A year after QuintilesIMS was born from a megamerger between Quintiles and IMS Health, the contract research giant decided to turn the page and rebrand as IQVIA, pronounced as “I-Q-via” /ai’kjuːviə/.

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The new name echoed the origin of the company’s services from IMS (I) and Quintiles (Q), “but it is ‘VIA’ the path forward that we hope to inspire and ignite real change—the potential to use data and science to find better solutions for humans,” declared Global Lead, Corporate Communications Tor Constantino.

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With >$2B in revenue per quarter and growing, IQVIA had big ambitions. “Now that we have completed the majority of our integration activities, we are ready to refocus our attention outward and introduce a new brand to the market. A brand that demonstrates our courage to reimagine what is possible and create solutions for a bold, better future of healthcare,” Constantino said.

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The merger of the two companies provided a new paradigm where market data and analytics were integrated into the offerings of a Contract Research Organization (CRO) for the first time. The rebranded company intended to follow that path, backed by a new platform called Core, which Constantino said was “much more than an information repository.” Providing the world’s largest curated healthcare information source, analytics, technologies and industry knowledge across therapeutic areas and geographies, it would become an integral part to IQVIA's offerings, according to the company.

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Our task was to create the positioning for the merged company - defining an emerging category in human data science, create a new brand image befitting its new outlook, and launch a multi-language global B2B performance marketing campaign, doubling conversion rates vs earlier efforts.