Durbin Durbin

Awareness and Profile Raising

A sector targeted marketing campaign to make Durbin front of mind to its stakeholders.

THE CLIENT

Durbin is one of the world’s leading specialist distributors of pharmaceuticals, medical and relief supplies. The company works in partnership with healthcare professionals, pharmaceutical companies, global charities and relief organisations around the world. It distributes to over 180 countries and sources products from 64 different countries.

Durbin approached KISS requiring integrated marketing support across a number of its specialist areas including Managed Access Programmes and Clinical Trial Supply, as well as the launch of an innovative solar product to the NGO/Charity sector. In addition, Durbin asked KISS for support in strengthening its corporate profile and raising awareness of CEO Leslie Morgan. This work crossed over a number of our services including advertising, digital, strategy and public relations.

The Challenge

To drive awareness of Durbin and its services within pharmaceutical audiences

To raise the corporate profile of Leslie Morgan (CEO) and the business

To support the launch of an innovative solar product to the NGO/Charity sector in a crowded marketplace

The Kiss Solution

We implemented a strategic approach to Durbin’s marketing to ensure the project ran both efficiently and effectively.

Durbin relief supplies

Durbin’s services and corporate campaign

The first task for the PR team was to drive awareness of Durbin and its services within pharmaceutical audiences.

We kicked off with a thought-leadership workshop to identify a number of opinion-led angles that could be sold-in to the target publications. We then began our media relations by introducing Durbin to the media. Through this activity we generated seven bespoke article opportunities in key international trade titles including European Pharmaceutical Manufacturer and International Pharmaceutical Industry.

Media relations over an initial six-month period created five press releases, targeted at pharmaceutical industry professionals. Fourteen articles were achieved in 12 publications, including key titles such as Manufacturing Chemist, Pharma Focus, Aesthetics Journal and Multiple Sclerosis News Today. The coverage contained 79 company mentions and an audience reach of almost 200,000.

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Whilst continuing the awareness campaign in media titles, the PR team turned their attention to raising the profile of Durbin’s CEO and the corporate profile of the company. KISS undertook a strategic approach, targeting pharmaceutical titles that covered individual profile pieces.

This activity resulted in significant articles in Pharma Technology Focus, European Pharmaceutical Manufacturing and Global Health & Pharma, profiling Leslie Morgan, Durbin’s CEO, to raise both his and the company’s profile.

integrated marketing Mobile Phone

LAUNCH OF LUCI

Durbin is the official distributor of Luci, a new solar powered light, to the NGO/Charity sector. To support Durbin on the launch of Luci to this sector KISS first developed a creative idea, or ‘red-thread’ through which all the communications would run. The creative idea was focused on the core concept of dark transitioning to light, and the benefits associated with that, as exemplified by kerosene (dark) and Luci (light).

The creative idea was brought to life digitally, taking users on a journey through the site from the dark dangerous kerosene, to a safe, cheap and environmentally friendly alternative, Luci. Users were guided into the site with key power statements, linking to detailed product information, case studies, testimonials, a sampling programme and a white paper report to demonstrate the severity of the problem with using kerosene-based products.

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We also undertook advertising and email marketing to communicate the Luci proposition to the NGO/Charity sector.

The dark to light concept was rolled out across all literature and exhibition materials, whilst being mindful of the target audience and their values and expectations, and ensuring production values were kept in line with this.

Since working with KISS Durbin has received a number of awards including being ranked on the Sunday Times HSBC International Track 200, with an average international sales growth of 24.64% over the past two years.

Durbin Meet Luci brochure

More Work