Biacore was a technically excellent organisation, designing and producing analytical products for the Life Sciences sector since its inception in 1987. However, in 2004, after three successive years of profit warnings, it became apparent that a new approach was necessary if the company was to survive.

With a new product launch scheduled for April 2005, three agencies were invited to pitch for the re-branding and re-positioning of Biacore, and in November of 2004, BGA secured the contract.

With the help of Biacore, we updated and consolidated their corporate identity, and we rapidly established new messaging that reflected the product offering and featured the appropriate terminology for the target market.

We generated new product launch material and created new mission statements and taglines to help refocus the company and aid brand recognition. Much early effort was concentrated on the website. In record time we re-structured the website, scrapping approximately 35% of pages without loosing any key content, implemented a new look and feel, and turned it into a highly effective sales and promotional channel.

Within a mere 6-months from implementation, registered-user numbers had rocketed from the 800, achieved over 17 years, to 10,000, and went on to reach 25,000 in subsequent years – high saturation in a niche market. The new product launch, in 2005, was the company’s most successful to-date, with the first product being sold via the website on the very first day of the campaign.

We achieved all of this within an eight-week period.

By the end of 2007, Biacore had booked its highest turnover in its 17-year history and was subsequently acquired by GE Healthcare.