Quintiles re-positions itself for changing biopharma industry
pharmafile | January 26, 2010 | News story | Research and Development, Sales and Marketing | CRO, Quintiles
Leading services company Quintiles has unveiled a new corporate identity to help showcase the diversity of its business.
The company, best known for its work as a clinical research organisation, has re-branded and re-positioned itself to promote its four divisions – Clinical , Commercial, Consulting and Capital
The company also has a simple new slogan – The New Health – which it says sums up the changes the biopharmaceutical sector is undergoing.
“The New Health is our description of the rapidly changing world of biopharma,” said Quintiles’ chief operating officer John Ratliff:. “We define the New Health in a number of ways, both as a journey and as a destination. The term encapsulates the risks and opportunities biopharma faces in today’s changing economic and healthcare settings.”
The company says it is responding to the pressures to increase speed and productivity, streamline development processes and create better value and greater accessibility for patients worldwide.
It says the scale and pace of changes a threaten to make the traditional biopharma business model irrelevant in the years to come.
“Only Quintiles has the ability to provide integrated clinical, commercial, consulting and capital solutions across the globe,” said Ratliff. “Only Quintiles has the breadth and agility, talented people and unwavering commitment to patient stewardship necessary to help our customers navigate the risks and seize the opportunities in The New Health.”
“Our differentiation is to leverage this unique combination of service offerings,” He added. “We are now ready to ask customers to think about Quintiles differently. We do this by providing innovative perspectives and more productive practices, addressing customers’ need for change and building on Quintiles’ history for pioneering new approaches.”
A single brand
The company has introduced a unified brand, an updated logo and visuals and new company tag line, all designed to communicate its strength and depth of services.
“The Quintiles name now serves as the umbrella brand for Quintiles’ global services with offerings represented as Clinical, Commercial, Consulting and Capital,” explains Quintiles chief marketing officer and senior vice president Millie Tan. “This clearly conveys our distinct areas of expertise while demonstrating the company’s breadth of capabilities.”
Quintiles is using an advertising campaign to communicate what it calls its ‘patient-centric vision’ of change. The first wave of repositioning will be launched in online advertising and will be followed by a sustained trade and business media print campaign in the US Europe and Japan.
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