LEVERAGING CONTENT TO DRIVE B2B COMMUNICATIONS

Capsugel is a global leader in delivering high-quality, innovative dosage forms and solutions. In 2011, the company became a standalone company when it was purchased by KKR from Pfizer Inc. 


CHALLENGE

As a standalone company, Capsugel sought to leverage its existing IP and development know-how to transform the company from a hard shell capsule manufacturer to a specialty contract development and manufacturing organization (CDMO) that designs, develops and manufactures finished dosage forms. It needed to quickly elevate its corporate visibility among key customers in the broader drug delivery marketplace as it strategically acquired companies with new technologies to advance its leadership in the space. 

IDEA

> Launch a corporate leadership visibility program aimed at establishing and promoting Capsugel’s distinctive POV around key issues facing the industry, coupled with a well-rounded product communication strategy within the pharmaceutical and consumer health and nutrition dosage form dialogue

The program connected company leadership with global media targets, developed an aggressive content development strategy that showcased deep scientific expertise, leveraged conferences and other speaking opportunities and kicked off a technical webinar series to build visibility about their robust technology offerings among new and existing customers.  

RESULTS

Capsugel achieved the right balance of executive and product visibility through more than 600 earned media placements over five years resulting from: 

> 140+ one-on-one interviews with Capsugel spokespeople
> 18+ articles about Capsugel news announcements secured through proactive media outreach
> 40+ byline articles authored and placed from Capsugel spokespeople
> 60 trend articles that reference Capsugel and its facilities, products and/or services