Case Study

The global challenger brand: launching a Next generation CRO

Overview

In an industry as established, regulated, and legacy-driven as clinical trials, building a challenger brand is no small task—especially one with global ambitions to take on the “big five” CROs. Over the past five years, we’ve partnered with Emmes to transform its reputation from a niche, government-contract centred CRO into a full-service global player recognized for supporting both biotech innovators and major pharmaceutical companies. Along the way, we helped launch two new companies—Optymedge and Veridix—the latter now leading the global rollout of AI-enhanced clinical trials and driving a transformative shift in trial delivery, efficiency, and economics.

How Did We Do That?

One of our biggest challenges was reshaping how the market perceived Emmes—particularly its capability and credibility in delivering global programs, not only for pharmaceutical companies but, crucially, for biotech partners. At the same time, we needed to communicate a broader narrative: that of a Contract Research Organization (CRO) undergoing rapid transformation and pioneering a new approach to clinical trials.

This meant integrating the stories of six strategic acquisitions, the launch of new service lines—innovations not only new to Emmes but to the industry as a whole—and aligning these developments with our medium-term goal: to fundamentally transform the delivery of clinical trials. Central to this vision are next-generation advances in machine learning, data analytics, and, most significantly, artificial intelligence.

Our Branding Strategy: A Three-Stage Evolution

  1. Stage One:

    We began by positioning Emmes as a data-driven, research-intensive CRO, grounded in its ground-breaking work with the NIH—particularly on COVID-19 vaccine trials and other infectious disease studies. These government-sponsored trials are among the most highly scrutinized in terms of regulatory and scientific standards. We leveraged this world-class credibility to launch a global thought leadership campaign, showcasing Emmes’ rigor, integrity, and track record of excellence.

  2. Stage Two:

    Next, we expanded the narrative to position Emmes as a rapidly growing, full-service global CRO. This phase focused on integrating newly acquired companies into a cohesive story of sustainable growth and scientific advancement.
    One standout example is our expansion into India—a market with a high prevalence of infectious diseases and a large population of treatment-naive patients. This move was a natural extension of Emmes’ existing capabilities and added significant scientific value to the group. The emphasis was on building a differentiated story—not one of financial engineering, but of deliberate, long-term company-building. We aimed to avoid the typical private equity narrative of acquiring scale for eventual sale; instead, this was a strategic expansion designed to fundamentally reshape how clinical trials are conducted.
    We also launched targeted thought leadership and lead generation campaigns across major industry events such as DIA, JP Morgan, World Vaccine Congress, and AAO, reinforcing Emmes’ presence as a serious global player.

  3. Stage Three:

    Finally, we launched new Centers of Excellence and introduced next-generation service models through OptymEdge, underscoring our leadership in innovation. Most notably, we unveiled Veridix—the Emmes Group’s AI-centric CRO—which represents the future of intelligent, data-driven clinical trial delivery.

Results

  • Media Presence: Over the past five years, Emmes has become the third most written-about CRO globally, an impressive feat given its size relative to the industry’s top five players.
    • Its experts have moved beyond traditional trade media, including a keynote presentation on the opening day of the J.P. Morgan Healthcare Conference and multiple interviews with the Financial Times’ pharma editor — unheard of feats for a mid-sized CRO.
  • Reputation for Excellence: While not the largest, Emmes is now widely recognized as a leader in key specialty areas, particularly in orphan drug development, vaccine research, infectious diseases, military medical programs, and is now seen as the standard bearer for AI and next-generation data use in clinical trials.
  • Commercial Impact: Our thought leadership and lead generation campaigns have been hugely effective, resulting in thousands of new business leads, and we also recently surpassed 500 trade media placements.