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Ann McGregor, Chief Executive NI Chamber of Commerce, presents the Excellence in Marketing Award to Stephen Smith, Shaun Mulhearn, Susan Cummings and Aleks Marsh from Andor Technology

Ann McGregor, Chief Executive NI Chamber of Commerce, presents the Excellence in Marketing Award to Stephen Smith, Shaun Mulhearn, Susan Cummings and Aleks Marsh from Andor Technology

Kelvin Boyes / Press Eye

Ann McGregor, Chief Executive NI Chamber of Commerce, presents the Excellence in Marketing Award to Stephen Smith, Shaun Mulhearn, Susan Cummings and Aleks Marsh from Andor Technology

Marketing plays a pivotal role in Andor Technology’s overall business strategy, the company says.

Andor is a world leader in the design and manufacturing of high-performance cameras, microscopy systems and spectrographs.

It works within fast paced, highly competitive markets and is constantly advancing.

The microscopy market is traditionally dominated by the ‘Big Four’ microscope companies making marketing a big challenge for the business.

To stand out it “disrupts” the market, it says to remain unique in an already noisy and competitive landscape.

The company says that it wants “to bring products to market in an impactful way, and then build on that in the mid-long term by implementing a truly omni-channel, multi-level campaign that continually expanded our footprint”.

Its latest product, BC43 is described as a “game changing product for life science researchers, allowing individual users and entire labs to become more productive, and get closer to breakthroughs in cancer research, immunology, virology and neuroscience, among others”.

A huge multi-faceted marketing campaign supported the launch, which was widely recognised as the best product launch in the history of parent company the Oxford Instruments Group. Thanks to the marketing campaign BC43, and Andor were able to compete, and win, on the global stage.

Sean Mulhern, digital marketing manager at Andor, said: “We’re ecstatic. We have a really diverse and dynamic team around the world and I think it’s really good that we’re operating a global business from Belfast.

“We’re really making headway in comparison to some of our competitors and the big multinationals and I think that we have delivered massive growth during the pandemic just through creative marketing, trying to be as innovative as possible. And team work’s been key.

“Our marketing success has been down to every division within our team and leveraging each other’s capabilities. The company wouldn’t be alive without that.”


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