New campaign from Thermo Fisher Scientific puts a face on pharma manufacturing10 Apr 2018
First Pharma Services brand campaign from Madras celebrates the unsung heroes who get life-saving drugs to market.
New advertising for the Thermo Fisher Scientific Pharma Services portfolio, which includes both the Patheon and Fisher Clinical Services brands, puts a face on end-to-end drug development and delivery by celebrating real employees who bring expertise and commitment to deliver life-saving drugs to market.
The campaign, developed with the agency Madras, marks a bold shift for the CMDO away from traditional capabilities and capacity communication that are standard in the space. By putting real people front and center in an integrated digital and print communication program directed at prospective clients and investors, the new campaign brings heart to what had been a purely scientific category.
Artful photography brings to life the human ingenuity that sets Thermo Fisher’s Patheon and Fisher Clinical Services businesses apart. Although any CDMO can offer technology and capacity, true excellence is only possible when the right people are in the lab and in the plant to see opportunities and offer insights to overcome challenges.
The new campaign tells real stories of how Thermo Fisher’s employees make, solve and deliver for clients. And it always comes down to a combination of heart and science.
The campaign comprises three employee message pillars: “MADE WITH Process and Purpose,” “SOLVED WITH Chemistry & Conviction,” and “DELIVERED WITH Capacity & Compassion.” The stories are real-life depictions of employees’ prowess and passion.
Perhaps the even more compelling campaign message pillar is “MADE FOR Trials & Triumphs,” which recognizes the driving force behind every Thermo Fisher Pharma Services employee’s work effort: making life-saving medicines available for real patients, every day.
“We found that the Patheon and Fisher Clinical Services brands leadership comes down to human ingenuity and commitment, so we put a face on the people who make vital cures available,” said Bill Davaris, chief creative officer at Madras. “Their commitment is extraordinary. We visited a factory where they played a video of patients before they started work, like rallying for a big game, getting everyone motivated to make it right, and make it on time. So, we created ads to evoke this human difference.”
Industry ads debuted on 20 March at the DCAT conference in New York City, while mainstream advertising broke 30 March in USA Today and other publications.
“Patheon and Fisher Clinical Services are already recognized leaders in the pharmaceutical industry,” said Bridget Johnson, vice president of marketing, Thermo Fisher Scientific Pharma Services. “This new campaign celebrates the individuals who earned that leadership position, and who will continue to deliver unmatched value for our clients in the future.”
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