Precision AQ
Through multiple acquisitions, Precision Value & Health’s CEO aimed to establish the world’s only one-stop solution for the entire drug commercialization lifecycle … thereby creating a new category.
With life sciences companies under increasing pressure to deliver bottom-line results as well as breakthrough treatments, the need for a single, seamless provider to help them take new medicines to market was greater than ever. Precision Value & Health, a world leader in helping life sciences companies navigate the complexities of commercialization, was poised to be this provider. Now, the company needed to unite its expanded services into a singular offering that could stand up to a large and loud competitive set. Equally important: uniting employees brought on board through acquisitions into one focused, purpose-driven workforce.
Our research revealed that companies in this category all focused on the concept of marketplace access. In fact, the word “access” was so ubiquitous that it no longer signaled much of anything. To connect more powerfully with customers, we redefined the concept of access to create a new category. Now, access would mean more than access to the market; it would mean giving pharma companies access to better data, better people, better processes—thereby giving patients access to vital new treatments. Reflecting this shift, we built a brand around a newly-defined purpose: empowering access to life-changing medicine for all.
To support this new purpose-led brand, we developed a new name: Precision AQ. The name, which stands for Precision Access Quotient, reflects the organization’s approach to removing barriers—fusing science (IQ, or Intelligence Quotient) and empathy (EQ, or Emotional Quotient). The result is “AQ: Access Quotient,” a critical ingredient in navigating the therapy-to-patient journey, informed by data-driven analytics and insights. It’s a new name for a new way of thinking … in a new category.
The brand and purpose statement—reflected in the new name, a new website and a compelling employer brand—worked together to inspire employees from all legacy companies to come together to deliver a seamless experience to life sciences customers.
The entire team were incredible partners. After launching our new brand, we received positive feedback across the board from our team and our clients.
