Capsugel (Lonza)
Small Molecule OSD Drug Product / Advanced Bioavailability Formulation / Spray Drying – CDMO
Goals & Objectives
Capsugel had long been recognized as the leading manufacturer of hard gelatin capsules. After onboarding formulation technologies including spray drying, micronization, and lipid encapsulation, Capsugel sought to transcend existing market perceptions, instead choosing to focus more attention on these new formulation capabilities.
Strategic Approach
That’s Nice repositioned Capsugel via a go-to-market strategy centered on changing views of the company from strictly a capsule manufacturer to a formulation partner capable of solving complex bioavailability challenges. This involved shocking the market out of entrenched perceptions about a storied brand through dramatic key visuals. This change in Capsugel’s communications signaled its evolution.
Meeting & Exceeding KPIs
The Capsugel brand was accepted as a formulation specialist, to the degree of industry rumors around an ability to manufacture biologics in capsules. Capsugel’s new reputation was solidified by its late 2016 acquisition by Lonza for $5.5 Billion – potentially half a billion dollars over target exit evaluation.
