Jacob Knorr: Effective Strategies for Modern Pharma Marketing

In the pharmaceutical sphere, the role of marketing is crucial in positioning companies as industry leaders. Jacob Knorr, Senior Director of Marketing at Asymchem Inc., has successfully aligned his marketing strategies with the company’s overarching mission to drive innovation, sustainability, and cost-effectiveness in pharmaceutical manufacturing. In this interview, Knorr discusses his approach to marketing, key industry trends, and the innovative tactics that have set Asymchem apart as a leading Contract Development and Manufacturing Organization (CDMO).

Asymchem is committed to supplying greener, cost-effective pharmaceutical manufacturing solutions as part of its marketing strategy. The key to making Asymchem’s CDMO services stand out is to create campaigns that emphasize the company’s full range of services from preclinical testing to commercialization. “Our goal is to highlight Asymchem’s diverse capabilities, including advanced chemical synthesis, biologics, and drug product manufacturing,” says Knorr. 

The CDMO industry is currently undergoing rapid advancements, which directly impact marketing strategies. Knorr highlights the increasing demand for green manufacturing practices, continuous processing, and flexible production models. Technologies such as Flow Chemistry, which reduce waste and increase efficiency, are becoming integral to CDMO services. These trends shape Asymchem’s marketing by emphasizing the company’s leadership in offering sustainable, scalable solutions. Knorr explains that sustainable manufacturing practices are becoming more prominent, and companies are shifting towards more efficient, environmentally responsible methods.

To enhance Asymchem’s global brand presence, Knorr and his team leverage a multi-channel digital marketing strategy. This includes content marketing, SEO, and social media campaigns that showcase Asymchem’s expertise across various stages of the drug development process. Knorr says they use digital platforms to showcase Asymchem’s innovation and efficiency, focusing on chemical synthesis and biologics to engage clients. Case studies and whitepapers have been key in boosting awareness of their services. Content marketing is central to Asymchem’s strategy, using technical whitepapers, case studies, and videos to effectively demonstrate their expertise in pharmaceuticals and biotech. These materials showcase how they solve client challenges and provide comprehensive solutions, with technical insights and case studies proving invaluable in building trust and credibility.

Building strong client relationships is an integral part of Asymchem’s approach. Personalized engagement, consistent communication, and tailored solutions address specific client needs, from preclinical trials to large-scale production. Their broad capabilities position them as a reliable partner throughout the product lifecycle. By offering flexible solutions, maintaining transparency, and delivering on time, they foster long-term relationships based on trust and shared success. Recently, Asymchem launched a content marketing campaign that showcased their efficient, scalable manufacturing and sustainable practices, which increased lead generation and inquiries from potential clients. The strategic promotion of their leadership in green manufacturing, highlighted in the CHPI trend report, has further enhanced their reputation in the pharmaceutical industry.

Balancing traditional marketing techniques with modern digital approaches is another aspect of Knorr’s strategy. While in-person engagements at industry conferences remain valuable for building relationships, digital strategies such as SEO and social media marketing allow Asymchem to scale its reach and maintain continuous engagement with a global audience. Knorr explains that they promote their capabilities in areas like drug product manufacturing and continuous processing through digital channels, ensuring that their message resonates both in person and online.

In developing a multi-year marketing plan, Knorr focuses on supporting Asymchem’s broader mission of advancing innovative, sustainable, and scalable pharmaceutical manufacturing. Emerging industry trends, client needs, and technological advancements are key factors in shaping these long-term goals. Rebranding or repositioning a product or service can be a complex process, but Knorr has experience in successfully navigating these challenges. He recalls a recent initiative in May, where Asymchem repositioned its capabilities at the Sandwich UK site to highlight strengths in advanced manufacturing and sustainability. Knorr says they updated their messaging to highlight their comprehensive CDMO services and launched a media campaign, resulting in increased visibility and new business inquiries.

Asymchem’s global marketing strategy is tailored to address the unique needs of different regional markets while maintaining consistent messaging. For example, in the U.S., the focus is on promoting biologics and chemical synthesis, while in Europe, the emphasis is on green manufacturing practices. To ensure transparency and alignment between marketing and other departments, Knorr fosters cross-departmental collaboration through regular meetings and shared project management tools. This allows marketing efforts to synchronize with sales, R&D, and operations, ensuring that campaigns align with Asymchem’s broader business goals. 

Knorr explains that by maintaining open communication, they ensure their marketing strategies accurately reflect the company’s diverse capabilities and effectively support business objectives. Knorr emphasizes that maintaining open communication allows their marketing strategies to accurately reflect the company’s diverse capabilities. This approach effectively supports their business objectives and enhances overall alignment.