Situation

Why would a Jesuit Catholic University founded in 1831 and located in Cincinnati be interested in having a footprint in the drug and medical device industries? In fact, there is no Engineering or Medical School at Xavier University.

In 2008, the University created a business unit called Xavier Health Initiatives with a vision to foster education, collaboration and innovation among institutions that manufacture, distribute or provide regulatory oversight to the drug and medical device industries. Co-sponsorship agreements with FDA were established so that the mission would be aligned with the top strategic priorities and to explore how regulatory priorities can be achieved in light of constantly changing demands in the healthcare industry.

Xavier Health strives to build relationships through a vital network of industry and regulatory colleagues to serve as the instructors, speakers, and trainers for the programs. The neutral setting of the university creates unique opportunities to bring colleagues together to share and learn and the Cintas Center provides a dedicated facility to host multi-day conferences on site. Growth and expansion has allowed the organization to offer online and onsite professional development programs for Quality, Regulatory and Supply Chain.

The organization continues to deliver timely and useful information to the community in order to provide the safest and highest quality products to patients. www.xavierhealth.com

Marketing

We refreshed the brand messaging to communicate that distinct competitive advantage with strategic messaging and a bold, interruptive visual style.  We developed a consistent, compelling look for all marketing materials, attention-grabbing banners, interactive direct mail pieces, electronic communications and a new website (2013 Addy/Hermes Award Winner).

A new CRM and Marketing Execution Tool were put in place to execute the email communications and direct mail campaigns dedicated to increasing attendance at the conferences and feeding the growing professional development programs. Videos were developed to broadcast user testimonials and social media accounts and strategies put in place in to attract new consumers.

Sales & Results

In most cases, offering new conferences and professional development programs in the crowded drug and medical device industries could be viewed as daunting. Improvements were made to the sales outreach and lead management systems as well as more emphasis being placed on increasing sponsorship opportunities and customer visits.

A tradeshow exhibit was developed to place the Xavier Health brand in the center of national venues dedicated to the drug and medical device industries. This unique exposure of having a University represented at an industry event in fifteen major markets proved to be the perfect vehicle to make many connections in a small amount of time with a limited budget.

In less than three years, overall revenue has increased 40%.