Leading Global Life Sciences Technology Company

Using brand to drive a strategic and organizational transformation from a product-driven company to a solutions and outcomes company.

 

Capabilities Deployed: Brand, Strategy, Creative, Insights, Innovation, Culture

The Challenge

Our client is a global market leader in the analytical and life sciences laboratory equipment industry. The company has a long history of innovation and a reputation for highly trusted hardware, software and service quality. Facing an increasingly fierce competitive landscape, continuing product commoditization and price pressure, several competitors had launched their own focused, branded Services and Solutions offerings. Leadership had recognized the need to differentiate beyond product superiority, and to transform into a solutions-driven company, requiring a significant strategic, cultural and organizational shift. Additionally, there were increased Wall Street expectations due to a recent spinoff, and life sciences company categorization.

Our Solution

We formed a cross-functional leadership task force across services, the product lines, sales, marketing, and HR. We conducted internal visioning sessions, followed by qualitative and quantitative customer research in five regions and nine languages to assess the brand and company's strengths, vulnerabilities, and credibility in delivering comprehensive and value-added solutions to customers. We determined the need to create and launch a strategic sub-brand for a focused Services & Solutions offering, and facilitated the development of a strategic roadmap identifying the required areas of investment, and the cultural and organizational shifts required to deliver on the new positioning. We created a comprehensive internal and external brand and strategy activation plan, and assisted with the global launch of the new sub-brand and go-to-market strategy.

The Outcome

Services and support is now the fastest growing area of the business, delivering double-digit annual revenue growth, and driving increased sales of hardware, software and consumables. The company has received record high customer satisfaction and loyalty scores, particularly around services, support, consulting, and insight/knowledgeability. The company has developed a number of groundbreaking solutions for specific industries, representing a true integration of hardware, software, supplies, methodologies and training. Soft success measures have included a clarified strategic focus, and renewed commitment and enthusiasm across teams, as evidenced by high brand engagement scores. Cross-division collaboration has increased dramatically, as has successful recruiting and retention of outstanding talent in key functions and roles related to the solutions transformation.