Startup's brand name is a scientific term (strategy feedback)

Im doing some work with a startup and the first major thing is that they don't rank for their own brand name, which is an old scientific term.

They currently have a little bit of press and links, but my approach would be:

1. Citation and profile creation

2. Strong social media content creation

3. Brand PPC campaign

4. Schema markup

5. Listicle link building

Anything else I should consider?