Case Study – Chiltern

Successful global repositioning enables a CRO to increase sales and compete in the global clinical trials marketplace

chiltern logo before after
  • Positioning

  • Messaging

  • Archetype

  • Content Marketing
  • Corporate Identity

Chiltern is one of the world’s largest CROs. They were well known in Europe, but not as well known in North America. They bought a CRO in North America, and this gave them several advantages, including an expanded global presence, and a presence in a hot therapeutic area, oncology.

Chiltern was planning for additional expansion, and asked for “A committed, differentiating position for Chiltern. Refresh a stagnant brand. Resonate with a global audience, but with particular concern for increasing market awareness for US.”

Forma’s proprietary diagnostic processes revealed the depth of the challenges facing Chiltern across their different business segments, including Oncology, Clinical Trial Solutions and Staffing. To address these, we created a unique position and selected an archetype to help differentiate Chiltern from their competitors, both in strategy and tactics. We developed the tagline, “Designed Around You” to highlight the personal care Chiltern brings to each and every engagement.

We then supported this differentiating strategy by implementing key tactics, including a new website, sales presentations, a dynamic tradeshow booth, print ads, sales sheets, and whitepapers.


Chiltern has achieved significant traction against their competitors, and the work we have done has set the stage for continued expansion. As they have acquired other CROs worldwide, they have maintained a consistent brand and message.

“Marketing in the life sciences is a paradox in which communicating in a targeted concise way is seemingly in conflict with the thirst for deep analytical knowledge from a scientific audience. But at a time when the majority of the buying decision is completed over the internet, via word of mouth and on reputation alone, it is essential that the life science marketer is skilled to establish a consistent, concise, and differentiated brand position. This is extremely difficult to do in a regulated, commoditized arena.

   With their wealth of experience and deep understanding gained by working with life sciences companies, the team at Forma have constructed practical steps to create and implement an effective and compelling life sciences marketing strategy.”

Senior Director of Global Affairs, Chiltern