Enthalpy

Problem:

Enthalpy is an LC/MS/MS lab competing in a crowded marketplace – so crowded that the offerings had become commoditized. Most competitors were running their equipment at full capacity, leaving little room to address urgent requests and negatively impacting service levels.

Solution:

Forma helped Enthalpy identify, articulate and promote several key differentiators inherent in Enthalpy’s business model. We created The 70% Solution as the branding for one key differentiator: Enthalpy purchases new equipment when their capacity rises above this threshold, ensuring that there is always room for customers’ last-minute needs. All of the differentiators were expressed visually by contrasting Enthalpy’s innovations with other labs’ typical approach to the same issues.

Results:

Combining an innovative look with messages that compellingly distinguish Enthalpy from commoditized competitors, consistent marketing efforts have contributed to Enthalpy’s accelerating growth.