Case Study – Aptiv Solutions

Successful repositioning during a merger of six CROs leads to increased sales, a top-20 CRO ranking, and a successful exit

  • Positioning

  • Messaging

  • Naming

  • Mergers and Acquisitions

  • Corporate Identity

Formed from the merger of six clinical research organizations, CR, LLC needed a way to launch the new company, including: a new name, new positioning, new messages, a wide array of marketing materials and a launch plan, all within a tight timeframe.

The clinical research sector is very competitive. Regulatory pressures lead to the homogenization of both work-product and work-process. Few organizations are truly differentiated, so most companies in this sector face significant price pressures.

Our proprietary diagnostics revealed that the combined companies had a real strength in providing adaptive clinical trials, at that time a new advance in running clinical trials. Based upon our knowledge of the industry and a careful competitive analysis, Forma guided the international management team in deciding on a new name, a clearly defined position, a compelling, unique value proposition, a new tagline , new messages and a new identity. We confirmed the power of our recommendations by conducting several phases of market research involving respondents from different size sponsors around the globe.

In addition to setting the marketing strategy, we provided a wide range of tactics, including a new website, email campaigns, SEO planning, PR, content development, whitepapers, brochures, direct mail, print ads, sales sheets, and sales presentations.


Launched at DIA, the Aptiv Solutions name quickly became widely known. The organization rapidly grew to become a top-20 CRO and was sold for 15 EBITDA.

“Forma offers great marketing strategy – we got clear and powerful recommendations, giving us a strong understanding of our competitive advantage. 

Forma executes – we got on-time delivery, a strong launch for our new organization, and incredibly effective results.

Forma understands the life science sector – we got sophisticated insight and clear rationale.

Forma leads – we got professional guidance that helped our international leadership team develop both consensus and confidence.

Forma is a definite member of our marketing team here at Aptiv Solutions.”

pat donnellyPat Donnelly, CEO | Aptiv Solutions