Starting this year, PerkinElmer is aligning its business to focus on two strategic areas—human health and environmental health. The new emphasis better defines the strategic mission of the company and, at the same time, improves how it communicates the value it delivers to customers.
“The work we do makes a significant difference in many aspects of our world, whether it’s the quality of drinking water, how quickly new medical treatments come to market, or how safe and secure we feel in our homes,” says Robert Friel, president and CEO of PerkinElmer, headquartered in Waltham, MA.
Richard Perkin and Charles Elmer founded PerkinElmer in 1937 as an optical design and consulting company. In 1999, EG&G purchased the analytical instruments division of PerkinElmer. The company has a reputation as a collection of businesses that provide good technologies, ranging from chromatography instruments to screening tools for newborns. However, until now, its diverse holdings have lacked a strategic cohesiveness.
The human health business will develop diagnostics, tools, and applications to fight disease in order to provide better medical insights and more rapidly create critical new therapies. This business brings together the genetic screening, Bio-discovery, and medical imaging operating units. The environmental health business includes the company’s analytical sciences, laboratory sciences, and detection and illumination operating units. They will create safe products, more secure surroundings, and energy-efficient technologies.
Suites of products that are more outcome-and-result oriented are under development to strengthen the company’s new mission. “Rather than just selling tools and products, we want to deliver actual outcomes to help our customers,” says Friel. For instance, in addition to selling analytical instruments and reagents, PerkinElmer will develop protocols, software, and application notes to assist customers with different phases of a research project.
Customers will also see a new tagline, “For the Better,” which reflects the new identity and values of the company. The old tagline, “Precisely,” largely described how PerkinElmer instruments performed. As the company moves toward outcome-based and encompassing technologies, the new tagline better represents that goal. Customers will see better products for human and environmental health, including ones for water testing, food quality, consumer products, and medical treatments.
The new business plan was announced in Shanghai late last year, a location that has become increasingly important for the future of PerkinElmer. “As a global company, we have made significant investments in China to capture growth opportunities in the Pacific Rim,” says Friel. In fact, PerkinElmer’s CSO, Daniel Marshak, relocated to Shanghai to oversee the expansion of its technical center there.