Worldwide Clinical Trials
Creating "The Cure for the Common CRO"
Worldwide Clinical Trials had three challenges to overcome
Worldwide Clinical Trials is a contract research organization (CRO) founded by physicians with a passion for medical science and a commitment to innovative, safe, rigorously tested trials. Worldwide turned to BNO.garfield for a rebrand that would conquer three challenges: leveling the playing field against globally recognized CROs, overcome the negative perception many clinical sponsors have for CROs, and create a rallying cry for their internal brand, employees and recruits.
To begin, we conducted internal surveys and competitive analyses to map out the Worldwide ethos. This led to the creation of Worldwide’s brand statement: “The Cure for the Common CRO,” with “Be Uncommon” as the rallying cry of its internal brand. With that uncommon messaging came a bold new logo, look, and messaging. We applied these elements to their website, banner ads, social media images, collateral, brand style guide, trade show assets and print. The new campaign elements were launched at the Drug Information Association Annual Conference.
The launch of the new Worldwide and “The Cure” messaging at the DIA Annual Conference was done with great fanfare, carrying its new look and messaging to new and old audiences. Organic traffic to Worldwide.com rose from 6,500 visits per month to 11,000 in two months — a 75% increase that continues to trend upward. “We are the Uncommon,” the internal theme, continues to instill a sense of pride and purpose among employees and intrigue to new recruits.
With a whole new brand, Worldwide hit the ground running
The brand also extended onto their “Uncommon” employees
“The clinical research industry is a fiercely competitive space. We needed an impactful brand to extend our reach and level the playing field. We’re already seeing the benefits, and couldn’t be happier with the work BNO.garfield has done.”
Lynn Ledwith - SVP, Global Strategic Marketing & Commercial Operations, Worldwide Clinical Trials