Strategic Communications Proposal

Help patients gain
additional months of life

A European positioning strategy for MaaT Pharma's microbiome-based oncology leadership

The Moment

MaaT Pharma is at a critical juncture. The EMA marketing authorisation process for your lead asset reaches a key milestone this September/October. Simultaneously, you face a broader strategic question: how should Europe understand and position MaaT Pharma for the next decade?

The Immediate Need

Navigate a significant regulatory milestone responsibly while building momentum around your oncology platform.

The Broader Opportunity

Move beyond being seen as a French biotech or single-asset company. Position MaaT Pharma as a European pioneer in microbiome-based cancer care.

The Opportunity

"We help patients gain additional months of life"

This is the human story at the heart of MaaT Pharma. Behind the science, regulation, and innovation metrics lies a fundamental commitment to improving patient outcomes. This narrative—authentic, emotionally grounded, and clinically rigorous—is what will distinguish MaaT Pharma in Europe's healthcare landscape.

Simultaneously, Europe is positioned to lead the next generation of microbiome therapeutics. MaaT Pharma can credibly occupy a unique position: not just as a leading company in the field, but as one of the voices defining European scientific leadership.

Guiding Principles

Strategic Discipline

MaaT Pharma should speak with one clear voice across media, stakeholder, and digital channels.

EMA Sensitivity

Communications must be ambitious yet responsible, accurate, and aligned with regulatory considerations.

Long-Term Value

The immediate milestone matters, but the goal is strengthening European profile for growth ahead.

Strategic Approach

1. Strategic Positioning

Define clear positioning for MaaT Pharma as a European oncology platform company pioneering microbiome-based therapeutics. Move beyond perceptions as a French biotech or single-asset company.

Led by White Rabbit with Rud Pedersen input. Clarifies desired perception, key audiences, proof points, tone of voice, and regulatory sensitivities.

📋
Positioning workshop with leadership
💬
Message house (core + audience-specific: media, policymakers, patients)
🎯
Brand strategy & narrative framework
🎨
White Rabbit: Visual identity guidelines, brand assets, documentary storytelling

2. Media Relations & Executive Profiling

Build visibility through selected, high-quality media relationships focused on three narratives: MaaT as European platform · microbiome as emerging approach · human story of patient impact. Connect to EU news cycle and policy moments (Biotech Act, etc).

Led by Rud Pedersen. Includes scenario planning for positive/negative/delayed EMA outcomes.

📰
Media mapping (EU + key Member States)
🎙️
CEO media training & interview prep
📊
EU policy monitoring & media hooks
🎪
Speaking opportunities & roundtables
🎬
White Rabbit: Executive interview films, media briefing materials, Q&A assets

3. Reputation Building & Engagement

Build recognition and favourability through multi-channel approach: thought leadership, digital communications, event visibility, stakeholder engagement, human storytelling. Make complex science accessible while reinforcing European identity.

Jointly delivered by White Rabbit & Rud Pedersen. Key objective: raise profile as European oncology innovation company.

🎬
Thought leadership & content strategy
🎪
Events, speaking opportunities & roundtables
📱
Social media & digital engagement assets
❤️
Patient need & human impact storytelling
✨
White Rabbit: Digital campaigns, event content, social assets, patient journey visualization

CEO Narrative: The Human Story

Hervé Affagard, CEO & Co-Founder

Why You Founded MaaT. Why It Matters.

Every transformative company has a founder's story. MaaT Pharma's CEO narrative connects personal commitment to patient impact—this is what resonates with clinicians, investors, and the broader healthcare community.

We will develop:

  • Executive positioning & thought leadership across media
  • Video content capturing your vision for patient impact
  • CEO biography & presence for key stakeholder moments
  • Interview preparation & speaking support

Partnership Approach

This proposal is built on a collaboration between White Rabbit and Rud Pedersen Brussels. The partnership brings together complementary expertise around a shared objective: supporting MaaT Pharma with an integrated strategy that addresses communications, media, stakeholder engagement, and narrative building.

White Rabbit Brussels

  • Narrative strategy & brand positioning
  • Content creation & visual storytelling
  • Digital campaigns & community engagement
  • Video production & creative assets

www.brusselswhiterabbit.eu

Rud Pedersen Brussels

  • Narrative strategy & EU policy advocacy
  • Stakeholder mapping & engagement
  • Media relations at EU level
  • Executive profiling & positioning

www.rudpedersen.com/brussels/

One integrated team. Clear roles. Consistent messaging. Shared success.

Implementation Timeline

July 2026
→

Strategy & Planning

  • Positioning workshop with leadership
  • Message house development
  • CEO narrative framework
  • Media & stakeholder mapping
Sept 2026
→

Launch & Build-Out

  • Content asset production
  • Media relations activation
  • Executive training & profiling
  • Digital platform launch
Oct 2026
→

Milestone Management

  • Regulatory announcement support
  • Media briefings & response
  • Stakeholder communications
  • Content amplification
2027
→

Long-Term Positioning

  • Ongoing thought leadership
  • Congress presence & speaking
  • Patient community engagement
  • Sustained media relations

Next Steps

We're ready to move forward. Let's discuss the roadmap and timeline with your team.

Get in Touch