When clinical study network Empirican PRN was granted $1 million by UB’s Start-Up NY, CMO Irfan Khan knew that business was about to be booming. And when you’re talking about an industry that regularly booms in billions with a ‘b,’ it was clear that Empirican needed a rebrand that could keep up with his company’s impending growth. The stakes were high; the company’s mission is to improve the clinical study experience for patients, ultimately resulting in better health options for everyone. Khan turned to the experts at FIFTEEN for a wholesale rebrand.
It started with a name. The company had numerous service lines and capabilities, as well as numerous potential customers. The market will dictate which one of these services will catch on and move to the forefront in the future. The new name had to be encompassing and malleable enough to fit any outcome under its umbrella. After extensive research, brainstorming and a dash of soothsaying, Circuit Clinical™ was born.
Once the company had a name, it was time to give it a mind, body and voice. FIFTEEN worked tirelessly to fully grasp the entirety of the convoluted marketplace Circuit Clinical™ was positioned to disrupt. It was crucial to be able to speak multiple languages depending on who was listening. The design of the new website, built from scratch, as well as collateral such as business cards, sell sheets, onboarding materials and presentation decks had to reflect and balance the company’s revolutionary solution to a historically inefficient workflow while not crossing into the slick, glossy territory of the Pharma companies they were looking to bring on as clients. Circuit Clinical™ also features software offerings, and it was up to FIFTEEN to create a brand tree that could organically add new branches as the marketplace continues to evolve.
So far, the results speak for themselves. Circuit Clinical™ has increased its patient network from the hundreds to the hundreds of thousands, with the two million mark expected to be crossed in 2017. They have become the local clinical study facilitator of choice for Sponsors, ACOs and physicians. A hundred new jobs are being created in the region. The rebrand was highlighted in Forbes Magazine. And in November 2016, Khan announced a deal with the Buffalo Institute for Genomics and Data Analytics to run clinical studies at the Roswell Park Cancer Institute.
The partnership between Circuit Clinical™ and FIFTEEN is only beginning. Stay tuned as we continue to evolve together in the near future.