We needed to introduce Bio-Imaging Technologies and Phoenix Data Systems as a combined entity, as a new leader in the emerging eClinical industry, while furthering the positive reputation each company had established within their existing customer bases. We also needed to explain why the combination of these two firms could benefit pharma and biotech companies—helping them gain unprecedented speed and quality in how they manage and run complex clinical trials.
A new name, a new brand experience
Working closely with the senior teams of both Bio-Imaging Technologies and Phoenix Data Systems, Garfield facilitated a comprehensive set of messaging, positioning, and strategy exercises. Out of this came the creation of a new name, BioClinica—elevating the brand above mere EDC vendors, CROs, and medical imaging providers as a leader in the emerging eClinical space. The brand was launched via a new website, new sales tools, and targeted communications to the existing customers of both companies.
Launch big and spread the word
BioClinica launched to great fanfare at DIA in 2009, and is today considered the #1 challenger to mega-brands Oracle Phase Forward and Medidata. The new brand provided a unified umbrella for additional acquisitions and growth. Metrics related to the brand launch included a 26% direct response rate on our introductory campaign, followed by a 500% increase in unique articles placed around brand launch. We also won best of show for an innovative DIA 2009 "Hollywood Premiere" promotion.
“Garfield 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