I have to believe that in the early stages of their PR and marketing strategies they are likely spending time on some of the other key initiatives that we may not directly see, nor would the general public. (from LifeSci Website)

PR planning, strategy and counsel
Proactive media relations
Press release drafting and distribution
Trade and mass media outreach
Media interview training and talking points
Industry events, conferences and tradeshow media
Analyst relations
Contribute to bylined articles
Crisis communications
Disease awareness and patient advocacy
KOL Events