Mapping Your DNA™ for Strategic Marketing in Cell and Gene Therapy.
By Gianna Troppy
Defining Business Identity by Mapping Your DNA
At Orange County Bio, our clients are our top priority. We believe that a thorough understanding of a client’s identity provides the foundation for a successful partnership. We emphasize this understanding from the start by Mapping Your DNA. Mapping Your DNA is a comprehensive process that allows us to truly get to know our clients by delving into their core values, beliefs, perceptions, and scientific expertise – the client’s DNA.
Mapping Your DNA goes beyond the standard surface-level assessments. Instead, we dive deep. We learn from internal stakeholders about their processes and goals, meticulously reviewing existing collateral, and speaking with existing and potential customers to gain their perspectives. Each step in our process is carefully designed to extract valuable insights and build a holistic understanding of our client’s identity.
Understanding the Mapping Your DNA Process
Mapping Your DNA establishes a foundation of clarity and direction for our clients, paving the way for an effective marketing strategy.
Mapping Your DNA establishes a foundation of clarity and direction for our clients, paving the way for an effective marketing strategy. First, our team interviews internal stakeholders within our client’s organization to identify core business values and reveal perceptions about the business. It is important that we discover not only how our client views themselves, but also how our client wants to be viewed by external audiences—both factors will impact an effective marketing strategy. At the same time, we review existing collateral to understand our client’s starting points. In this step, we help our clients identify any existing discrepancies between their intended messaging and what external stakeholders perceive. Alignment between internal and external messaging is an important strategic priority, and one that we help our clients achieve. Finally, we conduct existing and potential customer interviews, which provide advantageous perspectives on our client’s business and brand. All perspectives may validate or challenge our client’s self-perception—in either case, we gain valuable information on the efficacy of existing messaging and collateral. All of these steps synergistically reveal a comprehensive view of our client’s full business identity—their DNA.
We believe that laying the groundwork with the comprehensive and client-focused Mapping Your DNA is the best way to set the stage for informed decision-making and strategic planning. This in-depth yet nuanced process ultimately allows our clients a more effective method of connecting with their target audiences, expand their customer base, and differentiate themselves in the fast-moving and complex Cell and Gene Therapy industry.
Strategy and Identity – the Importance of Mapping Your DNA
The insights and perspectives we gain through this process allow us to develop more targeted and effective branding, messaging, and strategies, building on our client’s strengths and values and improving their position in the marketplace by accentuating the unique value of their scientific technologies.
Many Cell and Gene Therapy companies, especially smaller firms, do not have the bandwidth to execute this type of strategic planning. Some do not have dedicated marketing departments, while others may not have the capacity to develop the big-picture values and identity of their company. Yet without a solid foundational understanding of business identity, companies may experience misalignment between internal perception and external reality. When a company’s outward-facing communications do not accurately reflect their values—for example, if a firm’s internal identity is at odds with customer experiences, perceptions, or priorities—customers and stakeholders can become confused. Ultimately, the organization may lose their stakeholders’ trust, compromising the company’s reputation and leading to competitive disadvantages and lost business opportunities.
We make sure our client’s identity, strategy, and business priorities are all aligned to achieve consistency across all aspects of the business, fostering trust and credibility among customers, stakeholders, and within the company itself.
Mapping Your DNA prevents these undesirable outcomes. We gather in-depth and client-focused information that helps our clients establish strong links between their internal and external perception, forming the basis for a successful marketing strategy. We make sure our client’s identity, strategy, and business priorities are all aligned to achieve consistency across all aspects of the business, fostering trust and credibility among customers, stakeholders, while promoting the company’s visibility through strong branding and messaging.
Get Started on Mapping Your DNA
Orange County Bio initiatives—including Mapping Your DNA—ensure that our clients’ marketing and communications strategies are informed by a comprehensive and accurate understanding of their business identity from start to finish. Mapping Your DNA builds from the fundamental essence of our clients. Every piece of information we gather through Mapping Your DNA is thoughtfully incorporated into authentic and robust branding, messaging, and strategy.
With Mapping Your DNA, we help our clients develop a stronger brand identity, improve their market positioning, and accomplish long-term sustainability for their business. We leverage our client’s unique identity, values, and strengths to help them stand out in the marketplace, grow their business, and maximize returns.
Your business identity—your DNA—is key to marketing success in the Cell and Gene Therapy industry. We can help you develop it. Contact Orange County Bio at info@orangecountybio.com to start Mapping Your DNA.
