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Research Laboratory wants
Clients to Trust Confidentiality
The Situation:
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Battelle Pharmaceutical Research
 Challenge: leverage expertise offered to new clients without upsetting existing clients
 Solution: create credible rationale to gain client acceptance
Outcome: retained exisitng accounts and added new accounts |
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Battelle was conducting research for two pharmaceutical companies.
Issue: Battelle Pharmaceutical Research (BPR) wanted to leverage its laboratories and expertise to other pharmaceutical companies without upsetting existing clients. There were two concerns:
1.Confidentiality of the research
2.Applying the findings of research to
other Battelle clients
Implications: If Battelle couldn't create a rationale for why it could conduct research for companies that competed against one another, BPR would not be able to capture the revenue required for continued investment in capital equipment and expertise. In short, BPR would not be able to sustain a business in which it had already made significant investment (Laboratories, scientists, etc.).
Solution: KAAL worked with BPR to create a credible rationale that became an essential aspect of contracts, marketing materials and sales efforts. KAAL worked with Battelle's internal advertising agency to create promotional materials appropriate to the sophisticated, cautious, high-level pharmaceutical executives so they would agree to BPR's multi-client model.
Outcome: BPR was able to retain its existing accounts and add to additional accounts within 6 months.
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