A UK governmental body had developed a strategy focussed on enhancing perceptions of “Business UK”, including life sciences, through a co-ordinated marketing effort.
In pursuit of this strategy, the client wished to develop quality marketing materials promoting the advantages of the UK as a location to conduct clinical trials.
Based on an earlier Kinapse-led forum, 3 growth areas were chosen where the UK was felt to offer valuable benefits.
The target audience for the brochure was pharmaceutical company executives making decisions on placement of clinical trials.
A number of interviews were conducted to gather data and identify case studies; interviewees included NHS stakeholders, charitable funding bodies and industry executives from Kinapse’s network.
Interview data were supplemented by extensive desk research and analysis.
Information was then consolidated and developed into brochure copy.
Final copy was handed over to the client for final design and publication work.
All research and copy writing was led by a UK-based consultant.
The project delivered high quality, positive, compelling and forward looking copy which delighted the client and removed the need for additional copy editing support (a usual standard step).
The copy has now been converted into a marketing brochure that supports marketing roadshows and personal discussions with senior industry executives.