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Creating the “Cure for the Common CRO”

Challenge

Worldwide Clinical Trials is a contract research organization (CRO) founded by physicians with a passion for medical science and a commitment to innovative, safe, rigorously tested treatments. Worldwide turned to Garfield for a rebrand that would conquer three challenges: leveling the playing field against globally recognized CROs, overcome the negative perception many clinical sponsors have for CROs and create a rallying cry for their internal brand, employees and recruits.

Services

Brand Strategy | Campaign Strategy | Lead Gen Strategy | Branding | Creative | Digital

We conducted internal surveys and competitive analyses to map out the Worldwide ethos, determine key strengths of the brand, and carve out a distinct niche for the CRO. From that we identified WorldWide’s differentiators: a rigorous, proven, but flexible process; deep therapeutic expertise; innovative problem-solving; and the responsiveness and attention you’d expect from a smaller CRO. All paired with the global patient recruitment and site infrastructure needed to deliver trial success.

This led to the creation of Worldwide’s brand statement: “The Cure for the Common CRO,” with “Be Uncommon” as the rallying cry of its internal brand. With that uncommon messaging came a bold new logo, look, and messaging. We applied these elements to their website, banner ads, social media images, collateral, brand style guide, trade show assets and print. All of which launched at the DIA Annual Conference.

The launch of the new WorldWide and “The Cure” messaging at the annual DIA Conference to great fanfare, carrying its new look and messaging to new and old audeinces. Organic traffic to Worldwide.com rose from 6,500 visits per month to 11,000 in two months — a 75% increase that continues to trend upward. “We are the uncommon”, the internal theme – continues to instill a sense of pride and purpose among employees and intrigue to new recruits.

The clinical research industry is a fiercely competitive space. We knew that the strength of our founding in science, commitment to service, and rigorous operations worked in our favor, but we needed an impactful brand to extend our reach and level the playing field with more recognizable names. We’re already seeing the benefits, and couldn’t be happier with the work Garfield has done for Worldwide.

Lynn LedwithSVP, Global Strategic Marketing & Commercial Operations

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