INC Research/inVentiv Health has announced it has changed its brand identity to Syneos Health.

In a statement the company said that the word Syneos (pronounced SIN-ee-ohs) communicates the value of synchronising clinical and commercial capabilities to accelerate customer performance.

“Syneos Health fully expresses our value proposition," added CEO Alistair Macdonald, "that is, our ability to deliver integrated end-to-end solutions and create new paths for our customers to develop and commercialize their therapies. Unlike traditional CROs and commercialization businesses, we are knocking down walls and enabling clinical and commercial experts to work in sync by using the latest technologies, advanced business practices and the advantages of scale. Our Biopharmaceutical Acceleration Model is unique to the industry, and from this ambitious vision, Syneos Health was born.”

Macdonald continued, “As commercialization experts, we understand the importance a strong brand plays in creating differentiation, conversion and loyalty. Our new identity reinforces our fully integrated business model, positions Syneos Health as a high-value solutions partner, and is designed to attract and retain top talent committed to shortening the distance from lab to life.”