MPI Research (Charles River)
Non-Clinical Biopharmaceutical & Medical Device Research and Testing – CRO
Goals & Objectives
MPI Research was a preclinical CRO with the world’s largest single-site testing facility in Michigan. Sales had been focused on biotechs and had stagnated in the wake of the 2008 global financial crisis. As a result, MPI needed to diversify its targets to continue generating sales.
Strategic Approach
A revised go-to-market strategy focused on high-value services, rather than marketing MPI Research’s full breadth of capabilities, to differentiate its offering in the crowded CRO space. That’s Nice also supported MPI in expanding into early clinical studies, giving scope for longer, more integrated relationships through messaging promoting solid early-stage work laying a stronger foundation for success later in a molecule’s pathway.
Meeting & Exceeding KPIs
MPI Research rebuilt its reputation among mid-size and large pharma, and regained a competitive advantage against its emerging rivals. MPI went on to be acquired by Charles River Laboratories in 2018 for $800 Million.
