How digital solutions can enable human connections. Eurofins PSS Insourcing Solutions® provides pharmaceutical organisations with a flexible way to staff their laboratories with the expert people needed to run operations. To grow its business, Eurofins PSS needed to connect in a meaningful way with potential new hires & clients across Europe. The challenge was their online presence was buried within the main Eurofins global website – they had no visibility. So where to begin? Eurofins Scientific is a global leader in pharmaceutical, food, environment and cosmetic product testing, discovery pharmacology, forensics, advanced material sciences, and in agroscience, contract research services. It is also one of the key emerging players in molecular clinical diagnostic testing and analysis in the world. It has over 61,000 staff across a network of independent companies in 61 countries, operating in around 900 laboratories. Within this massive operation sits Eurofins Professional Scientific Services® (PSS), who provide in-sourcing solutions to life sciences organisations across 20 countries.
WORKLOAD BUT NOT THE WORKFORCE. For over 20 years PSS® has helped their customers with their specific needs, immediate goals, and longer-term ambitions.
PSS can deploy its own diverse, dynamic team of highly skilled and expert scientific professionals into a clients laboratory, to run and manage a specific project or multiple tasks. This approach benefits PSS customers when temporary staffing doesn’t serve the medium to long-term ambitions of the business. Or when customers don’t want the burden and cost of hiring, training and managing temporary staff. The in-sourcing model is a perfect fit for customers who want to keep work within their own facility. “Our marketplace research highlighted that more and more clients across Europe are looking for innovative solutions serve their needs, and help them get their laboratory work done. PSS is perfectly positioned to meet that need, but we had no real online visibility, no brand awareness, no ability to connect and engage with the audiences we really wanted to appeal to” says Trish Grace, President, Eurofins PSS Europe.
PARTNERING UP. With their business model built on sourcing experts who can quickly get to grips with the task at hand and deliver the creative, critical thinking to complete it, PSS identified branding business, TOTEM, to develop a solution which would meaningfully connect them with their audiences. “TOTEM had already worked on a number of projects with different Eurofins Business Units. The fascinating challenge with PSS was to help them stand out authentically, reflecting their core values and people first philosophy, while at the same time maintaining the overall essence and brand guidelines of Eurofins Scientific” says Colin Byrne, Founder and Creative Director of TOTEM.
SIMPLE, SOLID STRUCTURE. The team at TOTEM quickly came to the conclusion that PSS needed an independent website if they were to effectively raise their profile and attract the talent and customers required to grow the business across Europe. However, to meet PSS needs, global and local, TOTEM designed a simple and solid but flexible structure for the site. A central core site highlights the PSS global mission to provide pharma laboratories with innovative, high-quality analytical, research and advisory services. From this solid core site sits a flexible structure, allowing
for a series of microsites – one for each country where PSS operates. The content for each microsite is then tailored for that country, including language, messaging, specific in-country senior teams and relevant case studies. This tailored approach will allow PSS move up the search rankings for prospective hires and clients alike, in each respective country, across Europe. France is the first country with a dedicated microsite. More will follow in 2024.
SHOWCASING A DIVERSE AND EXPERT TEAM.
TOTEM shaped a visual approach that applied a clean design aesthetic reflecting the nature of the laboratory, as well as a messaging strategy that encapsulated the PSS philosophy of – Find great people, take great care of them, and they in turn will take great care of our clients. What connects people above all else, is other people, especially when those people are authentic. Eschewing library photographs of actors, TOTEM instead shot on location, in Cork and Dungarvan, with real PSS teams in actual laboratory settings and working environments. Highlighting diversity and expertise, a series of videos gave the PSS team both a face and a voice, profiling their backgrounds, qualifications, and breadth of experience.
SPEAKING THEIR LANGUAGE. While English is the international language of business, nothing is more engaging for someone than being spoken to in their native tongue. Each microsite was designed with the functionality for local audiences to choose between English and their own language, also allowing for the tone of voice to be adapted for local sensibilities. FUTURE-PROOF APPROACH. “TOTEM’s approach has given PSS a flexible, future-proofed, digital solution, which I believe will be a powerful tool to widen our European client base and attract the expert talent we need to grow our business.” Stephanie Burger-Prin, Marketing Director Europe, Eurofins.
The meaningful branding business. TOTEM.ie
