Strengthening commercial positioning for a specialist life sciences business

The Challenge

CXR Biosciences (now part of Concept Life Sciences) is a specialist contract research organisation operating in the life sciences sector. As a highly technical, research-led organisation, CXR needed a clearer and more structured approach to communicating its expertise to specific audiences and potential employees. Enhancing visibility and articulating value within a competitive and specialist market were key priorities.

The Solution

Robertson Collaborate worked closely with CXR’s Head of Sales and Marketing to develop a structured 12-month communications and marketing plan aligned to commercial objectives. The approach included:

• Clarifying key messaging and market positioning
• Identifying priority audiences and engagement channels
• Aligning external communications with business development activity
• Supporting initiatives to enhance employer visibility and attract specialist talent

Following plan development, we continued to provide ongoing advisory input on selected strategic initiatives, ensuring the plan translated into actionable steps for the in-house team.

Key Contributions

• Commercial positioning: Clarified CXR’s value proposition and messaging to better reflect its expertise within a specialist life sciences market
• Audience and channel strategy: Identified priority audiences and the most effective routes to engage them
• Structured communications planning: Developed a clear, prioritised 12-month plan to guide in-house execution
• Employer positioning: Strengthened the approach to attracting specialist talent in a competitive hiring market
• Strategic advisory support: Provided ongoing input to ensure the plan translated into practical, actionable steps for the internal team

The Result

CXR strengthened its market presence and recognition during this period of growth. In 2015, the company received multiple honours at the Courier Business Awards, including Science & Technology Business of the Year, Growth Business of the Year, and Overall Business of the Year.