Challenge
A 25-year-old, mid-market company with a vision defying traditional thinking.
Solution
Develop a unifying business concept and articulate it in plain language.
Result
Renewed and enhanced corporate identity positioning the company for bigger markets.
Begun as a little start-up with a big dream, MJH Life Sciences had grown steadily over 25 years of improving patient care by sharing knowledge.
Its founder’s formula: “education, media, research.” MJH created value by connecting people and ideas through branded services across all medical specialties.
Like other multi-industry companies, MJH did business entirely through its properties. Few connected directly with the parent brand.
Leadership puzzled over the problem. House of brands, umbrella metaphors—all attempts to bundle hundreds of disparate business units. Nothing stuck.
That didn’t impact business. Conglomerates succeed everywhere. But then the CEO presented a vision for a unified purpose expressed by MJH itself.
Over 25 years, MJH had been accumulating talent, data, industry influence, and highly specialized services. It found itself at the center of life sciences.
The CEO wanted to combine it all into an expansive suite of strategic capabilities. Enterprise clients would engage not from side doors, but at the top—MJH.
Which raised the timeless question: “What would you say…you do here?”
My brand refresh process was lean and efficient. I spoke to key stakeholders, building my work atop a library of corporate collateral and executive notes.
The man heading M&A had the insight: “creating engagements.” Strategic interactions. Bringing people and knowledge together. Right solution, perfect timing.
Establishing MJH’s indispensability and total-industry relevance depended on who these engagements were for—who they were between, and why.
I created a triad of stakeholders for life sciences itself. Pharma and biotech innovators, expert knowledge leaders and practicing professionals.
Then, with a small team, mapped out a second axis. No mere media company, MJH could provide consultative services across the drug and health care life cycles.
Transforming Care from Discovery to Delivery.
This was a tagline I was really proud of.
Rollout included corporate messaging, a pure-function company website, allied branding for recruitment, and media communications to educate and inspire.
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I can build your brand. Give it new life.
Let’s talk about turning a vision into reality.