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Quintiles (Research Triangle Park, NC) has launched a new positioning and brand identity.
“The New Health is our description of the rapidly changing world of biopharma,” said Quintiles Chief Operating Officer John Ratliff in a company press release. “We define the New Health in a number of ways, both as a journey and as a destination. The term encapsulates the risks and opportunities biopharma faces in today’s changing economic and healthcare settings.”
Quintiles’ new positioning includes the introduction of a unified brand, a new visual system, an updated logo, and new company tag line (“Navigating the New Health"), all designed to communicate the company’s business approach and the transformative changes it is making within the biopharmaceutical industry.
The new brand identity is being launched behind an advertising campaign that communicates a patient-centric vision of change. The first wave of repositioning will be launched in online advertising and will be followed by a sustained trade and business media print campaign across the United States, Europe, and Japan.
For a video on the New Health, click here.