Create Awareness with Print & Digital
Quintiles Transnational wanted to create custom content to demonstrate industry thought leadership.
Imagination proposed a custom magazine that covered all phases—drug development through commercialization, in order to reach an international audience in clinical development, operations, regulatory affairs, safety, marketing, sales and C-level executives in both pharma and biotech.
Challenges
The biggest hurdle was launching the publication in a crowded—and tight-lipped—market. Imagination editors had to provide balanced, unbiased reporting. But our calls to potential industry sources—uninvited—were received with (shall we say) varying degrees of enthusiasm.
Imagination had to (1) earn the trust of industry representatives, (2) work within the parameters of an unbranded program, while (3) meeting our clients’ objectives.
Custom Content Solution
Launched in January 2007, Envisage was a quarterly magazine that delivered thought-leadership and insight to the global medicines market. Its sophisticated graphics, top-notch photography and information-rich content were complemented by heavy-stock A4 paper and a wrap-around cover. Every cover-story (and cover) required an on-location photo shoot in a different country.
Each article in the magazine and on the website included the voices of industry insiders as well as perspectives from peripheral areas such as academia, government and not-for-profit organizations. Supplemental issues of the magazine were produced, and reader and advertiser surveys were conducted to continually improve the program and build relationships.
Envisagemag.com contains exclusive monthly articles and mediacasts as well as social networking utilities to generate peer-to-peer discussion on today’s most relevant issues in the drug development arena. The magazine pushed users to the Web for exclusive content, and a monthly e-blast alerts users to fresh content.
Adam Istas is the senior editor for Envisage and Envisagemag.com, and he interviews thought leaders in the bio/pharma space each month. Listen to interviews on envisagemag.com .
The Success
The effective push-pull between Envisage on the Web and in print ensured that content reached readers through multiple channels, raising awareness of Quintiles and its work. As a result, the publication opened the path for improved relationships with customers and industry representatives, and established Quintiles as a visionary thought-leader.
