Challenge
Celator was a early-stage biopharmaceutical company developing a new generation of therapeutics that simultaneously attack multiple molecular targets associated with complex diseases. NextPhase was contracted to brand and position Celator as a world-class biopharmaceutical company focused on improving the treatment outcomes of complex diseases, as well as build awareness among potential alliance partners and investors.
Action
NextPhase created a strong new brand for Celator to assist in effectively positioning the company as a leading biopharmaceutical developer. The company's vision and core competencies were communicated through the creation of a suite of marketing tools including a new corporate identity, corporate website, corporate brochure, presentation folder, multimedia presentation and investor profile.
Results
With the development of these marketing tools, Celator was able to achieve a number of its short term goals, including: raising several rounds of financing, attracting new senior management and enhancing its reputation as an emerging leader in the biopharmaceutical arena. The campaign far surpassed Biotronik’s expectations. Awareness went from zero to nearly 100% and sales reached $2.1 million in the first year in a very tight market. Said David MacQuarrie, Biotronik’s Vice President of Marketing, “NextPhase Strategy helped us analyze the situation and create a campaign that broke through all the clutter. Biotronik and its products won great acceptance in a short period of time – it was the most successful campaign that I’ve ever been involved in."
