Dr. Zuloff-Shani. “By the end of the year, we hope to have three clinical studies up and running.”

There are pre-clinical studies at Sci Sparc for status epilepticus and chronic pain, and initial positive pre-clinical results for the treatment of cocaine addiction using MEAI, a novel psychedelic molecule that Clearmind Medicine Inc. is developing into a treatment called CMND-100 for alcohol use disorder and other binge behaviors.

Specifically, SciSparc is currently engaged in the drug development programs SCI-110 (formerly THX-110) for the treatment of Tourette syndrome and Alzheimer’s disease and agitation; SCI-160 (formerly THX-160) for the treatment of pain; and SCI-210 (formerly THX-210) for the treatment of autism spectrum disorder and epilepsy

“There is great potential in the active pharmaceutical ingredients of cannabinoids and other psychedelics have to offer,” noted Dr. Zuloff-Shani. “One of the obstacles to the approved treatments today for various diseases of the central nervous system, such as Tourette’s, pain, addictions and depression, are the adverse events accompanied them”

“Our goal to bring effective and safe treatments to patients, which I am confident that cannabinoids can deliver,” she added. “And our initial studies are indicating that the future of treatment for CNS disorders may come from these compounds.”

The end result for every study at SciSparc is, ultimately, an improved quality of life using these pharmaceutical initiatives. And the goal, from a media relations standpoint, is to acknowledge both the medical community and the public on its findings.

Enter the Broadcast Networks

Television news, national and local, is an integral sounding board for information conveyed about a multitude of issues, including health. While conventional television (translation: the linear platforms) continues to attract fewer eyeballs each year in exchange for the ease of the Internet and the allure of the streaming services (think Netflix, Amazon Prime, Hulu and Disney+, in particular), the immediate destination for your news consumption should still be the broadcast and cable networks.

Historically, it has been on broadcast since 1940 when NBC began simulcasting Lowell Thomas’ NBC radio news broadcasts. It remains its own entity on the cable news networks. And, following a national pandemic, the conventional broadcasting arena is still the go to platform to convey information on anything of health-related nature. That’s not to say, of course, that there are no other venues to utilize.

Many public health scientists, researchers, and practitioners still utilize the highly lauded print outlets (like The New York Times or The Wall Street Journey) to educate and to convey their findings. Radio remains a valid option. Social media is now the fastest way to convey news and information. And more viewers each season do flock to the streaming services (who are making a conscious effort to provide more news and sports as well) for the “A” list type scripted shows and the convenience of consuming the content when you want (and where you want). But there is still not audience data available to support the streamers. And when it comes to the news — healthcare specifically in this case — just ask yourself…where do you exactly go to for your information?

“The world is certainly big enough for multiple forms of distribution — theatrical, streaming, cable, broadcast and even social — all with their merits, and all with their specialties,” noted Mike Tankel. “But nothing hits the ‘now’ like broadcast. It’s like an old and dependable friend that is trusted, consistent and always there for us. We know the people who deliver the news via broadcast and we invite them into our homes on a daily basis — not on a small, single screen, but on a screen for the whole family to see and to consume. Broadcast is a trusted source, and a pivotal tool about health available to SciSparc or any establishment looking to publicize its findings and initiatives.”

That said, never underestimate the value of a television institution like the Today show or Good Morning America for live updates; a syndicated strip (Monday to Friday) like Dr. Phil; or any of the network or cable news outlets to both educate and inform. Their value is still immeasurable; you know exactly when and where to find them. And for a specialty pharmaceutical company like SciSparc, where educating the public and its investors is an imperative step, they offer they offer just the necessary platforms.

“My goal, and the end result, is to bring effective and safe treatments to patients,” said Dr. Zuloff-Shani. “And, as we build awareness, our intention is to make life more manageable and, in some cases, to hopefully find a cure.”