Marken is the market leader in patient-centric supply chain solutions for clinical trial materials and sensitive drug shipments worldwide. For more than 35 years, Marken has been committed to developing innovative solutions that anticipate the ever-evolving, increasingly complex needs of its clients and patient populations across the globe. In 2016, Marken became the clinical subsidiary of a leading transportation and logistics organization, resulting in an enhanced offering that delivers optimized efficiency for clients.
Marken has expanded its breadth of clinical trial solutions beyond its core specialty offering to also include standard and hybrid services, which leverage the resources of a global transportation network. When bringing these capabilities to market, it was important to convey that Marken maintains its position as the only patient-centric supply chain organization 100% dedicated to the life sciences industry, and that its offering has only grown stronger with the backing of a worldwide logistics leader.
Personalized Clinical Trial Logistics
As the need for patient-centric clinical trial logistics services is increasing, so are the regulatory guidelines around the privacy of patient data. Marken manages the largest portfolio of active Direct-to-Patient/Direct-from-Patient trials in the industry, and is fully committed to the privacy of patients worldwide. Driven by its global GMP depot network, highly trained personnel and state-of-the-art technologies, Marken’s commitment to personalized clinical trial logistics is central to its offering, and was therefore also central to the new corporate campaign.
The Lifeblood of Your Clinical Supply Chain was chosen as the headline for the initial iteration of the campaign, a message that blends the concept of complex supply chain logistics with the bodily challenges and disease states that bring humans into clinical trials.
The Lifeblood of Your Clinical Supply Chain
Now stronger than ever, Marken needed a bold visual direction to illustrate its expanding breadth of services, flexible worldwide network and ongoing commitment to personalized medicine, and an equally engaging messaging platform to tie it all together. The resulting creative concept was a combination of both human and geographic elements — an outline of an individual encompassing the classic topography and detail of a geographic map. The infrastructural elements of roads and other pathways make reference to the vascular and musculoskeletal structures of a human body, while the plot points draw attention to Marken’s unparalleled scale of clinical supply chain solutions.
In this instance, the creative came before the content, which in essence means the artwork inspired the messaging. Lifeblood, in its most literal sense, alludes to the cardiovascular system and Marken’s commitment to the patient, but also means “the thing that is most important to the continuing success and existence of something else,” which describes Marken’s value across the clinical supply chain. “The Lifeblood of Your Clinical Supply Chain” was chosen as the headline for the initial iteration of the campaign, a message that blends the concept of complex supply chain logistics with the bodily challenges and disease states that bring humans into clinical trials.
While the new aesthetic will make its boldest debut at CPhI 2017, the campaign is being rolled out in different iterations and through various channels leading up to the event, including web, literature, print and digital advertising, and editorial content. Following CPhI, the corporate brand evolution will continue, with a full website update and continuous optimization of the artwork and content across key platforms.
Fully launching at CPhI Worldwide 2017