Integrated PR/Marcom Program for CRO Supports Growth Strategy and M&As, While Positioning Company for Acquisition

Results:

Challenge:

Synteract, a San Diego-based clinical contract research organization, was seeking awareness, growth, and eventually, its own acquisition by a larger CRO. When Clearpoint started working with Synteract, it had no media exposure and very little direct marketing, almost no social media presence nor news releases, and its website was unsophisticated and minimal. At the same time, the industry itself was changing. Large, well-funded CROs started to form smaller, more nimble divisions that could compete with specialist CROs. Creating and expanding awareness was critical.

Solution:

Clearpoint developed a comprehensive, integrated marketing communications and PR strategy along with a graphic design partner to rebrand the company, focus on its strengths, and raise its profile in the industry. Supporting Synteract over the years, Clearpoint managed communications through two private equity investments, acquisitions of three smaller companies, and three changes of management. Synteract ultimately grew to 16 offices in 12 countries and we presented all these disparate groups under the same company brand until it resulted in a beneficial acquisition by Syneos, the only fully integrated biopharmaceutical solutions organization combining a CRO and a CCO (Contract Commercial Organization.)

• Competitor comms research/analysis
• Perception audits of employees and media
• Messaging and positioning workshops with each management change
• Media training and interview coaching of executives
• Media campaign strategies and pitches for stories to raise brand awareness
• Logo changes, taglines and brand strategies
• Strategic recommendations on areas of specialization in which the company could help differentiate itself
• Website redevelopment/writing
• Awards strategy
• Guest article writing and development
• Monthly newsletters, which eventually became blogs
• News releases
• Webinar strategies to increase thought leadership recognition
• LinkedIn recommendations for all executives
• Sponsorship and tradeshow recommendations and promotion
• Recruitment campaigns
• Marketing collateral
• Themes and text for videos and tradeshow booths 
• Messaging, comms recommendations for quarterly town hall meetings
• Cultural exchange and community programs
• Social media program, on LinkedIn, Twitter and Facebook to help with awareness and recruitment
• Elevated brand awareness and managed communications through multiple acquisitions and management changes
• Garnered over 100 media hits annually including 15 features, among print, video and Internet trades and business publications
• Wrote and placed 10 thought leader articles annually in national trade and business publications
• Promoted industry Webinars resulting in an average of 125+ attendees per session
• As customers increased, we wrote 10 case studies per year to support sales
• Kept all offices informed on vision, mission and changes through quarterly town halls via teleconferences, newsletters, news releases, resulting in breaking down silos that are often problematic in acquisitions
• Increased recruitment in all locales
• Helped the CRO to gain a leading reputation in biopharma, becoming known for deep therapeutic expertise in oncology, rare and orphan diseases, neuroscience, dermatology, and pediatrics
• Won 10 awards for the work, including from Healthcare Communicators and PRSA
• Ultimately, Synteract was acquired by one of the largest CROs in the industry

“Over 13 years, through multiple acquisitions, rebrands, and strategic pivots, Clearpoint helped us morph with the times. Key metrics paint a compelling picture: Social Media engagement increased by 280% and $300+ million in sales opportunity was tied to marketing activity over one year alone.”

Trisha Vonder Reith, Synteract Executive Director, Marketing Communications

Publications

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