Zuellig Pharma – Making Healthcare More Accessible
Making Healthcare More Accessible
Zuellig Pharma was established in 1922 and specialised in trading services for healthcare products. Today, Zuellig Pharma has grown into a multi-billion-dollar company with presence in 16 international markets, over 12,000 employees, 200,000 medical facilities and partnerships with 20 of the world’s best-known pharmaceutical companies.
Zuellig Pharma has grown three core capabilities; Distribution, Commercialisation and Clinical Trial Support, along with other supporting businesses. As part of its healthcare and life sciences branding journey, the project opportunity was to uncover the unifying purpose behind the businesses and align all staff behind a shared Purpose and Employer Value Proposition.
The project also involved reviewing the brand architecture to understand how clients, customers and staff perceived their divisional capabilities. Research revealed all the equity lay in “Zuellig Pharma” (or specifically ‘Zuellig’) and less so in the divisional names. The solution was then to develop a Purpose that didn’t just focus on the legacy ‘Distribution’ business, but celebrated growth in ‘Commercialisation’ and ‘Clinical Trial Support’.
Marketing & Communications
The research consensus pointed to a calm and ‘measured’ personality that was in keeping with the existing colour palette. Tangible then develop a Visual & Verbal Core Element system that leveraged this natural pastel palette across all communications.
A verbal identity brought the values to life through a Messaging House. A communications activation plan and guidelines were also developed to ensure the consistent roll-out of the brand.
People & Culture
Tangible conducted online research with all staff to understand the Employee Net Promotor Score (eNPS) and employee preferences across Personal Development, Remuneration, Culture and Job Characteristics. The results were then woven into the Employer Value Proposition. As the Purpose Statement and Values were leveraged for the EVP, Tangible also developed frameworks to support the Human Resource team in developing proof points under each Value.
Products & Services
‘Distribution’ has been the backbone of Zuellig Pharma but ‘Commercialisation’ (previously known as ‘ZP Therapeutics’) is an exciting growth area of the business, as the Drug Majors trusted Zuellig Pharma to take over their regional marketing.
Opportunities also existed for the Commercialisation team to buy over Drug IP and build a portfolio of their own. Tangible tested different Brand Architecture models, and the consensus was that the equity is in the name ‘Zuellig Pharma’, hence the brand architecture solution was monolithic with equal weighting to the three Divisions, as they are interdependent.
Spaces & Places
Tangible supported Zuellig Pharma in activating the brand across the global network of offices.
