As viral vector CDMOs crowd the field with promises of being “end-to-end” or “one-stop shops,” buyers are growing weary of generic claims. The sector’s maturation demands smarter marketing, focused not on trying to be everything to everyone, but on articulating clear strengths, delivering real value, and earning trust through transparency.
This piece explores:
The platform vs. custom marketing paradox
The pitfalls of “we do it all” messaging
Broader challenges CDMOs face in positioning themselves in today’s crowded market
The Core Marketing Dilemma of Platform vs. Customization
Gene therapy developers, especially emerging biotechs, want two things that don’t always align:
Speed to clinic through plug-and-play solutions, predictable timelines, and regulatory precedent
Flexibility for innovation to accommodate novel capsids, unusual payloads, or dual-vector systems
This creates a core marketing paradox: a well-defined platform promises speed and reliability but can seem rigid and ill-suited to innovative therapies. Customization signals flexibility, but raises concerns about longer timelines, scalability, and cost control.
The noise in viral vector CDMO marketing often stems from companies trying to promise both: speed and scalability, and flexibility for anything novel. But buyers increasingly want clarity, not broad claims.
Platform marketing highlights standardized solutions designed for efficiency, scalability, and lower risk.
The appeal: faster timelines, proven processes, and regulatory familiarity.
The risk: sounding cookie-cutter or rigid, contributing to “platform fatigue” if differentiation isn’t clear.
Customization marketing emphasizes tailored solutions for complex or novel therapies.
The appeal: adaptability for cutting-edge science.
The risk: perceived delays, budget uncertainty, and scalability concerns if not framed carefully.
The most effective CDMOs strike a balance, offering modular platforms that are standardized where it matters (plasmids, purification, analytics) and customizable where it counts (capsid, promoter, delivery route). Clear marketing of this balance helps sponsors see real value and builds credibility over empty claims.
The Smart Approach is to Market a Modular Platform
Position your offering as:
Standardized where it matters (plasmids, chromatography, analytics)
Custom where it counts (capsids, promoters, routes of administration)
Use:
Visual diagrams of the platform “core” + customization “layers”
Case studies showing flexibility for non-standard constructs
Clear service menus to let big pharma vs. biotech self-segment
The “We Do it All” Trap and Why Specialization Wins
With so many CDMOs claiming expertise across every vector, every phase, and every modality, sponsors are skeptical. Nobody believes you can master everything equally well, and trying to sell that way dilutes your true strengths.
Buyers want:
Real expertise in specific areas (e.g., regulatory guidance for lentiviral vectors, capsid engineering, in vivo delivery)
Clear proof that you can deliver (case studies, regulatory track record, publications)
Here’s A Tip: Instead of broad promises, highlight sharp differentiators, like:
Rapid tech transfer for certain vector types
Unique safety switch technology
Proven ability to handle next-gen payloads (gene editors, transposons)
In today’s viral vector CDMO market, credibility, specialization, and transparency win. The companies that will stand out are those that:
Pick their lane and own it
Market real strengths, not empty promises
Back claims with data, experience, and case studies