A leadership positioning – Shortening the Distance From Lab to Life
We set out to identify the leadership position for a global brand in this dynamic space. We were seeking a solution that went beyond the category-generic “we save lives.” We wanted to be seen more in the light of a modern notion of McKinsey meets FedEx – as a way of capitalizing on the smarter/logistical advantage Syneos offered its customers.
In speaking with pharmaceutical executives, we learned that the notion of a company helping its clients be more efficient in the drug development process without compromising the scientific integrity appealed to decision-makers. Moreover, given that Syneos Health has innovated by collapsing existing organizational silos, operating with agility, and being insights-driven, we had clarity around a global leadership platform for the company that would resonate — Shortening the Distance From Lab to Life.