Next Capabilities Brief Fall 2010
- 1. overview n xt L I F E S C I E N C E S client Strategic marketing is the special sauce that propels good ideas into high- comments growth businesses. It infuses a deep understanding of customer needs and market forces into every facet of your business to ensure ongoing relevance and di erentiation. At Next Lifesciences, we create marketing strategies that “We‘re very pleased with the work give you an UNFAIR COMPETITIVE ADVANTAGE over your competition. you’ve done. Your professional & exacting approach will allow So, what makes us di erent? us to quickly get buy-in for developing our new service.” STRATEGY Our primary research e orts drive innovation by uncovering - Executive Vice President, Global CRO unmet needs and designing go-to-market strategies to capitalize on those opportunities. SCIENCE Our experience in the healthcare and biopharma sectors means we “The eloquent & independent already understand a lot about your business. More importantly, support you provided for your we understand your customers too. conclusions was amazing! This will de nitely accelerate our SIMPLICITY plans to break into the US Short, sweet and to the point. We craft communication as concisely market. Nice job!” as possible without losing meaning or accuracy. - Business Development Executive, Medical Instrument Company
- 2. services We provide custom-tailored strategies and tactics designed to grow and nurture your most valuable asset - your brand. Our straightforward featured approach drives every project we conduct, resulting in a foundation for sound decision-making. services Our services can be project or retainer based, and they are distributed across the three components of our approach: Primary Market Research & Analysis ASK Brand Positioning We conduct in-depth primary research and analysis to truly & Messaging understand your target audience’s needs and desires - separating ‘must-have’ from ‘nice-to-have’ o erings - and opening your eyes Marketing Plan to new opportunities to grow your business. Development / Execution THINK We de ne your sweet spot to provide focus to your positioning, New Product / Service messaging and operations. We then incorporate research, analysis, Feasibility company goals and positioning into actionable strategies & tactics. Brand Makeover DO & Refinement We develop innovative o erings, promotional tactics, and marketing collateral, executing on strategies, measuring e ectiveness and making changes as needed. Virtual Marketing Team Strategic Oversight
- 3. case studies A mid-stage specialty CRO with a good A global, industrial powerhouse was An emerging company had great (albeit inconsistent) reputation needed looking for the best way to turn an products and an adept sales team, but to improve its brand awareness, focus innovative scienti c process into a new, no full-time marketing support. the its service o erings and secure addi- high-growth business opportunity in the brand and message were no longer tional venture capital to support its lucrative toxicology screening market. representative of the skills and goals goal of being a global provider. they’d had at the launch. NEXT developed a marketing plan that: NEXT assessed the market opportunity by: NEXT refocused their positioning by: Aligned the company’s strengths Getting facts straight from the source Analyzing their core skills & with actual unmet market needs. via industry thought leader interviews. competitors to de ne & stake their Clari ed service pricing & stream- Discovering the truth regarding the position in the marketplace. lined proposal generation. market e ect of a pending regulatory Crafting fresh, current & accurate De ned the company’s brand & guideline. messaging & collateral. simpli ed its messaging. Debunking the assumption that Modernizing the brand identity to Launched a targeted promotional cosmetics & chemical companies re ect the company’s evolution & to campaign & a novel partnership were a solid opportunity. increase appeal to the target market. strategy. Supporting a direct-to-market Acting as a virtual marketing Packaged & presented the approach over a more conservative, department & consulting on all major company’s nancial worth to but less valuable partnership strategy. marketing endeavors. potential investors. results achieved $16M in venture funding secured Clari ed a complicated market Complete facelift in 8 weeks 30% increase in sales productivity Identi ed path to commercialization 100% increase in sales inquiries
- 4. experience Led by C. Anthony Jones, M.D., Next Lifesciences provides strategic marketing solutions to a variety of companies in the healthcare and life sciences industries. Clients range from global healthcare enterprises to client local emerging biotech companies. comments OUR TEAM “I appreciate the hard work you’ve done on our market Next Lifesciences utilizes ‘just in time’ independent expert teams to do the project at hand. We leverage our network of trusted experts to ful ll the skill require- assessment, especially the ments for a speci c project. Our model allows us to deliver extraordinary depth of comprehensiveness and clarity expertise beyond what any single rm can o er with fees that re ect actual work of your recommendations. performed...not overhead for expensive but unused resources. You’ve given us a lot to think about.” OUR PRESIDENT - Vice President, R & D Dr. Jones brings nearly 20 years of experience, including having led the creation Large U.S. Hospital Network of the Reuters Medical Newswires – the web’s rst medical newswire and one of Reuters’ rst pro table online ventures - and Baxter’s Advoy.com - the rst global online compliance management system for patients with chronic illnesses. A former strategist and process consultant with Deloitte Consulting’s healthcare “The new promotional brochure group, Dr. Jones also works with enterprise clients and emerging companies in you designed was a big hit at forging licensing deals, partnerships and acquisitions. An honors graduate in our recent tradeshow! We look chemistry from the University of Kentucky, Jones received his M.D. from the Johns forward to working with you on Hopkins University School of Medicine followed by a postdoctoral fellowship in future assignments.” medical informatics at Columbia University. . - General Manager Global Clinical Technology Provider