Catalent

THE CLIENT

One of the largest global CDMO organisations serving the pharmaceutical and life science industries. Catalent’s initial decision to use Orientation Marketing’s unique insight into the market has led to an ongoing partnership, with our services retained to deliver the annual media planning, buying and campaign management across several business units.

Following a high-profile acquisition of a biologics company, the client sought to promote the new service offering as an end-to-end provider of analytical services, manufacturing and finished product supply in the biologics marketplace.

THE CHALLENGE

• Increase its global profile in a tough and crowded marketplace against the backdrop of a competitor with an aggressive marketing approach, and increased marketing budget.

• The company had specific placement requirements for all the print bookings, which needed to be strictly adhered to.

• The project involved engaging with several global business units, as well as harmonising the advertising output of each department in a clearly defined and unified direction.

SOLUTIONS

Working closely with the global marketing director and the marketing managers of the business units across Europe and the US, we initially set about creating buyer personas for each business unit. Through phone calls and WebEx interviews with the marketing stakeholders we quickly built up a detailed picture of the target audience for each business unit, including job title, geography, position in the procurement chain, budget etc.

The second step was to analyse all previous media bookings. Orientation Marketing looked at each historical advert booked with each magazine and website across all the business units. We performed a full analysis of each media brand, scoring each publication on a series of metrics including the relevance of the audience, the authority of the title, as well as the cost per advert.

Once our media plan was approved, we followed on with the full booking of each placement, working with the client’s creative department to manage the delivery of each advert.

For the digital campaign, we identified the most suitable media outlets through a full media planning exercise, engaging with the digital marketing team on a continual basis to deliver and manage the company’s digital strategy. Each month we correlate the results of each digital placement and report back via conference call to the US-based Vice President of global marketing and the wider team. The report would be a full analysis of each digital placement.