AVANIA
SCORR Marketing partnered with four merging entities — Factory CRO, BBA, Five Corners, and MileStone Research Organization — to create a cohesive and unified brand that would position the newly formed organization as a global medical technology CRO. By developing a name, identity, and comprehensive MedTech marketing strategy, SCORR helped establish Avania as a worldwide leader.
The Challenge
The merging companies turned to SCORR to develop a unified brand that would represent their collective strengths and build recognition in the United States. To strategically position the newly formed organization as the MedTech CRO of choice in the U.S. and beyond, they needed:
- A strategic name: The name had to reflect their mission, global reach, and expertise while resonating with diverse stakeholders across different regions, including the United States; it also needed to be trademarkable and memorable
- Cohesion across perspectives: As a newly merged organization with varied opinions, aligning on a single vision required SCORR to balance multiple perspectives and ensure the identity captured the essence of their collective mission
- Competitive differentiation: The brand needed to stand out in a crowded market by communicating their unique value as a dedicated MedTech CRO
The Solution
SCORR collaborated with the new company to create a strategic, unified brand that would establish their place as a leading MedTech CRO and reflect their mission to advance medical technology worldwide.
Big Idea
Crafting the Name
The merging companies turned to SCORR to develop a unified brand that would represent their collective strengths and build recognition in the United States. To strategically position the newly formed organization as the MedTech CRO of choice in the U.S. and beyond, they needed:
The name “Avantia” emerged as the initial recommendation, drawing inspiration from the concept of advancing or moving forward. After additional refinement to ensure global resonance and trademark availability, the name evolved into “Avania.”
Developing the Name
Building on the meaning of forward progress embedded in the name, SCORR created a visually impactful logo inspired by movement and innovation as well as a tagline that communicated their purpose and mission. These were followed by a Big Idea to anchor the brand — “When You Need to Advance Your Medical Technology, It Takes Avania” — and a comprehensive set of brand guidelines to ensure consistency across all touchpoints.
Bringing the Brand to Life
With the name, logo, and Big Idea in place, SCORR designed and executed a launch plan to introduce Avania to the world. The launch featured:
- A video showcasing the organization’s mission and values
- A visually stunning trade show booth to establish presence at industry events
- A robust new website that highlighted Avania’s capabilities and expertise
- Business templates, brochures, and other foundational materials to support ongoing operations
Trade Show Booth
Website
To ensure the brand reached their target audience, SCORR also developed an annual marketing plan encompassing paid search, social media, PR, and ongoing content development. These tactics worked together to elevate Avania’s visibility and reinforce their position as a global MedTech leader.
Social Media Graphics
The Results
The launch of “Avania” solidified their position as the MedTech CRO, earning praise from stakeholders and industry recognition.
Since its introduction, the Avania brand has helped the company establish itself as one of the most competitive MedTech CROs, offering a unique combination of expertise, integrated services, and a global footprint.
SCORR’s branding and MedTech marketing strategies built a strong foundation, enabling Avania to consistently grow its presence and influence within the industry. SCORR continues to collaborate with Avania. In addition to integrating five additional acquisitions into the Avania identity, SCORR manages marketing initiatives including merger and acquisition communications, content development, website enhancements, paid search campaigns, PR efforts, media placements, and social media management.
By creating a cohesive identity and executing strategic marketing initiatives, SCORR helped Avania differentiate itself as a trusted partner for advancing medical technology on an international scale.
Create a Life Science Brand That Brings Your Goals in Reach
A strong, strategic brand is essential for standing out and achieving long-term success. From a meaningful name to a comprehensive marketing strategy, every element of your brand should reflect your mission and resonate with your audience. As your marketing agency partner, SCORR specializes in creating brands that make an impact — locally and globally.