The Business of building
a Business

Client: CVS Health

Situation

While CVS Health has been supporting clinical research for over 10 years, the COVID-19 pandemic spotlighted the challenges with clinical research and highlighted an opportunity that CVS Health could uniquely support. In 2021 the creation of a separate CVS Health business uniquely focused on supporting clinical research came to be and CVS Health Clinical Trial Services was launched.

Action

The business of establishing CVS Health Clinical Trial Services meant that all elements essential to establish a thriving new business needed to be solved. Purple Carrot was brought in to work with the head of CTS marketing and strategy to support the development of the marketing function of the business.

Impact

Purple Carrot worked hand-in-hand with CTS as a core member of the team to support a range of activities from messaging, research, and branding through establishment of core operational processes and business communication channels. Two notable contributions to the business defined essential infrastructure elements for the quickly growing business. The first was the creation of the centralized intranet portal from which all CTS team members could orient themselves and access critical resources. The second was the development of a rigorous materials review process as well as the sourcing, design, and implementation of the platform (Veeva) to ensure all marketing and communications materials are developed and deployed with the rigor and consistency required of a business of this kind.

Scope: Marketing Operations Strategy and Implementation | SOP Development | Software Design and Implementation | Brand Development | Market Research | Copywriting | Presentation Development