Brand Program

The world leader in business intelligence on the pharmaceutical marketplace saw growth prospects erode in a commoditizing industry. Through a series of acquisitions, it assembled a powerful, global consulting capability, able to leverage know-how and sophisticated analytics to help customers drive profits and growth. Despite its investment, IMS remained, in the minds of many companies, a data provider. How could the company reshape perception? How could it bring the market along, now that its value proposition had changed?

Solution

Working closely with upper management, we set out to transform the IMS brand and overhaul all the company's online and offline communications. A new identity, guidelines, vision and mission, along with a new tagline (Intelligence. Applied.) changed the way IMS looked, felt and talked about itself. New marketing platforms for products and services brought clarity and definition to IMS offerings and amped up the volume on the company's consulting expertise. Over the next few years, we carried out dozens of strategic and tactical assignments, including annual reviews, marketing campaigns, employee communications, and thought leadership publications. We also overhauled the company's website, imshealth.com, to reflect a restructuring of the company around customer issues rather than product lines. This approach created “rich solution centers” that aggregated offerings and thought leadership content. The centers, in turn, enabled customers to focus on their needs, rather than products, and find the most appropriate offerings and content.

Results

With our help, IMS gained recognition not only for depth and breadth of information, but the value of globally applied solutions combining information, analytics and expertise. Today, customers no longer ask how much IMS data costs. More important, in challenging times, they ask, “What does IMS think?”