Client Snapshot

CatSci is a UK-headquartered R&D business delivering tailored CMC (chemistry, manufacturing & controls) development solutions to biotech and pharma innovators. With over 100 staff and a growing international footprint, CatSci supports the development of complex synthetic medicines from before candidate selection through to commercialisation.

The Challenge

CatSci’s leadership team recognised that their early-stage marketing was underselling the company’s true value. Their messaging leaned heavily on service features rather than outcomes — missing the opportunity to resonate with senior scientific stakeholders and commercial buyers. They needed a clearer value proposition and a deeper understanding of their ideal customer profile (ICP) to drive stronger engagement across the buyer journey.

The Solution

VCMO designed and facilitated a full-day strategic workshop at CatSci’s HQ, attended by co-founders, senior leadership, BD leads and global team members dialling in remotely. Through a series of targeted exercises led by Paul Mills, the group examined functional and emotional value drivers, challenged internal assumptions, and rebuilt the ICP across dimensions including pain points, buyer objections, decision triggers, and the cost of inaction. The workshop surfaced fresh ideas, aligned internal thinking, and gave the team new language to describe their scientific and commercial impact.

The Outcome

The workshop unlocked strategic clarity and more confidence in how to position CatSci to external audiences. Post-workshop, VCMO delivered:

• A summarised strategic messaging guide
• A redefined ICP profile
• A tailored content library mapped to buyer needs, questions and concerns

The success of the session led to a 6-month fractional CMO engagement for VCMO to support the restructure of CatSci’s marketing function.

Client Testimonial

"The workshop was genuinely transformative. Paul pushed us to think further beyond features and benefits to focus on the real value we create. It was fast-paced, engaging, and helped us reframe how we engage with our customers — both scientifically and commercially."

Dr Simon Tyler
Co-Founder & CCO, CatSci Ltd

‍About VCMO

VCMO is a UK-based provider of fractional marketing services, supporting B2B SMEs—ranging from funded scale-ups to mid-tier and private equity-backed businesses—through key moments of growth and transformation. Its Chartered Fractional CMOs and SOSTAC® certified planners embed strategic marketing leadership into organisations navigating product launches, new market entry, acquisitions, and leadership gaps.