This document outlines strategies for marketing contract research organizations (CROs). It discusses the challenges of marketing in the CRO industry given the small number of customers and complex services. Content marketing is recommended as an effective approach. Case studies are presented on how CROs/CMOs like Sanmina, HollisterStier, and Senn Chemicals have successfully used branding, websites, and social media to differentiate themselves and generate leads. The document provides guidance on developing a marketing plan and implementing both online and offline marketing programs for CROs.

1. Successful
Marketing
Strategies for
San Diego CROs
Marketing your CRO
for peanuts...
3/6/13 Mentus / 321 Medical Launch 1
Guy Iannuzzi
Mentus
March 7, 2013

2. Agenda
• Why CROs (you) need to market 19 slides
• How other CROs (them) are marketing
– Huge Case Study 12 slides
• Online visual vocabulary and social media
– Medium Case Study 17 slides
• Rebranding best practices
– Small Case Study 27 slides
• Website development details...
• How to market online more effectively 25 slides
– Giving it away...
– What’s with Social Media?
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3. Why?
17 Slides
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4. Google Search for CROs
Contract Research Organizations
– Page 1 – 10 organic listings, 11 ads
• Biocom CRO #3
• Rho Research in NC #5
• Xconomy article on SD CROs #6
• PPD #7
• Cato Research #9
– Page 2 – Synteract #10
– Page 3 – Covance #7
CROs
Page 1 – BiocomCRO #2, Covance #9
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5. SEO
• Search Engine Optimization
– Increasing site visits via high placement in search results.
– The higher the rank, greater number of visits
• Organic SEO
– Internal Content: Key words/phrases/content
– Onsite Optimization
• Clean up code, add more content, add unique content
• Everything Else SEO
– Pay-Per-click
– Offsite Optimization
• Anything on other websites effecting your site’s SEO
• Primarily good quality back links from big websites
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6. Why CROs Need to Market
• Smaller CRO providers are valuable...
– Fill specialized development needs
– Larger companies can not provide profitably
• Problem: Finding the right CRO – you
– Well over 1,000 CROs, $25-30 Billion market
– Fragmented industry ranging from large, international
full-service to small, niche specialty companies
• Most CROs struggle to differentiate
themselves
– Personal relationships the most important
– And lack deep marketing expertise or budgets
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7. Outsourcing is Now
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8. Outsourcing is Now
CROs are on the radar screen
• 388 pharmas/biotechs reported CRO clients expect a 9% increase in
outsourced R&D budget
• CRO penetration increased 35% 2010 to 38% in 2011
• 27% of large Pharmas and 47% of smallest expect to outsource
“Looking ahead several years, while client R&D
budgets will be flattish, the CRO industry
market’s move to higher involvement will
continue as clients replace less efficient internal
functions with more efficient and cost effective
external solutions.”
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9. CRO Market Realities
• Overcapacity, move from early research cutting preclin demand
– Preclinical CRO demand continues to be highly challenged.
• Massive global overcapacity at both outsourcers and biopharma sponsors
• Longevity of small price-aggressive players
• Continued move away from early phase investment by biopharma
• No near-term end to demand volatility and poor returns profile plaguing industry
• Traditional toxicology continues to struggle
• Discovery research positive trend within preclinical landscape
– Emerging opportunity
– Biopharma increasingly open to outsourcing these high-end services.
– Most promising study areas are focused around...
• biomarkers,
• computational biology,
• genomics, and other translational services.
– This emerging growth area may become a hotbed for M&A activity
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10. CRO Market Realities
• Late phase is a beneficiary of ‘strategic outsourcing’
– Late phase CRO services have seen far better demand
• Growing preference toward comprehensive ‘Strategic Outsourcing’
• Consolidation of vendors vs. an expansion of addressable market
• Leading to improved penetration and superior market growth
• Margins challenged by upfront investments of “strategic”
deals
– Risk increased by youth of relationships
• Unfavorable terms of initial contracts limiting near-term profitability.
• Growing pains for CROs similar to consulting industry in
infancy.
– Consulting industry is best example
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11. Marketing CROs is Challenging
• Customer base made of few, high-value customers
• Managing relationships vitally important
• Services more ambiguous than tangible products
• Increases uncertainty
• Purchasing decision difficult for scientist-customer
• CROs must project knowledge and expertise
• Make researchers comfortable entrusting them
• Uncertainty requires experiential marketing methods
• Potential to drive demand for those that execute it properly.
• Content marketing is therefore highly valuable
• The web is ideal for content marketing
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12. Standing Out...
• CRO marketing must build value
– Guide researchers in their purchasing decision
• You must...
– Build your brand
– Position your services within a crowded marketplace
– Draw customers with high-impact marketing
techniques
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13. Your Challenge
• Can you be trusted?
– Do you know what you’re doing?
– Have you enough experience?
– Can you be relied on...
...pick the right pain point
• Create the best answer
• Get your prospect(s) to know it
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14. Marketing Genuinely
• Projecting Value
– Provide value at the beginning of any interaction
– Value projected through useful content
• Compelling content builds your brand
• Establishes thought leadership
• Makes customers come back when they’re ready to engage
• Agency’s role...
– To create, manage content engaging your audience
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Marketing is not the art
of finding clever ways
to dispose of
what you make.
It is the art of creating
genuine customer
value.!!
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15. Content Marketing
What is Content Marketing?
• Creating and sharing content to promote a
product or service
• The focus may not be about your company...
– Include mix of problem-specific information and
thought leadership
– Become (look like) the best resource to solve your
prospect’s problem
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16. Content Marketing Principles
• Risk Mitigation
– Content marketing develops trust
• Provides buyer information to help them make the right decision
• Reduces both organizational and personal risk
• Lead Generation
– Content is used to drive traffic to your website
– Captures leads through forms
• Lead Nurturing
– Content must educate and inform as a lead develops.
• Lead Scoring
– Should be tied to prospect’s interaction on website and
through nurturing campaigns
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17. Your most powerful sales &
marketing tool
• A good website is critical in your sales process
• It can help you:
– Generate leads
– Nurture existing leads and move them closer to purchase
– Deliver information about your products & services in a compelling way
– Process orders, cross- and up-sell, and run special promotions
– Communicate with existing customers and distribution channels
– Generate publicity
• It is an interactive brochure
– Speaking with different groups
– Converts visitors into prospects and prospects into customers
– An extension of your brand and an example of the quality of work you do
• Must effectively communicate and support your brand
• Wrap your site with richer content and marketing functionality
– Access broad and potentially lucrative marketing capabilities
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18. Branding Strategy Roadmap
• Create a Marketing Plan
– Establish Objectives for a Marketing Plan
– Evaluate Market Environment and Brand Differentiators
• Evaluate CRO Image/brand
• Implement Branding Program
– Develop an Effective Positioning
– Develop/evolve an Effective Identity
• Implement Sales and Marketing Program
– Develop an Effective Online Presence
– Develop Effective Sales Collateral
– Develop an Effective Presentation Outreach Program
– Consider a Social Media /PR Initiative
• Monitor the Marketing ROI
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19. Online Marketing Process
!"#$"%&
'(%)%"*%&
Competitive
Positioning
Marketing
Campaigns
Brand
Strategy
Marketing
Plan&Budget
Email
Marketing
Online
Advertising
Search
Marketing
Social MediaWebsites
Corporate
Identity
Messaging
Sales
Literature &
Tools
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20. Simplify
3/6/13 Mentus / 321 Medical Launch 20
Response Current Goal A Goal B
Advertising 16 % 0% eliminate 15% no change
Direct mail 0.0 % 0% no change 0% no change
Special
events
7.5 % 7.5% no change 7.5% no change
Publicity 7.5 % 7.5% no change 7.5% no change
Brochure 7.5 % 7.5% no change 0% eliminate
Newsletter 7.5 % 7.5% no change 0% eliminate
Web site 24 % 40% increase 40% increase
Networking 30 % 30% no change 30% no change
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21. How
Other CRO/CMOs are Doing It
16 Slides
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22. Case Studies in Success
• Electronic Contract Manufacturing
– Sanmina
– Engineering and fabricating electronic components and
complete end-to-end supply chain solutions to Original
Equipment Manufacturers (OEMs)
• Pharmaceutical Contract Manufacturing
– HollisterStier Laboratories
– Immunotherapy and contract manufacturing
• Pharmaceutical Contract Manufacturing
– Senn Chemicals
– Early development to commercial API manufacture
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23. Sanmina
What We Make, Makes a Difference
12 Slides
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24. Case Study #1
• Electronic manufacturing services (EMS) Industry
– Electronic Contract Manufacturing (ECM)
– Design, test, manufacture, distribute, and repair for
electronic components for original equipment
manufacturers (OEMs).
– SCI (then Space Craft Inc.; now Sanmina) was the first
major EMS company in North America.
• Range of sizes
– Tier 1: >$800m/1Billion
• Foxconn/HonHai (about $50B) (of the famed iPod city scandal),
Flextronics (about $35B), Jabil, Benchmark Electronics, and
Sanmina-SCI (about $10B)
– Tier 2: $250/300m to $1B
– Tier 3: <$250m
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25. Sanmina History
SanminaSCI
• SCI was founded in a basement in Huntsville, AL in
1961 growing into a billion-dollar business by
constructing aerospace components.
• The Sanmina company was founded by Jure Sola in
1980, as a printed circuit manufacturer.
• In December 2001, Sanmina merged with SCI for $6
billion.
• San Jose, CA company has 41,000 employees in
over 20 countries, and 2012 revenues of over $6
billion, #366 on Fortune 500 list.
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26. • Mentus has produced both investor and online
communications for the last decade
• Sanmina needed to refresh its brand and online
persona
• Needed to incorporate a content marketing
program online
Sanmina-SCI Branding Visual
Vocabulary
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27. Branding Visual Vocabulary
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28. 28
Sanmina
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29. Trade Exhibit
29
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30. Corporate Website Concepts
30
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31. Final Corporate Website
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32. Viking Division Website Concepts
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33. Medical Device Website
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34. Social Media Program
LinkedIn Campaign
• Sanmina's medical division is investing in LinkedIn's
display ad units to promote brand awareness around
Sanmina's medical manufacturing capabilities.
• Industry: Medical Devices, BioTech
• Function: Operations, Engineering, Prod. Dev.,
Research Engineer, Management
• Seniority: Director level and above (Director, VP,
SVP, EVP, COO, CTO, CIO
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35. HollisterStier
At Your Service
17 Slides
3/6/13 Mentus / 321 Medical Launch 35

36. Case Study #2
HollisterStier
• Contract manufacturer
– high quality sterile injectables for the global
pharmaceutical and biopharmaceutical market
• Product Value:
– Multidisciplinary teams
– Custom solutions from development through
commercialization
• Committed to meeting customer expectations
– From quality manufacturing to regulatory support
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37. Moving to the Next Level
• Needed to redefine and reinvigorate their brand
• HollisterStier was moving from a tier three to tier
two contract manufacturer
– Expansion program underway
– Pursuing larger pharma players and bigger contracts
• Company at a ‘positioning crossroads’
– Management team divided on positioning
– “Would it really move the needle for the company?”
3/6/13 Mentus / 321 Medical Launch 37

38. Opportunity
• Mentus conducted research to determine
– What customers most valued in a CMO
– What they believed about HollisterStier
– How HollisterStier compared to the competition
• Highest rating...?
– HollisterStier’s commitment to quality and dedication
to customer service and delivering as promised
• Instead of price, speed and technology(!)
Mentus / 321 Medical Launch 383/6/13

39. Manufacturing Positioning
Statement
• HollisterStier Contract Manufacturing is a
customer-centric group of professionals
dedicated to the manufacture of high quality
sterile injectables for the global pharmaceutical
and biopharmaceutical markets.
• Our multidisciplinary teams provide custom
solutions to customer specific project goals from
development through commercialization.
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40. Allergy Positioning Statement
• HollisterStier Laboratories is a customer-
centric group of professionals dedicated to
consistently delivering the highest quality allergy
products, customer service and manufacturing
operations for the global allergy market.
• Our customer relationships are built on mutual
respect, trust and the shared desire to provide
the best possible care to the patient.
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41. Messaging
The HollisterStier team is dedicated
to exceeding customer expectations.
The company is committed to providing
the quality that you expect and
the service that you deserve.
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42. Program Implementation
• Visual vocabulary leveraged HollisterStier’s
customer-centric business model
• Creative platform made an immediate read and
emotional connection with the positioning
• A communications plan rolled out the positioning
• Plan included trade shows
advertising and
editorial calendar opportunities
Tagline “At Your Service”
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43. Corporate Brochure
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44. Advertising Platform
At Your Service
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45. 45
Trade Show Booth
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46. Sales Aids/Ads
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47. Project / Sales Binder
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48. Allergy Division
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52. Results:
• HollisterStier launched new brand at BIO 2006
– Supported introduction with trade advertising and
direct mail
• Company secured 4X qualified leads
– and a 45% increase in sales
• Acquired by Jubilant Organosys
– June of 2007.
• Jubilant supports these marketing initiatives
– Which are revolutionizing the Allergy industry
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53. Senn Chemicals
Chemistry: Targeting Your Success
27 Slides
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54. 54
Case Study #3
Senn Chemicals
• Research based, Swiss custom contract
manufacturer founded in 1963
• Development, scale-up and large scale custom
manufacturing of peptides, peptidomimetics and
complex organic molecules
• 45 year track record of production expertise,
employing 100 motivated and qualified people
worldwide
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55. Moving to the Next Level
• Needed to redefine and reinvigorate their brand
• Needed to make online presence more professional
– Pursuing larger pharma players and bigger contracts
– More competitive environment, especially in U.S.
• Company at a “marketing crossroads”
• Needed to be seen as technology and service
leader
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56. Old Website
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57. Program Implementation
• A new brand positioning was developed
• Creative platform made an immediate read and
emotional connection with the positioning
• A communications plan rolled out the positioning
• Plan included New website
Trade shows
Advertising
Tagline “Chemistry:
Targeting Your Success”
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58. Brand and Website Concepts
• Our pursuit of excellence
• The Swiss connection
• Taking it personally
• Where every step counts
• Focus on the target
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59. Brand Design
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78. Website SiteMap
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79. Senn Website
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80. Trade Exhibit
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81. How
You Should Do It
(Hint: Start with your website...)
24 Slides
3/6/13 Mentus / 321 Medical Launch 81

82. Your most powerful sales &
marketing tool
• A good website is critical in your sales process
• It can help you:
– Generate leads
– Nurture existing leads and move them closer to purchase
– Deliver information about your products & services in a compelling way
– Process orders, cross- and up-sell, and run special promotions
– Communicate with existing customers and distribution channels
– Generate publicity
• It is an interactive brochure
– Speaking with different groups
– Converts visitors into prospects and prospects into customers
– An extension of your brand and an example of the quality of work you do
• Must effectively communicate and support your brand
• Wrap your site with richer content and marketing functionality
– Access broad and potentially lucrative marketing capabilities
3/6/13 Mentus / 321 Medical Launch 82
87% of customers said their
online interaction with the
company “positively
impacted” their likelihood of
purchase from that company
Twitter Study

83. Medical Marketing Paradigm
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84. Your Website
Marketing
3/6/13 Mentus / 321 Medical Launch 84
Marketing
Leads
Social
Media
Marketing
Email
Marketing
Organic
SEO
Analytics
Conversion
Optimization
PayPerClick
Adwords
Content
Marketing
Offline
Marketing
Offline
Marketing

85. Increasing engagement and interactivity
(Getting visitors to stick around)
Research shows...
• The longer someone stays on your site, the more
likely they are to do something on it.
– They're more likely to ask a question, subscribe to your
newsletter, or email you...
• Draw and keep visitors
– by giving them a reason to come and explore your site
• Make your site more interesting
– Inform and entertain your visitors.
– A good place to hang out – “stickier”
– A sense of community helps bring people back.
• Besides content(!), engagement devices can help.
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86. Engagement Devices
• Using Images
• Videos
• Online Help
• Online Forum
• News Column
• Newsletter
• Search Engine Tool
• Entertainment
• Opinion Poll or Survey
• Syndicated Content
• Excerpts
• Free Downloads
• Blogs
• Social Media
- LinkedIn
- Facebook
- Twitter
- YouTube
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87. Make your site more interesting
• Pictures of people improves responsiveness over
53%
• Using video can deliver a fuller experience for
visitors.
– A third of the total time spent online is with video.
– Featuring video increases responsiveness by 49.5%.
• Data-entry fields improves responsiveness over 52%
• Dynamic changing XML text improves over 49%
• Greater interactivity improves over 48%
• Multiple links improves over 38%
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88. Video Best Practices
• Keep videos short (30 seconds to 3 minutes).
– Web users have short attention span.
– Cut your video down into "bite size" pieces
• Consider a short “teaser video”
– Tells what's in store if they visit site to "view our full length video”
• Videos need to be interesting, and humor can help
– Create interest with key points viewer wants to know more about
– Create a series of different short videos to cover different things
– Use lowest bandwidth
• Allows viewers to view on broadest range of devices
• The more options you provide, the wider your audience
• Consider your SEO tactics via YouTube
– Hosting video on your website supercharges your results
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89. Syndicated Content
Repurposed Content
• Easy for websites to offer fresh, up-to-date information
– Takes hardly any effort
• Many online sources enable re-posting of their content
– Reports, articles, reports, or tips, etc.
– In return for this content, you include the author’s info
• A few good sources can help beef up your newsletter for a long time
• Examples of online syndicated content:
– Daily self-empowering message
– Brain teasers, "On This Day In History" events, wine content, top software
downloads
– 75 different self-updating news channels
• Sports, environmental, travel and family/parenting, career and employment, pets, world
news, health, religion, and science
– Personal daily horoscope(!)
– Quote of the day
– Latest entertainment news
– NASA Photo of the Day
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90. Opinion Poll or Survey
Online Surveys
• Opinion polls create interest, add interactivity
– Great as a survey tool
– Very effective if news is important in your industry
• Important to update surveys regularly
– Post the results of previous opinion polls
• Polls provide visitors’ opinions
– Best way to find out what you want, but were afraid to ask
• Many online survey tools available
– 99polls provides customized surveys and polls
– 80% of Fortune 100 currently using SurveyMonkey
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91. Other Engagement Devices
• Live Person Engagement
– Getting help with real "live" person builds engagement
• An online forum or questions submission section
– Powerful mechanism for marketing a sense of
community
• A news column makes your site more interactive
• Provide quality information through a newsletter
– Builds credibility, trust, and brand awareness
• Excerpts of large documents/videos increases
interactivity
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92. Excerpts
Parts of Larger Documents
• Excerpts of large documents or videos increases
interactivity
– Simply provide a download of part of your document
• Enables capture of prospects’ email addresses(!)
– Reveals subject interest
• Excerpt download gives visitors opportunity to
“sample”
– Just like in a bookstore
– Online equivalent of having a good browse
• Really useful with extensive video or audio material
– Use your best "sound bite" as your excerpt teaser
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93. Free Downloads
Viral Marketing Content, Software, eBooks,
Templates
• "Give and you shall receive!"
– Giving something away increases your “market reach”
– Ask visitors to pass on to their friends, clients, and others
• Create out of existing materials with minimal effort
– This can both entertain and inform people
• If powerful enough, it will spontaneously go viral
– Simply because it has such an effective message
– Can incorporate humor, human interest, candor, or
anything that appeal to the human psyche
• Keep it relevant to your audience, industry and
brand
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94. New Media
• Blogs
– User-generated website with entries in journal style
– Displayed in a reverse chronological order
– Video blog includes video
• RSS
– web feed formats used to publish frequently updated digital
content, such as blogs, news feeds or podcast
• Social networks/Social Media
– Facebook
– LinkedIn
– YouTube
– Twitter
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95. Twitter
• 31% of users follow a brand
• Over 7,800,000 brand recommendations per month

96. YouTube
• It is the most powerful on-demand communication
platform in existence (OPA study)
• It has the potential to be viral
• It’s high impact

97. Facebook
1 billion

98. LinkedIn
• 200 million members in over 200 countries.
• Executives from all Fortune 500 companies members.
• Purely professional social media forum
– Makes it integral to any social media plan

99. WALK
Slowly establish
digital presence
RUN
Build relationships
Make friends
FLY
Engage with
the community
Company wide
media audit
Blog monitoring &
benchmarking for
corporate brand
conversations
Establishment of
a global
New Media
Task Force
RSS Feeds
Key Opinion Leaders
(KOL) and Patient
Videos
Identification of
Influential Bloggers
and Key Contacts
Vetting of concerns
with legal, regulatory,
commercial and other
key internal functions
Take part in social
media conference and
events
Engage on other
companies’ social
media platforms that
align with your interests
and issues
Be honest, transparent,
talk about things people
are interested in, offer
guidance and help
where appropriate
Corporate Blog
Corporate Facebook
page
Twitter sites
YouTube presence
Collaboration Site
CRAWL
Understand
stakeholder insights

100. Social Media Rules
• Immediacy
• It’s a conversation, not a campaign
• Must be based on core business goals
• Must scale across the organization
• Authentic consumer input

101. YouTube Examples
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102. LinkedIn Examples
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103. Twitter Examples
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104. Facebook
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105. Blogs
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106. Take Aways
• Select the right channel to reach your target
• Conversion and take-up is the focus
• Research “best practices”
• Just because the technology is there, doesn’t mean it is
the right tool for your audience
• Limited budget: choose one or two technologies that...
– Support your CRO business goals
– Support your message(s)
– Measurable for effectiveness
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107. AB%)60")&-"5&<")7%()&&
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?!

108. Successful
Marketing
Strategies for
San Diego CROs
Marketing your CRO
for peanuts...
3/6/13 108Mentus / 321 Medical Launch
Guy Iannuzzi
Mentus
March 7, 2013