Clinical Ink, Horsham, Pennsylvania: Clinical ink rebrand

Company: Clinical Ink
Company Description: Clinical ink is the global life science company that brings data, technology, and patient science together. Their deep therapeutic-area expertise, coupled with Direct Data Capture, eCOA, eConsent, telehealth, neurocognitive testing, and digital biomarkers advancements, drive the industry standard for data precision and usher in a new generation of clinical trials.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Re-Branding / Brand Renovation of the Year

Nomination Title: Clinical ink rebrand

Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.

https://www.youtube.com/watch?v=QuX4MvHWbnA
If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:

April 11, 2022
If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):

Total 185 words used.

·       2021 was a year of organic growth for Clinical ink with the acquisition of Digital Artefacts, the creation of a dedicated, in-house marketing team, and the establishment of a multi-year strategic platform roadmap. The Clinical ink brand needed to be updated to reflect how the company has evolved and accommodate its future growth

·       The company’s existing mission and vision statements did not differentiate it from the competition, nor did they convey the requisite passion to own the category

·       The goal of the rebranding was to be more precise about our greatest aspirations (our vision), how we are getting there (our mission) and for our branding elements to reflect both

o   Former Vision: Be the pre-eminent clinical trial data company from source to submission

o   Former Mission: Improve patient lives by delivering solutions that connect workflows and data

o   Necessary to differentiate ourselves, convey our value and channel enthusiasm for recruitment and retention

·       Consensus that we needed to “up our game” in the marketplace by being more prominent, confident, and future forward

·       Employees were fatigued by past efforts to establish mission/vision
If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):

Total 252 words used. If the word count is more than 25 words over the limit, please deduct one (1) point from your score.

·       Involved more than 20 team members and a brand identity agency, 26Five, and an interactive agency, The Media Image

·       Conducted an internal brand audit via 15 interviews with company leaders in early January 2022 to gather insights on what makes Clinical ink unique and how they perceive the company. Audit revealed:

o   Tagline, language and imagery less than/not at all compelling

o   Visualizations are confusing and unclear, preventing us from relaying our value

·       Conducted an external brand audit, including a competitive audit of 8 companies. External brand audit revealed we had an opportunity to stake our claim in that we are pioneers, offer holistic measures, and deliver success for simple and complex studies

·       Developed messaging architecture:

o   Brand promise: We power patients to empower clinical discovery

o   Vision statement: To always be at the convergence of data, technology, and patient science to advance clinical discovery

o   Mission statement: To unlock data to advance clinical discovery

·       Developed guidelines for tone of voice: compassionate, empowering, concise, collaborative

·       Developed new logo, tagline, design standards (fonts, imagery, color palettes)

·       Recognized that employees’ acceptance and enthusiasm were key to success

o   Created a Brand Center page with downloadable templates, guidelines

o   Offered gift cards for two brand champions a week post launch

·       Project Timeline:

o   January: Internal qualitative and quantitative research

o   February: Brand creation and refinement

o   Week of March 21: Finalization and internal brand launch with a “reveal” presentation

o   Week of April 11: Brand launched externally
If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):

Total 161 words used.

Since Clinical ink launched its new brand and website in mid-April 2021, we’ve seen great results. Thus far, the rebrand campaign has been supported by:

·       50+ new assets created to more clearly demonstrate “Why Clinical ink?”

·       A new, refreshed industry events strategy, with a new interactive booth and over 22 events attended or sponsored

·       90+ Salesforce campaigns conducted to propel company growth

·       All of these efforts have been supported by a refreshed, innovative marketing tech stack

Results from these efforts include:

·      56% news exposure increase

·      115% web traffic increase

·      312% social media exposure Increase

·      >$40M Total Contract Volume Pipeline – secured through our efforts

Additionally, in a company-wide employee survey, over 4/5 of Clinical ink employees reported that they believe the new mission and vision support the company’s current and future direction, and also that they provide clarity for external partners about what Clinical ink does and what makes Clinical ink different.
You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):

Total 66 words used.

We’ve provided supporting materials to demonstrate “before” and “after” as well as the examples to demonstrate the amount of work produced using the new Clinical ink brand.

·       Brand Guidelines

·       Brand One Pager

·       Rebrand Before and After deck

·       New Presentation Master template

·       Collateral examples:

o   Fact Sheet

o   Case Study

o   White Paper

o   Power Patient Outcomes Video

o   Digital Biomarkers Video

Attachments/Videos/Links:

Clinical ink rebrand
	Clinical_ink_Rebrand_Before_and_After_Stevie_Award_111422.pptx
	Clinical_ink_Brand_1_Pager_June2022.pdf
	Clinical_Ink_Brand_Guidelines_v03_2.pdf
	Clinical_ink_Template_082222_2.pdf
	Clinical_ink_eSource_Infographic_including_eSource_graphic_DDC_and_eCOA_messaging_1.pdf
	Clinical_ink_Digital_Biomarkers_in_Parkinsons_White_Paper_A2022_2.pdf
	Clinical_ink_WATCH_PD_Parkinsons_Case_Study_A2022_1_4.pdf
	Clinical ink Website
	Clinical ink

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Clinical Ink, Horsham, Pennsylvania: Clinical ink rebrand