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Pharma Tech Industries (PTI), the largest pharmaceutical contract manufacturer and packager of powder products in the world, is set to launch a company rebranding campaign in the 4th quarter of 2014.
Driven by the company’s elevated stature in a sector that has seen increasing consolidation among CMOs, the marketing refresh was the culmination of several months of customer interviews, strategic planning among the executive team and graphic exploration of the new corporate image. The new “face” of PTI will include a re-interpretation of the company logo, the introduction of a new tagline (“We make products that fulfill promises”), a completely revamped website (www.pharma-tech.com), an interactive/print advertising campaign and new collateral materials.
Each of these efforts will emphasize PTI’s consistent compiling of new and expanded capabilities, manufacturing capacity and production space as an extension of its established reputation as a trusted turnkey CMO. They also are inspired by what PTI identifies as its five core principles: integrity, stewardship, humility, optimism and working together.
Trust Well Placed
The increasing reliance on outsourcing services by major pharmaceutical manufacturers – combined with the decreasing number of firms that supply these services – were key factors in the timing of this undertaking. Based on the continued loyalty of PTI’s customer base (10+ years on average), one of the company’s main goals was to sharpen its messaging to better reflect the core reasons that customers put their trust in PTI. Indeed, trust is the most prevalent theme woven throughout PTI’s rebrand, with its new tagline showcasing the company’s deserved customer acclaim as a CMO offering an all-encompassing, worry-free partnership from initial technology transfer straight through to finished, packaged product.
PTI’s proven ability to closely collaborate with customers to find creative solutions to manufacturing and packaging challenges demonstrates the brand stewardship the company has historically taken in their approach to customer satisfaction. “We work for some of the most trusted health and wellness brands in the world,” explains Tee Noland, Chairman & CEO of Pharma Tech Industries. “It’s our job to meet the growing expectations of their customers on a daily basis. Our organization is built to deliver on that promise and, given our increasing rate of employee retention and satisfaction, I am proud to say that our entire team has repeatedly delivered on this challenge.”
Expanded Capabilities
The rebrand is also a means for PTI to communicate its expanded suite of production capabilities, which in recent years have grown well beyond the powder-based CMO services for which it originally became known. For example, PTI has emerged as a versatile provider of molding services that include bottles, caps, components, and medical devices for both in-house and external packaging projects. Capabilities such as these can drastically reduce lead times and speed to market, while at the same time reduce costs associated with supply chain coordination and transport.
PTI’s new marketing direction also comes amid a host of new infrastructure upgrades and expansions. PTI recently broadened its on-site testing capabilities at its Royston, GA plant by completing a new analytical laboratory for both Rx and OTC drugs. The company is also in the midst of expanding its production facility in Union, MO – a multi-million-dollar investment that will add approximately 60,000 square feet of manufacturing space, which will be used primarily for the production of ingestible powders and include a production room built to ISO8/100,000 clean room standards.
“The rebrand reflects PTI’s established reputation for reliability and trustworthiness and builds upon it, opening the door to wider-scale customer engagement and continued growth,” said Noland. “Our culture embodies many of the competitive advantages that have consistently drawn praise from our customers, including the commitment and dedication we take to work every day that extends to every service we provide. The new marketing campaign illustrates that we’re a modern, evolving company with steadfast, time-tested core values.”
