In order to promote the UK's Life Science expertise on the international stage, an overarching proposition has been created which aims to enhance the perception of the UK's capabilities and market them more powerfully.
The proposition takes the form of the following single statement, which strives to capture the excellence across UK Life Science - in biotechnology, pharmaceuticals, healthcare and medical technology sectors.
It is a guiding thought, and underpins the marketing strategy messages and activities. It sits below the UK's ‘Springboard for Global Growth' business message, and aims to unite all of the compelling strengths of the UK's Life Science industry.
"The UK is a global centre for life science creativity and delivery, enabling our businesses to drive innovation through to market success."
The proposition unpacked
"A global centre" - refers to the global scale and character of the industry, and the UK's role as a geographical and cultural enabler of global partnerships.
"Life science creativity and delivery" - makes the point that creativity is the UK's lifeblood and core strength. Scientific innovation drives the industry forward.
"Enabling partners and companies" - the UK enables companies and partners by giving them what they need to succeed.
"Driving innovation through to market success" - the UK's strengths extend beyond innovation to all the stages in development and marketing.
Further narratives have been developed to bring the messages to life and illustrate how they can be tweaked for different audiences - in this case, trade and investment. They have been developed from the same set of core messages and evidence, but aim to tell slightly different stories and appeal to different needs and concerns.
See the core proposition in Japanese or Chinese.