Thermo Fisher Scientific is the world leader in serving science, with an annual revenue of approximately $40 billion.

Their mission is to enable customers to make the world healthier, cleaner and safer, whether that’s accelerating life sciences research, solving complex analytical challenges, increasing productivity in laboratories, improving patient health through diagnostics, or the development and manufacture of life-changing therapies.

With our extensive experience in the promotion of other global healthcare providers in both the B2B and B2C space, following a competitive pitch Fireworx were appointed to support Thermo Fisher Scientific, in the promotion of their Pharma and Biopharma categories, to help them grow their overall market share.

Challenge

Thermo Fisher Scientific required strategic support in formulating campaigns targeted at driving sales to both prospects and existing customers, across both Europe and North America inclusive of tactical multichannel delivery of the brief.

The objectives included growing sales and market share, improving brand perception in the market, and developing a more distinctive value proposition.

The requirements covered creating the MBD Pharma overarching brand identity, campaign planning and strategy, creative concepts, digital marketing, creating a content calendar, as well as UX wireframes and visualisation for their online identity.

Action

We ran a strategic brand and marketing planning session in our London office, assembling the international team from Thermo Fisher and the collective strategists from the Fireworx senior team.

Working on the MBD Pharma and Food sectors, the task for Fireworx was to provide structure to the joint marketing planning, following through to campaign delivery.

The focus was primarily on driving commercial results for a set of sales targets, but the brief evolved into making structural recommendations which spanned integrating CRM platforms and associated digital knowledge hubs.

Whereas Fireworx started by delivering prospect acquisition activity, the CRM and Knowledge Hub focus on improving relationships with existing customers, driving commercial performance and identifying cross and upsell opportunities was crucial.

Centering around a new value proposition of ‘Make it better’ we crafted a positioning that not only reflected the nature of the essence of what Thermo Fisher stood for but the end focus for the collaboration with their partners to the new customers.

Using distinctive imagery to create cut-through in what is a very stale and bland marketplace, while centering on the core benefits to the customer, Fireworx created a campaign that bridged building the brand awareness while driving responses from the product level communication.

This was taken strategically through all digital and print assets, covering advertising, email, social media, video, print, web and customer communications.

Results

Drove over $4m of sales growth

Email engagement rose by over 56%