Thermo Fisher Spotlights its Problem-Solvers in Campaign Aimed at Pharma Clients

FiercePharma 16 April 2018

Thermo Fisher is showing its real face to pharma clients. Make that faces—those of its employees and the patients they help. In its new campaign directed at pharma companies, Thermo Fisher Scientific Pharma Services is looking to personalize its drug development and delivery services.

Each print ad in the series features a breakthrough by one of its the company’s scientists. “Solved With … Chemistry and Conviction,” one headline reads. Another ad shows a patient and her mother under the headline “Made For … Trials and Triumphs.”

Spotlighting people behind the scenes isn’t just a new thing for Thermo Fisher. But it does mark a shift in the contract development and manufacturing industry, where marketing tends to focus on capabilities and capacity, said Andrew Ladden, co-chief creative officer at Madras, Thermo Fisher’s agency of record.

He likened the current communications in the category to a “capabilities war,” with each company trying to one-up the others by touting stats like the number of manufacturing plants they offer or their capacity to do work.

“We took a step back and looked at Thermo Fisher’s positioning ‘Making tomorrow’s medicines available today’ and as we talked to them about how they do that, the thing that kept coming up was the stories,” he said.

“There were people at the company who had surprising or unexpected insights that led to success in getting a drug to clinical trial ahead of schedule, or resulted in saving lives that would have been lost,” he said.

Madras called it “human ingenuity” and made it the centerpiece of the campaign.

The campaign also aims to break the misconception that Thermo Fisher only works with Big Pharma. In fact, 85% of the company’s business comes from small to medium-sized pharma, Ladden said. Putting faces to the company helps show its accessibility to those smaller clients.

The campaign will run in print publications—it has already appeared in USA Today—and digital and social channels with animated photo banner ads featuring Thermo Fisher employees and patients.

“It really is the people behind the company that make the difference. It’s not just the scientists and the researchers and the tech people,” Ladden noted. “There are stories of people on the plant floor who are not Ph.D.’s who hear about a challenge and decide to work three shifts around the clock and through holidays to make some schedule because they’re a clinical trial waiting and they want to help these patients.”

“We just kept getting inspired over and over again,” he said.

The new campaign comes a year after Thermo Fisher acquired Patheon in its bid to enter the CDMO market in a $7.2 billion deal.

Thermo Fisher Scientific Forgoes Jargon For Passion In New Campaign

MediaPost 02 April 2018

Thermo Fisher Scientific is launching a new campaign that purposefully downplays the dense technical aspects of what the company does by focusing on the potentially life-saving products the company produces and the people that develop and deliver those products.

The integrated digital and print campaign, developed with agency of record Madras, marks a departure from previous efforts for the contract development manufacturing organization which tended to focus on purely scientific capabilities.

The new campaign tells real stories of how Thermo Fisher’s employees make, solve and deliver for clients, emphasizing both the “heart and science” of what those workers do.

Taglines include, “Made With Process And Purpose,” “Solved With Chemistry & Conviction,” And “Delivered With Capacity & Compassion.” Also, “Made For Trials And Triumphs.”

“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.

Industry ads debuted on March 20 at a trade conference in New York City, while mainstream advertising broke March 30 in USA Today and other publications.

Thermo Fisher Scientific: Made with by Madras Global

The Drum 30 March 2018

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 agency of record Madras, marks a shift for the CDMO (contract development manufacturing organization) category leader, 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. While 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 in the moment.

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.

Another 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.