Life science advisory firm launches new brand to publish in rich formats for multiple brands

After a string of acquisitions – and as part of a rebrand – Science and Medicine Group needed to create a single repository to aid the creation, distribution, and cross-sell of its research content.

Clients across its distinct brands have varied requirements around the type of content they receive. As such, Science and Medicine Group needed an online tool that could serve content in multiple formats, but with a consistent user experience.

The business also needed a solution that would allow it to offer a subscription service to its market report portfolio to simplify the purchase process for its clients.

“Having a start-of-the-art publishing distribution system in place will allow our clients to secure access to our business intelligence for their entire team or company. This will greatly streamline the effort required to identify and purchase market reports covering all of the topics of interest to their organization,” said Justin Dudash, Head of Marketing, Science and Medicine Group.

A single destination

With Content Catalyst powering its new delivery platform, Science and Medicine Group is able to serve multiple audiences through a single site.

“We now operate eight distinct brands, with five of them publishing brands. Bioinformatics, Instrument Business Outlook, IMV Research, Kalorama Information, and Strategic Directions International. Each have strong brand recognition and reputation in their respective industries” added Dudash.

To maintain the independence of each brand, individual reports are categorised according to their specific publisher. In addition, Science and Medicine Group created a landing page for each brand within the platform, promoting the catalogue of market reports available and to encourage cross-selling opportunities for its clients.

The landing pages act as a key destination for highlighting content to users, while industry-specific categories enable Science and Medicine Group to make it easier for users to find and access content relevant to their interests.

Multiple formats

Different user expectations across its multiple brands means Science and Medicine Group is required to publish content in varied formats to suit these audiences.

“Our Kalorama Information brand creates and publishes content in Word, whereas our other brands create and publish documents of up to 1,000 pages in PowerPoint to allow their audiences to easily absorb charts and table-rich content. Content Catalyst’s technology elegantly handles both publishing methods which enables us to offer content in the formats our distinct audiences prefer. It also provides an excellent user experience where content is easily searchable, accessible, and reusable across all formats and content types.”

Subscriptions

The adoption of a single destination also allows Science and Medicine Group to highlight the depth and breadth of all its brands to customers for the first time.

While searching for content, users will be shown all related material – both in and outside of their licensed access. This will allow users to consider content beyond their current subscription and make ad-hoc purchases of additional material when needed to support their strategic planning.

In addition to selling brand-specific subscriptions, Science and Medicine Group can now also offer industry-specific subscriptions that span multiple publishers.

“Implementing Content Catalyst is helping us to democratize information within our client companies, such that the thousands of users on our platform have direct access to the business intelligence they need, when they need it.”