BioSTL

BioSTL: ST. LOUIS REGIONAL BIOSCIENCE BRAND 

BRAND ASSESSMENT

How should the St. Louis bioscience industry be branded to attract more funding and academic and entrepreneurial talent?

RESEARCH OBJECTIVES

  • Identify attributes perceived as critical to developing a successful bioscience cluster
  • Measure the St. Louis bioscience cluster’s perceived performance on those attributes
  • Develop a St. Louis brand story and key messages

KEY INSIGHTS

St. Louis can rightfully claim “A Solid Research Base” and “A Collaborative Environment” as distinguishing, attractive attributes of our bioscience industry. These identifiers are considered authentic and compelling and together differentiate St. Louis bioscience from a number of other successful bioscience regional clusters.

HOW BioSTL USED THE INSIGHTS

St. Louis bioscience brand messaging was developed from the initial research and tested via a quantitative perception survey among 133 stakeholders. The survey also served to compile success stories to lay the foundation for communicating about bioscience activity in our region.

The St. Louis bioscience industry has grown significantly and achieved greater local and external recognition of its unique convergence of corporate, academic and entrepreneurial strengths in bioscience since our brand audit recommendations were delivered in 2013.

WHAT WE DID

We gathered insights from nearly 200 bioscience stakeholders through in-depth telephone interviews with 29 local and global bioscience industry leaders, focus groups with local entrepreneurs, investors and economic development officials, a St. Louis Bioscience Leadership Forum survey, individual small group discussions and a competitive analysis of other metro area biosciences branding. UPBrand Collaborative and Standing Partnership were partners with us in conducting this research and drawing conclusions from it.

“In building consensus on how the St. Louis bioscience community can best convey to the world our strengths, the brand audit process helped us to home in on the elements that place St. Louis among the recognized leaders, and also the distinguishing characteristics that make us special.”

Donn Rubin
President & CEO, BioSTL