Marketing Strategy

Looking to inform its brand strategy, a world-leading biotechnology company came to Ferrazzi Greenlight to attain a broader understanding of its perceived image among several key constituencies.

We designed and conducted highly-targeted, qualitative, and quantitative assessments of the perception of the company among a sophisticated audience of Ph.D.'s, post-doctoral students, and physicians.  Based on the findings, we recommended changes in the client’s messaging and marketing mix.

The company subsequently retained Ferrazzi Greenlight to perform an annual follow-up to measure perception relative to the first year's baseline, as well as to explore the influences that inform the constituencies' perceptions of biotech.