September 20, 2024

Reflections on Marketing a Local CRO: The PiVOT Experience

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Why Marketing is Essential for Local CROs in the Philippines

Marketing is not just an option for a local Contract Research Organization (CRO) in the Philippines—it’s a critical necessity. In an industry where global giants often overshadow local players, CROs in the Philippines must stand out not only through their scientific excellence but also by clearly communicating their unique strengths. The Philippines, with its diverse population and strategic epidemiological profile, offers unparalleled advantages for clinical research. Yet, these benefits remain largely untapped if potential clients and partners are unaware of them.

Thus, effective marketing bridges the gap between perception and reality. It educates both local and international stakeholders about the strengths of the Philippine clinical trial landscape—ranging from regulatory expertise and cost efficiency to the availability of skilled professionals. Moreover, marketing plays a crucial role in dispelling the stigma surrounding clinical trials in the country, transforming public and professional perceptions into ones of trust and collaboration.

Using Storytelling to Market Clinical Research in the Philippines

At PiVOT, marketing isn’t about flashy campaigns or aggressive tactics. It’s about storytelling—highlighting success stories, showcasing the dedication of Filipino researchers, and emphasizing the human touch that local CROs uniquely bring to the table. In a market where trust and relationships are paramount, marketing becomes the tool through which a CRO can build and sustain its reputation, attract quality partnerships, and contribute significantly to the growth of the Philippine clinical research industry.

How Strong Company Culture Drives Marketing Success in a Philippine CRO

At PiVOT, I championed the belief that a strong company culture is essential for operational success and effective marketing. By fostering a supportive and collaborative environment, we empowered our Clinical Research Associates to bring their best selves to every clinical trial. Their dedication and professionalism became a selling point for our services, reflecting the care, Filipino expertise, and human touch that PiVOT offers. A strong company culture doesn’t just fuel internal morale; it creates a ripple effect that resonates in the quality of our work and the trust we build with clients. At PiVOT, the growth of our people and the success of our clinical trials were inseparable, reinforcing that the best marketing comes from within.

Creative Marketing Solutions for CROs with Limited Budgets

Marketing a local CRO in the Philippines can be challenging. Unlike other industries, clinical research often operates quietly, making traditional marketing strategies less effective. When I joined PiVOT, we aimed to increase visibility and attract more clients, especially in a market dominated by multinational CROs.

At PiVOT, we recognized the need to increase our visibility. Our goal was to highlight our capabilities and position the Philippines as a competitive location for clinical research.

I joined PiVOT with a mission to elevate the company’s profile. We aimed to differentiate ourselves from larger competitors and attract new clients by showcasing the unique advantages of conducting research in the Philippines. In the past year, I’ve worked to increase PiVOT’s visibility within the competitive clinical research industry. Despite the challenges, we’ve achieved significant milestones and demonstrated our ability to adapt to the changing landscape.

Armed with a laptop, a camera, and boundless creativity, I began laying the foundation for PiVOT’s voice to be heard. The first step was revamping our website, telling the stories of the people behind the science and humanizing the complex world of clinical trials. I also added a creative twist to PiVOT’s collaterals, converting the calling card into a vertical format—so you need to literally “pivot” it to read. This subtle touch embodied PiVOT’s brand essence. Additionally, we translated flyers into local languages for non-English-speaking countries to prevent language barriers, ensuring inclusivity in our communications. Events like PINNACLE provided a platform to network with clinical research stakeholders, while international conventions ensured that the Philippine flag was raised high. The #WeArePiVOTAL campaign showcased the everyday heroism of our employees, particularly our Clinical Research Associates, emphasizing their impact beyond monitoring visits.

During the launching of PiVOT’s new website

PiVOT team during PINNACLE 2024

Representing the Philippines in International Stage

Transforming PiVOT’s branding materials

These efforts were our whispers, each one carrying the weight of PiVOT’s passion and dedication. Slowly but surely, those whispers gained momentum. Our content resonated, our expertise shone through, local researchers became collaborators, and inquiries from international clients blossomed into promising partnerships that led to PiVOT becoming the leading and largest Philippine Contract Research Organization.

The journey wasn’t without its challenges. Budget constraints were a constant hurdle, demanding that creativity take center stage. Resourcefulness became my mantra, and every success felt doubly earned. There were moments when my idealism and efforts were met with skepticism by those who couldn’t see the value, labeled as a “waste of time” or “too aggressive” by cold-hearted realists. But with each obstacle overcome, PiVOT’s voice grew louder.

Leaving a Mark in the Silent World of Clinical Research

As I pen this final article as the outgoing Marketing Manager of PiVOT, I am filled with a deep sense of pride and gratitude. My journey has been one of quiet determination, creative innovation, and unwavering commitment to amplifying PiVOT’s voice in an industry where whispers often go unheard. While my chapter here comes to a close, the impact of our collective efforts will continue to resonate, proving that even in the hush-hush world of clinical research, local voices can rise above the noise. As I move on, I carry with me the lessons learned and the confidence that PiVOT will continue to thrive, making its mark on the global stage.

This article was written by Cheng Bigay, outgoing Marketing Manager of PiVOT, reflecting on the journey and the marketing innovations that helped shape PiVOT’s success.