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Altitude Case Study
Positioning New Technology Against Legacy Methods – and Winning
THE CHALLENGE
Glemser provides labeling and documentation software and solutions to the pharma and biotech markets. Legacy players had ruled the space for years, but Glemser’s unique approach – AI-assisted structured content, tightly integrated with other solutions and workflows – offered clear benefits.
The issue, however, was AI skepticism in an extremely risk-averse space. To generate leads and build recognition, Glemser needed a strategy to attract and engage the right audience. But more critically, the company needed to sell that audience on the time-saving and efficiency-boosting value of safe, secure AI.
THE SOLUTION
Altitude crafted a strategic approach to position Glemser’s AI-assisted labeling technology as both reliable and time-saving. Given that our target audience – mostly regulatory affairs directors, labeling managers and CTOs – was already engaged in global labeling, our messaging couldn’t just define a clear value proposition. We needed to prove it.
To build credibility and overcome skepticism, we implemented a third-party trade media strategy, securing placements in trusted industry publications. This approach ensured Glemser’s messaging reached decision-makers through credible, high-visibility channels. We further reinforced this with a combination of hyper-targeted digital ads and dedicated e-blasts, delivering Glemser’s value proposition to the right audience in the right contexts.
