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Repositioning a life sciences agency and strengthening its marketing and BD.

Working closely with the JPP team, I repositioned JustPushPlay as JPP – Life Sciences Marketing & BD, helped expand the agency's presence in the sector and set up the systems behind its business development, such as HubSpot CRM.

For JPPPositioning, Brand Identity, Content, Business Development, Events, CRM

The JPP Life Sciences Marketing & BD logo, a multicoloured animal head beside the JPP wordmark and a DNA helix, on a blue and purple gradient with a coloured bar along the bottom.
The JPP – Life Sciences Marketing & BD identity.Screen

JPP is a boutique marketing and business development agency focused on the life sciences industry.

On this page4 sections

The challenge

JustPushPlay spent more and more of its time on life sciences, but its name didn't say so. Nor did it tell anyone that the agency did business development as well as marketing. The agency wanted a name and identity that matched its specialism, and to be seen more in the sector, online and at industry events. It also needed better internal systems behind its sales work.

The approach

The idea behind the work was to make JPP's specialism visible: a life sciences agency that does business development as well as marketing. In close collaboration with the JPP team, I worked on every part of the move from JustPushPlay to JPP – Life Sciences Marketing & BD: the positioning, the messaging, the name, the visual identity and the rollout. I also worked on the agency's LinkedIn presence, the Life Sciences NL newsletter and content about what the agency knows. Alongside this, I represented JPP at industry events, developed contacts across the sector and set up the systems behind the agency's business development, such as HubSpot CRM, from the initial setup to forms, registrations, emails and automations. Through JPP I've worked with more than 30 life sciences organisations: biotech and medtech companies, CDMOs, CROs, developers and specialist service providers. That gave me practical insight into the audiences the agency serves, and how different their technology and commercial problems are.

Deliverables

  • Marketing, communications and content development
  • Repositioning from JustPushPlay to JPP: messaging, name, visual identity and rollout
  • LinkedIn presence, audience development and the Life Sciences NL newsletter
  • Business development and relationship building
  • Representation at life sciences conferences and industry events
  • Business development systems, such as HubSpot CRM: setup, forms, registrations, emails and automations
Five members of the JPP team at their stand at Innovation for Health 2026, in front of a coffee cart and beside a lit banner reading Marketing & BD for Life Sciences, Launching, scaling, or rebranding your business? Let's talk.
The JPP team at its stand at Innovation for Health 2026.Photo
Kenjiro and a woman in a burgundy blazer take a selfie at the Netherlands pavilion at Swiss Biotech Day 2026, in front of an orange backdrop reading Meet the Dutch.
At the Netherlands pavilion, Swiss Biotech Day 2026.Photo

Outcomes

  • A bigger audience in the sectorJPP's LinkedIn following grew from ~900 in early 2023 to 8,000+, more than eight times where it started.
  • A name that says what JPP doesJustPushPlay became JPP – Life Sciences Marketing & BD. The name now says which industry the agency serves, and that it does business development too.
  • Experience across life sciencesWorking with more than 30 organisations through JPP gave me hands-on experience in biotech, medtech, advanced therapies and specialist life sciences services.
JPP's LinkedIn followers, from ~900 in early 2023 to 8,000+.Diagram

Kenjiro is a great person to work with thanks to his positive and proactive attitude. This, combined with a knack for organisation, knowledge of the life sciences industry and creativity, makes him an effective life sciences marketing professional. Glad to work with him!

Nick VeringmeierDirector, JPP