Sharpening a compelling investor case.

Challenge

Basilea has a strong story; a proven track record of bringing drugs to market, significantly growing revenues and a strong cash position. Its shareholders are predominantly Swiss institutions and retail investors. The challenge was to convey their investment case more powerfully in their investor presentations to appeal to a wider group of potential investors, particularly in North America.

Action

Our approach began with 20 stakeholder interviews, (employees and institutional investors in Europe and North America), to understand how the company was perceived, its strengths and weaknesses. Following this period of stakeholder engagement and analysis, we developed a positioning statement, ‘Focused on growth and innovation’, to support their story and a key messaging framework.

We recommended new content that presented their market position, distinctive attributes and potential more clearly. In a sector typically focused on the science and data, we recommended that the experience of their people in all areas of novel compound research, development and marketing, along with their proven evidence of success and culture could help drive differentiation and relevance. We also made design recommendations to change perceptions of the business through photography and typography.

Impact

We developed a set of guidelines to enable the management team, mainly the CEO and CFO, to tailor their presentations to different audiences. The clearer focus on the company strategy, vision and ambition helps investors to understand the Basilea story more easily. The presentation of information is clear and easier to navigate, positioning Basilea as a future-focused, confident brand with significant potential.