A well respected pharmaceutical wholesaler was looking for a business consultant to scope the market for entry into the clinical trials comparator drugs market. If the research suggested a market gap then the consultant was to go on to deliver a “go to market” strategy. After interviewing 6 consultants – 5 of whom had pharmaceutical expertise – David Allen selected Re-Formation Associates’ Malcolm Johnston for the task. Six weeks later the market scoping study and marketing strategy had been delivered and Malcolm led the company into this new market. A market that demanded both different skills and systems for the ADAllen employees. The whole company change programme was wrapped up in a completely new brand strategy that included significant investments in IT, telecommunications and training.
The Re-Formation Associates team was expanded as Michelle Tennens came in to manage the marketing communications aspects of the marketing strategy and Malcolm was invited to stay on as interim COO to manage the whole company as it rapidly expanded – in terms of customers, turnover, employees and premises.
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