Indegene

Overview

Indegene, a company originally launched in 2000 as a startup in medical content services, engaged Spectrum Communications in 2015 to strengthen its brand visibility and reputation. With growing ambitions in the life sciences and healthcare technology space, the company sought to position itself as a forward-looking industry player while attracting top talent.

Client Mandate

Spectrum was tasked with raising awareness of Indegene’s progressive HR practices to attract and retain high-quality talent. The client also sought strategic insights to drive employer branding and implement a cohesive PR program that would elevate its reputation in the industry.

Challenge

Media attention within the IT sector was largely focused on startups and large listed companies, leaving mid-sized privately held firms like Indegene outside the mainstream spotlight. Additionally, the niche intersection of IT applications within the pharmaceutical and life sciences industries received limited attention from mainstream media in India. HR-focused narratives typically revolved around broad industry trends rather than highlighting individual company initiatives.

Approach

Spectrum positioned Indegene as a visionary and pioneer in life sciences automation and digital solutions. Between 2015 and 2017, the team initiated a series of “reveal” conversations with media influencers who historically covered the IT sector, as well as analysts and leading consulting firms.

In 2018, the visibility mandate expanded from India to the United States and the United Kingdom — Indegene’s two largest revenue markets — where the brand had limited presence in media conversations around major solutions providers. Despite initial resistance due to its status as a privately held Indian company, Spectrum steadily built credibility through sustained engagement.

To further elevate the brand’s thought leadership positioning, Spectrum recommended the creation of a global advisory board comprising industry leaders. Parallelly, HR-focused narratives were placed in mainstream talent-facing publications such as The Times of India, The Economic Times, and Businessworld.

Outcome

Over six years, the campaign evolved into a comprehensive visibility program combining marketing assets with strategically placed media stories across Indian and global outlets.

Indegene achieved significant share of voice in leading global pharmaceutical and healthcare publications including FiercePharma, Medical Marketing & Media, Scrip, and PharmaVoice. The company also began appearing in global industry round-ups and sector analyses.

By 2019–2020, thought leadership initiatives expanded across additional business divisions, supported by a consistent year-round content pipeline. Indegene emerged as a widely recognized brand both in India and internationally, strengthening its reputation and attracting talent from major pharmaceutical companies such as GE and Pfizer.