Our Work / PRONAV Clinical

Brand Naming & Positioning 

Client Testimonial

Jim Kernan, Chief Operating Officer

“Frawley Branding took the time to research our target market and also speak with with our team, clients and partners. They asked important questions and distilled key insights which led to the development of our new brand name and positioning message. They captured the true essence of who we are, what we’re all about and why that matters to the specific clients we want to attract in the clinical trials space. I feel very confident standing in front of our brand today and would wholeheartedly recommend Frawley Branding to any ambitious business looking to unlock their potential.”

 

The Background

 

PRONAV Clinical is an Irish owned Early Phase Clinical Trial Solutions partner in Europe. The business has the knowledge, infrastructure and flexibility to provide customised and agile supply chain solutions for IMP Sponsors faced with navigating the challenges of Clinical Trial Supply, especially during an uncertain Brexit era. As navigators, PRONAV Clinical work in close collaboration with Sponsors to assure that their IMP is sourced, packed, labelled and delivered safely on time.

The Brief

 

Our brief was to develop a brand name, category and strategic position for a clinical trials solutions business. The new name was to be supported with a strong brand identity and narrative that attracted more of the right type of clients and differentiated the business from the competition.

Brand Strategy

Brand Research & Analysis

The following is a succinct set of client insights that emerged from market research conducted: 

 

  • Flexibility, adaptable and agile
  • Turnkey solution
  • Knowledge
  • Reliable
  • Approachable
  • Assurance (in safe hands)
  • Dynamic supply chain partner
  • Troubleshooters
  • Doers with a simple, common sense approach
  • Speed of response

Brand Positioning

Positioning Message

 

From an intensive brand workshop exercise and a series of brand strategy meetings, we devised the brand’s internal positioning statement. The statement succinctly articulated the brand’s points of difference, targets their clients’ need state and ultimately the value proposition PRONAV Clinical. This statement was then distilled down into the following positioning message:

 

Early Phase Supply Solutions

Rationale:

Early Phase: PRONAV Clinical specialise in Preclinical, Phase 1 and 2 clinical trials.

Supply: PRONAV Clinical have the Infrastructure, licenses and network available for importation, storage, primary & secondary packaging, labelling, QP release and temperature controlled logistics.

Solutions: PRONAV Clinical have the knowledge and flexibility to respond to unique IMP requirements, understand European regulations and maintain direct contactability along the journey.

 

Brand Vision

 

 

To be known as the early phase supply solution partners, who provide a gateway to clinical sites in Europe and beyond.

Brand Development

Naming 

Guiding IMP to clinical trial sites in Europe and beyond is a complex journey requiring knowledge of market specific regulations, packaging, labelling and QP release.

‘NAV’ is short for ‘navigate’, defined by the Oxford Dictionary as to, ‘guide over a specified route or terrain.’ As navigators, PRONAV Clinical help guide IMP sponsors through unchartered territory.

Brand Identity Design

Navigating IMP products safely to clinical trial sites is a complex journey, requiring experience and knowledge in order to overcome barriers to entry.

PRONAV Clinical provide a gateway to Europe and beyond through a seamless process represented by a clear path cut through the letter ‘O’, bridging the gap for sponsors who need their IMP navigated from source to clinical trial sites.

Brand Activation

Branding Solutions Delivered

Strategy 

 

  • Brand Audit & Analysis
  • Client/Partner Research & Insights
  • Customer Segmentation & Profiling
  • Naming Strategy
  • Brand Positioning
  • Brand Architecture
  • Messaging Strategy
  • Brand Vision

Design 

 

  • Brand Identity Design
  • Brand Guidelines
  • Stationery Suite
  • Digital Graphics
  • Website Design Advisory

Communications

 

  • Brand Narrative

Advisory

 

  • Strategy Workshops

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