'Innovex global repositioning' wins Best brand campaign for Innovex

Innovex is a provider of international sales teams to pharmaceutical and biotech companies worldwide. In 2004, it wanted to reposition itself from being seen as a sales organisation to a company that handles all aspects of commercialisation for the pharmaceutical industry.

Over the next three years it developed a whole suite of commercial services including market-entry planning, pricing, analytics, medical communications, strategic handling of signage and the teaching of patients to administer their own treatment. Other services were being added all the time and all services were beginning to be offered internationally.

However in 2004, it was decided that it needed to reposition itself from being seen as a sales organisation to a company that handles all aspects of commercialisation for the pharmaceutical industry.

Innovex had changed so dramatically that the target audience of medium to large pharmaceutical and biotech companies in the US, UK, Italy, Germany, Spain and the Netherlands had been left behind. Such a radical change needed to be made firstly credible and attractive to vice-presidents and directors of sales and marketing.