small drop. great impact.

The internationally active pharmaceutical company medac is positioning itself as an innovation driver for the future. To give weight to the strategic realignment, we repositioned the brand and accompanied medac through the transformation process. The aim was to modernise the brand's image, charge it with emotion, and thus strategically position it strongly in the international marketplace.

Brand strategy and positioning

Structuring the complex task of a globally-endorsed umbrella group with various (product) brands, taking into account future market entries and different business models, as well as participating partners, was a complex challenge for us. The claim “medac improving human health” is the result of the medac corporate brand story we developed, which applies across countries and products. It captures the essence of the brand perfectly.

During the process, we conducted in-depth interviews with over 60 medac employees, partners, customers, and suppliers. This is because we value a sound, strategic basis. In doing so, we achieved a participatory process for designing the brand and the employer brand, including its ongoing activations.

Content and channel strategy

As part of a comprehensive content and channel strategy, we further developed the brand positioning we had already established- achieved through the help of a core content story and a cluster of topics and messages that guides all communication content, a channel strategy ranging from social to earned to owned media, various cross-channel formats, and an associated three-stage action and communication plan. As a result, we were able to provide our client with all the tools they needed for a successful brand launch and subsequent regular communication.