In 2013 a stand-alone animal health business was created from a major global pharmaceutical company. Their new brand identity and marketing content needed to be rolled out quickly and accurately across the globe; and then managed going forward. Brandworkz brand management software was chosen for the job.
Global Pharmaceutical Brand
Helping deliver a great customer experience
The sheer scale of the roll-out could have been daunting, were it not for Brandworkz, not least because it had to reach right across the company’s global workforce – numbering almost 10,000 people in 70 different countries.
Firstly, it was necessary to educate colleagues and partners internationally about the new brand and what it represented. Next was the need to distribute new brand assets to colleagues and partners. Third was ensuring everyone was able to use the new marketing materials, messaging, photography and iconography.
With emphasis on customer experience foremost in the new brand’s philosophy, the company focussed on its network of field representatives and technical specialists, incentivising them to strengthen and deliver that essential customer relationship. If they were fully bought into the brand and could access accurate materials anywhere, they were in a position to create real differentiation from their competitors.
Full regulatory compliance
Regulations in this pharmaceutical company mean there is a powerful email firewall, which normally makes it difficult to email images, documents and files to field agents, agencies and partners outside the business. Their Brandworkz brand management platform has made it possible to roll out the positioning and identity with full regulatory compliance. It enables the field reps, technical specialists and general staff worldwide to access logos, videos, images, advertising artworks, PowerPoint templates, brand guidelines and so on themselves. This means they can consistently apply the new brand, create a great customer experience and differentiate the company.
“We control the images and our teams only use the ones that are on the site. They have been vetted and approved so we can control how we want to be seen as a company.” Says the Senior Manager in Corporate Communications.
The Brandworkz platform also contains marketing content aimed at healthcare providers and third party distributors as well as consumers direct. This ranges from information that sales reps require to engage with customers, through to publications such as corporate brochures and annual reviews. Anyone associated with the business can request access to the platform by simply registering his or her details. “It is a nice way to get all partners following the brand guidelines” says their Senior Manager in Corporate Communications.
The Brandworkz platform has enabled the company to establish a clear brand consistency globally, bringing all the brand’s assets within one central online hub. The brand is clear, the reps and staff understand how to communicate consistently and customer experience is second to none.
The company’s senior manager in Corporate Communications is unequivocal in her commendation of the Brandworkz solution: ‘The marketing teams have an overview of the marketing inventory. The materials only need to be updated in one place,’ she says. ‘Without a brand management platform, people are inclined to create their own imagery, and then save it where nobody else can find it.’