DSM Pharmaceutical Products is a supplier of contract manufacturing services to the pharmaceutical industry. When its US corporate offices moved to Greenville, NC in the late 1990’s Eye Integrated was selected to handle its marketing communications support.
The Opportunity
The pharmaceutical industry in one of the most highly regulated industries in the world and failure to meet the most stringent manufacturing guidelines (cGMP) can spell disaster for companies who provide contract-manufacturing services. DSM had gone through a rough period for quality management following the acquisition of its Greenville, NC site from Catalytica.

Working closely with the FDA, DSM was able to quickly correct their manufacturing problems. The challenge was to communicate the vastly improved capabilities to the marketplace.

The Solution
Collaborating with the marketing team and senior management at DSM, Eye Integrated developed a highly focused campaign that was designed to let the marketplace know that the previous issues were behind them. The industry could come to them with confidence, knowing that they could get what they needed “Right Here, Right Now.”

This straightforward message was conveyed across all media. A series of ads were placed in key pharmaceutical industry publications and in other media ranging from brochures to trade show booths.

The Result
Over a period of about three years the image that DSM wanted in the marketplace was achieved. They not only solved their technical issues but moved boldly to let the entire industry know of their improved capabilities. With Eye Integrated’s help, DSM was able to overcome an image problem that could have been fatal to its business.

After the “Right Here, Right Now” campaign, Business improved significantly and the campaign was considered a great success in terms of both actual business generated as well as interest from potential clients in the form of inquiries and submitted proposals.

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