Overview

Center for Breakthrough Medicines (CBM) is an advanced therapy focused Contract Development Manufacturing Organization (CDMO) dedicated to delivering life-changing treatments. Close to Philadelphia, the CBM campus is the largest fully integrated single-site development and manufacturing facility in the Advanced Therapies Market. 

Challenge

Because CBM is a rapidly growing organization both in terms of talent and capabilities, the goal was to create a brand conveying the uniqueness of their collaborative, partner-focused approach to drug development.

As a B2B life sciences organization their digital marketing efforts had to deliver technical, scientific content while driving search performance and keyword rankings. This required the need to develop a rich portfolio of digital and traditional marketing tools that could be implemented across web, social media, media placements and broadcast, conferences, talent acquisition, and client onboarding

Solution

Our work quickly developed an interim identity for CBM while removing some of the less effective legacy content and visual identity elements.  Agency 39A designed a digital marketing strategy to address CBM’s immediate marketing needs while simultaneously developing a longer-term brand and digital strategy. In parallel, our research, strategy, and content teams conducted a design sprint to define the future-state of the CBM website.  

Agency 39A  worked closely with CBM leadership, scientists, and business development teams to decode the value proposition, highlight key technologies, and illustrate the workflows and processes that set CBM apart from its competitors. We helped CBM navigate the regulatory hurdles of Biotech advertising on Google and other digital platforms. 

With a thorough understanding of CBM and the market, Agency 39A began keyword development to improve search rankings while also developing CBM’s  visual language to advance the brand identity.  Our initial concepting resulted in a new identity system and revised logomark, a keyword-rich content strategy to drive search performance and lead-generation, and a conversion-focused website strategy to leverage and convert the increase in site traffic. 

Results

This approach provided the CBM marketing team with more effective mission-critical marketing content and visual assets to instantly lift the brand at key industry events, talent acquisition events, and near-term digital marketing campaigns. The interim identity was immediately deployed on social media to gain instant ground on competitors. 

A reimagined identity system including a redesign of the CBM logomark, including all visual brand elements, and our digital-focused keyword rich content strategy produced rewritten technical, brand, and marketing content. We developed a performance-focused analytics capability, custom analytics and reporting dashboards while crafting Biotech PPC Google Ad campaigns that cleared regulatory hurdles. Our work resulted in a robust portfolio of marketing materials that enable CBM to attract, engage, and convert new business effectively.