A targeted strategy to boost visibility, structure outreach and activate growth
A French public-private health institute with a strong scientific track record in microbiology, including over a decade of collaborative research in antimicrobial resistance, vaccine development, microbiome studies and diagnostics. While the organization was recognized for its scientific excellence and collaborative work, it faced persistent challenges in translating that expertise into commercial visibility and structured business development. To gain clarity on its positioning and improve the effectiveness of its outreach, the institute turned to Novoptim for external support and strategic guidance.
Despite a strong scientific reputation and high-value collaborations, the institute struggled to convert its expertise into consistent commercial traction. Internally, teams lacked alignment on how to communicate the organization’s strengths and engage potential partners effectively. Messaging was fragmented, and outreach efforts lacked focus and structure.
Externally, the institute was navigating a complex and competitive landscape shaped by CROs, biotech service providers, and evolving stakeholder expectations. To gain commercial traction, it needed to refine its positioning, articulate a clearer value proposition, and enhance the precision and efficiency of its outreach.
Using its Market Compass methodology, Novoptim conducted a comprehensive review of the institute’s positioning, communication practices and commercial approach. The project began with a series of internal and external interviews to assess how the organization’s value was perceived, and to identify gaps between its scientific profile and market expectations.
A competitive analysis benchmarked how comparable players, including CROs and biotech service providers, framed their offer and messaging. This helped surface opportunities for differentiation and revealed several under-leveraged strengths.
Novoptim also audited the institute’s commercial toolkit, identifying key areas for improvement including CRM structure, lead qualification practices and commercial pitch materials. Strategic recommendations followed: building a clearer messaging framework, implementing a structured outreach cadence, and launching in-person initiatives to foster engagement with high-potential prospects.
The project delivered a clear and differentiated market positioning, anchored in the institute’s scientific capabilities and commercial ambition. Internal teams gained alignment around a unified narrative, supported by enhanced tools to engage prospects more consistently and effectively.
A strategic roadmap now guides both marketing and sales efforts, combining digital and field-based tactics. These foundations enabled the launch of targeted activation campaigns, including lunch & learn sessions and a dedicated on-site event, to boost visibility, initiate qualified conversations, and support long-term pipeline development.
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