Lion
Lion Bioscience expertise is to ensure life science companies get their products to market quickly through advanced software and decision-making strategies. This has the benefit of helping reduce research costs.
The bio-science market suffers from a poor image as companies fail to deliver their products on time or on budget.
Approach
To overcome the trust issue, a brand review was undertaken aimed at changing perceptions of LION from product-based to a solution provider. After this was communicated internally, the new position was launched in US and Europe.
Results
The re-position was launched in 2002 at a drugs conference in Boston. LION received a positive response with the trade and a first direct mailing achieved a very high response rate of 16.4%.
Through a combination of print web and email LION was clearly presented to senior managers in key biotech companies.
Involvement
This work was undertaken by BBN USA, Japan and Europe.
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