BioClinica Brand Launch
"Garfield Group helped us create a single, strong global reputation around our new name and brand. With a clear, unified voice in the marketplace, we can now reach out and successfully market our combined strengths."
— Mark Weinstein, President and CEO, BioClinica
When two companies merge, how do you find a unified voice, and carry the positive brand equity from both sides forward?
After a breakthrough merger, two companies needed to come together as one common brand. Working closely with their senior team, Garfield Group united them under one “superbrand” that became greater than the sum of their parts.
Challenge:
Bio-Imaging Technologies was the world’s foremost Imaging Core Lab. Phoenix Data Systems was a leader in electronic data capture (EDC). But together, they created something new — the ability to help pharma and biotech companies gain unprecedented speed and quality in their clinical trials. The challenge was to unite these two brands to establish them as the leader in the eClinical space — all while carrying forward the positive reputation they had established within each company’s existing customer base.
Results:
By creating a new “superbrand” called BioClinica, we were able to elevate their brand above mere EDC vendors, CROs and medical imaging providers. Going through intensive messaging, positioning and strategy initiatives, we created a brand that communicates the deep knowledge and experience from both companies, and found a common voice that unites them. The brand was launched around a highly interactive Web 2.0 site, as well as new sales tools and special communications to each individual customer that earned a whopping 26% response rate.