Paiza Bio: Branding + Writing

Purpose:

Get: Global pharmaceutical companies
Who: Want to expand manufacturing + sales of drugs in China
To: Partner with a U.S.-based company with a physical presence in China
By: Establishing PaizaBio as an expert on China’s pharmaceutical market

The Idea:

PaizaBio was a U.S.-based pharmaceutical company with an established presence in China. Its business model was to provide contract manufacturing and packaging of drugs to global pharmaceutical companies. The twist was, these drugs would be produced for sale in China, a huge potential market for U.S. and E.U. companies. 

The value proposition was complex and highly influenced by China’s evolving policies toward pharmaceuticals and global drug companies. PaizaBio had to do a great deal of education not simply on its offerings, but also on China’s politics. Lux was hired as PaizaBio’s brand strategist and fractional marketing director to establish a clear, consistent brand; position PaizaBio as an expert on China’s regulations and overall market opportunity; and support business development efforts. The engagement included:

• Creating the PaizaBio logo, which is based on gold “paiza” given to Marco Polo by Kubla Khan to enable safe travel across China hundreds of years ago
• Writing the brand story + message platform
• Developing + maintaining the website
• Crafting all written communications: press releases, blogs, social posts + educational pieces
• Media relations with global pharmaceutical press
• Email campaigns 
• Trade show + special event support

Lux succeeded in establishing PaizaBio has the media’s go-to expert on China, creating international awareness of its expertise and services, and securing initial customers.