Right Here Right Now

DSM Pharmaceutical Products is a supplier of contract manufacturing services to the pharmaceutical industry. When its U. S. 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 bad period of time following the acquisition of the Greenville, NC site from Catalytica. Working closely with the FDA, DSM was able to quickly correct the manufacturing problems. The challenge was to communicate the vastly improved capabilities to the marketplace.

The Solution
Working closely 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 and the industry could come to them with confidence, knowing that the 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 Process
Over a period of about three years the image that DSM wanted in the marketplace had been achieved. Manufacturing excellence and communication to the marketplace were in sync. With step one completed, it was time to move forward in the marketplace to be more aggressive in promoting the dedication to customer’s needs that goes far beyond manufacturing excellence.

Again, cooperation between marketing personnel at DSM and Eye Integrated led to the next generation of messages. This message was centered are the theme of “delighting the customer.” All of the communications featured a symbolic customer being served in ways that stretched his imagination. Furthermore, each ad included real account executives from DSM. This approach created tremendous recognition for the account executives among their existing accounts as well as prospects.

The Result
In the first phase of the communications, DSM was able to overcome an image problem in the industry that could have been fatal to its business. First, they solved the technical issues then they boldly moved forward to insure that the entire industry knew of their improved capabilities. Phase two allowed them the ability to differentiate DSM from its competitors as it related to customer service. During both phases business improved significantly and progress was measured in terms of both actual business (the most critical) as well as direct results from the advertising (inquiries and submitted proposals).