Commercialisation and Outcomes: A new business unit for a new global strategy.

Forsyth Institute brochure cover

ICON Plc is one of the world’s top clinical research organizations (CROs), phar- maceutical services companies that help to identify, develop, and market effective medicines and medical devices. In a bid to strengthen its post-approval offering, ICON acquired two recognized leaders in market strategy and outcomes research and reorganized one of its top-level business units.

Our assignment was to develop a strategy to merge the strong brands of the acquired companies with the newly formed ICON unit. We also had to develop a name for the new unit—one that would t within the corporate organization while also sending a clear and exciting signal to the market about ICON’s strengthened offering.

Working with an international team of business leaders and marketers, we conducted customer research to understand the ecosystem of brand values to migrate, and developed recommendations for the unit name—ICON Commercialisation and Outcomes—and messaging strategy. Once approved, these were implemented in a system of launch communications completed to coincide with a global trade show announcement.


Brand research and strategy
Messaging strategy
Integrated design
Scriptwriting and film production
International collaboration