(Research Triangle Park, N.C.) Quintiles, the world’s leading biopharmaceutical services company, has launched a new positioning and brand identity, driven by the company’s growing ability to solve customers’ emerging clinical and commercial challenges. In anticipation of the changes currently taking place in the biopharma industry, Quintiles has for some time been evolving and strengthening its own business strategy. The company’s new positioning and brand identity signal and underline changes in both Quintiles’ approach and the industry it serves, captured in the idea of “Navigating the New Health.”

“The New Health is our description of the rapidly changing world of biopharma,” said Quintiles Chief Operating Officer John Ratliff. “We define the New Health in a number of ways, both as a journey and as a destination. The term encapsulates the risks and opportunities biopharma faces in today’s changing economic and healthcare settings.”

Biopharma companies are under relentless pressure to increase speed and productivity, streamline development processes and create better value and greater accessibility for patients worldwide. The scale and pace of changes associated with the current and future state of the industry threaten to make the traditional biopharma business model irrelevant in the years to come. [See a video of a Quintiles executive explaining what “The New Health” means to him.]

“Only Quintiles has the ability to provide integrated clinical, commercial, consulting and capital solutions across the globe,” said Ratliff. “Only Quintiles has the breadth and agility, talented people and unwavering commitment to patient stewardship necessary to help our customers navigate the risks and seize the opportunities in The New Health.”

“Our differentiation is to leverage this unique combination of service offerings,” Ratliff said. “We are now ready to ask customers to think about Quintiles differently. We do this by providing innovative perspectives and more productive practices, addressing customers’ need for change and building on Quintiles’ history for pioneering new approaches.”

Quintiles’ new positioning includes the introduction of a unified brand, a fresh new visual system, an updated logo and new company tag line, all designed to communicate the company’s business approach and the transformative changes it is making within the biopharmaceutical industry.

“The Quintiles name now serves as the umbrella brand for Quintiles’ global services with offerings represented as Clinical, Commercial, Consulting and Capital,” explained Quintiles Chief Marketing Officer and Senior Vice President Millie Tan. “This is purposeful, as it clearly conveys our distinct areas of expertise while demonstrating the company’s breadth of capabilities.”

The new tag line, “Navigating the New Health,” communicates that Quintiles is an ally to help customers meet intellectual and executional demands in a rapidly changing marketplace.

Quintiles’ new brand identity is being launched behind a powerful advertising campaign that communicates a patient-centric vision of change. The first wave of repositioning will be launched in online advertising and will be followed by a sustained trade and business media print campaign across the United States, Europe and Japan.

Quintiles is the only fully integrated biopharmaceutical services company offering clinical, commercial, consulting and capital solutions worldwide. The Quintiles network of 23,000 engaged professionals in more than 50 countries around the globe works with an unwavering commitment to patients, safety and ethics. Quintiles helps biopharmaceutical companies navigate risk and seize opportunities in an environment where change is constant. For more information, please visit www.quintiles.com.