We created the “Cure for the Common CRO.”
Taking on not only larger CROs, but also how sponsors perceive CROs 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. Recognized as the #1 provider of Overall Contract Research in the 2017 Nice Insight Preclinical and Clinical Contract Research Survey — among many industry accolades — Worldwide provides the quality service to compete with much larger global CROs, but lacked the same brand recognition.
Worldwide turned to Garfield for a rebrand that would conquer two challenges: leveling the playing field with more easily recognized global CROs, while overcoming the negative perception many clinical sponsors have for CROs in general. The viability of a life sciences company can ride on a single trial, and Worldwide sought to model its high-touch service, trusted operations, and deep commitment to sponsors as the new standard for an industry often seen as a faceless machine.
The rebrand needed to appeal to sponsors as well as the uncommonly dedicated talent Worldwide appeals to for recruitment. It was an ambitious series of goals, but Garfield was up to the challenge.
What we did
Worldwide Clinical Trials: The Cure for the Common CRO Worldwide came to Garfield prepared with research on their brand recognition and perception, with data showing that they had a visibility problem. Garfield 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. Together with Worldwide, we identified its 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 feel — including color palettes, typography, social media image templates, PowerPoint templates, collateral templates (from proposals to case studies), and brand style guides. We applied these elements to a reskin of the Worldwide Clinical Trials website, including new headlines, website copy, and a revamped Careers page leveraging the internal brand. We also created a series of banner ads to drive brand awareness and generate leads.
With the addition of digital and print trade show assets, Garfield brought all the pieces together for the rebrand’s debut at the DIA Annual Meeting 2017 — which coincided with the June launch of the new website.
A Bold New Brand is Born
Worldwide launched “The Cure” at the annual DIA Conference to great fanfare, carrying its new look and feel across its digital properties, social media posts, slide decks, and trade show presence. Organic traffic to Worldwide.com rose from 6,500 visits per month in May 2017 to 11,000 in July — a 75% increase that continues to trend upward. “We are the uncommon” is the internal theme – instilling a sense of pride and purpose among employees.
“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.”
Senior Vice President, Global Strategic Marketing & Commercial Operations, Worldwide Clinical Trials