Strategic Positioning for a Newly Merged CDMO

When Meridian Medical Technologies merged with Kindeva Drug Delivery, the combined brand needed a cohesive identity that clearly presented their value as a global powerhouse CDMO, showcasing their legacy and experience while looking to the future. SCORR Marketing closely collaborated with Kindeva to communicate this position.  

The Challenge

Kindeva Drug Delivery was relatively unknown in the industry despite a proven legacy of innovation, so brand awareness was a key consideration. Additionally, merging two companies with distinct histories required crafting a unified message. The challenge was to develop a cohesive brand strategy that would showcase Kindeva’s comprehensive capabilities, while simultaneously establishing their stand-out differentiation and credibility in a competitive marketplace. 

The Solution

To address Kindeva’s branding challenges, SCORR employed our comprehensive strategic approach. The team began with an extensive market intelligence process, conducting research to fully understand Kindeva’s market position and potential. This included competitor analysis, market trend reports, and internal assessments to uncover the organization’s unique strengths and opportunities. 

Through this research and collaboration with key stakeholders, we identified an opportunity to position Kindeva as the premier drug-device combination product CDMO. Their tagline, “Manufacturing More Tomorrows,” established them as a newly unified company and identified their manufacturing capabilities clearly. We then developed a Big Idea centered on the concept of “Combine Forces,” which showcased the company’s innovative history, breadth of offerings, and unique ability to partner with clients from ideation to commercialization. The idea also highlighted Kindeva’s support of combination product development and manufacturing. The accompanying subhead “Your therapy is a force for good, our expertise brings it to the world” reinforced the company’s collaborative approach and comprehensive capabilities. 

The branding strategy focused on three key delivery platforms — injectable, inhaled, and transdermal — with a visual approach that emphasized Kindeva’s scientific and technical expertise. Each visual element was carefully designed to demonstrate the full spectrum of development and manufacturing, from initial medicine concept to final product, with expertise in identifying and engineering the ideal delivery method.  

To ensure internal alignment, SCORR worked closely with Kindeva to develop a brand personality that reflected the organization’s core attributes: purpose-driven, innovative, trusted, and focused on sustainability. This approach helped unify the team and create a cohesive narrative that would resonate both internally and within the broader market. To achieve these dual objectives, the launch plan included both a recruitment campaign and external brand campaign.  

The Outcome

Within nine months, the brand launch far exceeded initial goals, including marketing qualified leads. Digital performance increased substantially, as well as an increase in share of voice compared against competitors in the market. 

Brand Video