Cicada’s 20 Year Journey to Become an “Overnight Success” in Pharma & Biotech Marketing

American comedian and actor Eddie Cantor once famously quipped, "It took me twenty years to become an overnight success."

Amid the tumultuous economic landscapes of 2022 and 2023, while many organizations were still finding their footing after the global impacts of shifting investment settings and market uncertainties, at least one small company emerged as a case study in perseverance, adaptability and growth: Cicada Marketing .

Founded two decades ago in 2004 by Jeremy Burt , Cicada has gone from local independent consultancy to international pharma and biotech marketing agency, with a team of experts located around the globe and an impressive list of clients from nearly every continent. With that level of growth comes a number of industry leaders who are just recognizing the success of the organization for the first time. Jeremy channels Cantor’s sentiment when these industry colleagues congratulate him on Cicada's "overnight success” over the last year or so…

“While many are just discovering the way Cicada offers its customers an avenue of growth and success through content engagement and storytelling combined with analytical follow-up and lead generation, we’ve actually been slowly refining our processes for two decades now! The customers we’re meeting with today get to benefit from years of experience within this industry, and an exposure to the things that work in reaching these pharma and biotech audiences.”

The catalyst for Cicada? The global pandemic and subsequent rise of remote work as a lifestyle. As the world transitioned to shifting concepts on traditional work environments, Cicada found itself at the forefront of a monumental change.

"When everybody started working from home, there was a new flexibility that rather suddenly became the new normal in a way that had never been considered before."

Previously insurmountable barriers and geographical constraints quickly dissolved, paving the way for Cicada to tap into a pool of highly skilled global talent; irrespective of location.

The Quiet Growth of an International Team

Specializing in biopharma clientele, Cicada found itself uniquely positioned to thrive amidst the changing tides of this new normal. According to Burt, "Geography became much less important for everybody." The rise of virtual communication platforms obliterated geographical barriers, enabling Cicada to engage with new international clients in a way previously considered less than ideal.

Cicada leveraged its expertise to transcend geographical limitations in an interconnected world where time zones began to blur, and borders simply dissolved. Quite suddenly, the acceptance of a world office became normal. Cicada embraced this global mindset with ease, immediately engaging with customers from Europe and the Middle East, to Australia and other APAC regions. Cicada parlayed its portfolio of success over the last 20 years to a global audience of industry leaders who had been waiting for the opportunity to engage with the American market.

“We became a trusted voice in the international biopharma community by focusing on our track record of success and our expertise rather than our location… because that simply didn’t matter any more.”

Overcoming Cultural and Linguistic Hurdles

While remote communication and global client engagement is now more available than it has ever been, Jeremy acknowledges the ongoing importance of traditional local representation. Cicada was reaching a new global audience, and at the same time they were building their world-wide team.

"We were fortunate enough to find very talented people who live in each of the regions where we now do business."

Cicada seamlessly navigated cultural nuances and linguistic intricacies by cultivating a diverse team of experts. Establishing a local presence, familiar with international culture helped ensure not only effective communication across borders, but adherence to international standards of practice from country to country. This multifaceted approach enabled Cicada to tailor its services to meet clients' unique needs worldwide.

A Global Brand with a Local Impact

As Cicada continues to redefine industry standards, prospective clients are encouraged to explore the wealth of services offered by this innovative company. Burt extends an open invitation to all…

"Research us. We're thrilled the world is seeing us now, and all the things we have to offer... but don’t take our word for it! We invite you to ask the list of clients we've already helped throughout the biopharma industry for decades."

Cicada Graphics and Communications epitomizes adaptability, innovation, and excellence in rapidly evolving landscapes. From content creation to strategic year-over-year marketing, Cicada offers comprehensive solutions tailored to meet the diverse needs of clients around the globe.

Join Cicada on its transformative journey, where possibilities are limitless, and success continues to knows no bounds.