Champions was engaged to run an in-depth analysis of the brands and communications of two legacy businesses – Star Medical and OUTiCO – following the decision by Uniphar Group to merge them in the wake of their separate acquisition. The two businesses, both providing outsourced commercial solutions to the global Pharma industry, previously had different approaches to delivery and had been competing against each other in a way that helped neither. The objective, therefore, was to identify a strong, new value proposition that the combined business could present to the market and to define an evolved brand and narrative that communicated the newly comprehensive nature of its services.
Champions conducted discovery interviews with 15 key decision-makers from both sides of the business and conducted a detailed analysis of both Star OUTiCO’s competitors and its niche in the Pharma industry. We also evaluated the historic positioning of both legacy organisations and investigated their respective routes to market, working cultures and outbound communications. That work was accompanied by a comprehensive audit of their existing digital and online estates. Our team then presented Star OUTiCO with a far-reaching brand and digital audit document, outlining our key conclusions and a suite of communications and brand infrastructure recommendations. That was accompanied by a formal Brand Value Proposition document to act as a guide to future strategy and communications, along with a 12 month implementation plan to start the process of educating the market about the combined entity’s offering and capabilities.
On the back of our work and our recommendations, the business finalised decisions it had been delaying for some time, settling on a brand name that maximised the market awareness it was able to carry through from both former enterprises. Our creative team completed a refresh of the brand identity and logo to help the business communicate clearly and concisely the key elements of its offering and we our now in the process of building a new company website and rolling out the 12 month implementation plan.