IFF Pharma Solutions has been recognized for its marketing strategies and leadership in controlled release technologies, earning the Marketing Award for Brand Leadership in the 2024 Pharmaceutical Technology Excellence Awards.
The Pharmaceutical Technology Excellence Awards honor the most significant achievements and innovations in the pharmaceutical industry. Powered by GlobalData’s business intelligence, the Awards recognize the people and companies leading change and shaping the future of the industry.
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IFF Pharma Solutions won the award for its innovative campaign, strategic thought leadership, and resilience in overcoming challenges. The company’s “Timing is Everything” campaign set new industry standards and effectively emphasized its product brand identity and leadership in the market.
Innovative campaign design: The “Timing is Everything” campaign
IFF Pharma Solutions’ “Timing is Everything” campaign is a testament to its innovative marketing and communications capability. The campaign was meticulously structured in three distinct phases, each designed to underscore the company’s expertise in controlled release polymers. The first phase focused on raising awareness about the significance of controlled release technologies, emphasizing how precise timing in drug delivery can enhance patient outcomes by ensuring medications are released at the optimal moment. The second phase introduced a pioneering brand platform, which served as a dedicated resource for controlled release solutions, offering detailed insights into the benefits and applications of their unique polymers. The final phase consolidated these efforts by showcasing practical applications, demonstrating the tangible benefits of their technologies.
By structuring the campaign in three distinct phases, the company successfully launched a best-in-class dedicated brand platform for controlled release polymers. The campaign brought to the forefront three flagship polymers—METHOCEL™, POLYOX™, and ETHOCEL™—each with a refreshed identity and individual storyline. METHOCEL™ — Pioneering Then, Innovating Now; POLYOX™ — Versatile Across Complex and Unique Applications and ETHOCEL™ — Proven Time After Time. This innovative design underscored IFF Pharma Solutions’ commitment to leading through innovation and providing comprehensive solutions for controlled release applications.
Strategic thought leadership and brand positioning
A key factor in IFF Pharma Solutions’ recognition is its strategic thought leadership and brand positioning. Through impactful global press releases, articles and well-crafted public relations strategies, the company has firmly established itself as a leader in controlled release technologies. The initiatives included a global press release to launch the ”Timing is Everything” campaign, significantly enhancing brand visibility on its controlled release thought leadership platform. Additionally, the campaign featured a global webinar that drew hundreds of live attendees. This initiative not only reinforced IFF Pharma Solutions’ position as a thought leader, but also facilitated knowledge sharing and industry engagement. It drove conversations and influenced market trends. The strategic use of media and public relations effectively communicated the company’s expertise and leadership in the field.
Overcoming challenges with resilience and strategic foresight
IFF Pharma Solutions demonstrated remarkable resilience and strategic foresight in overcoming changes in ownership, which required rebuilding a digital presence. The campaign addressed this challenge by emphasizing its strong brand equity and leveraging a comprehensive integrated marketing approach.
The company’s integrated marketing approach seamlessly combined various channels to engage and educate its audience. The campaign featured a cohesive brand narrative and a creative visual identity that enhanced visibility and engagement across multiple platforms. Social media played a crucial role in this strategy, with a targeted campaign that included impactful countdowns and engaging content to build anticipation and drive traffic. Additionally, the company produced a series of webinars and blog articles that provided in-depth insights into controlled release technologies, reaching a wide audience and fostering a community around these innovations. By leveraging earned media, the campaign extended its reach, further reinforcing IFF Pharma Solutions’ leadership in the industry. This comprehensive approach not only engaged the audience, but also educated them about the benefits and applications of controlled release technologies.
The campaign’s success was evident from its outcomes, demonstrating a significant increase in potential opportunities. Moreover, it provided customers with valuable insights, enhancing their decision-making and overall engagement.
“We believe that brand leadership is built on a foundation of trust and reliability, anchored in clear and consistent communication. While ingenuity is extremely important to us, it is never at the sacrifice of improving outcomes. This award underscores the indispensable role that effective marketing and communications play in establishing and maintaining credibility, nurturing partnerships and delivering success for our customers. It is a true honor and a testament to the passion and dedication of our entire team, and we are proud to continue to help shape the future of healthcare.”
– Lisa M. Miree-Luke, Global Communications Director, IFF Pharma Solutions
Company Profile
At IFF, we make joy through science, creativity and heart. As the global leader in flavors, fragrances, food ingredients, health and biosciences, we deliver groundbreaking, sustainable innovations that elevate everyday products—advancing wellness, delighting the senses and enhancing the human experience.
For decades, customers have come to recognize and trust the many strong brands of IFF Pharma Solutions including Avicel® and METHOCEL™, along with many other innovative solutions. Building on this rich history, we are embracing a future filled with new possibilities, providing answers at every turn and trailblazing in excipient science.
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