CASE STUDY
Schrödinger’s unique approach of physics-based modeling and machine learning has proven to be so innovative that language does not yet exist to clearly articulate the company’s core brand and value proposition. This leaves each of the company’s audiences with incomplete or potentially incorrect understanding.
Conversation about machine learning often veers into hype around “AI” or the “digital revolution,” leading to skepticism and confusion among potential employees, investors, journalists, scientists and customer, who may see ‘revolution’ as a disruption and a tremendous source of risk.
But innovation doesn’t have to be disruptive.
To cut through the hype, Schrödinger went back to first principles to communicate its unique vision. Unlike companies promising disruption, Schrödinger promises “a more predictable future.” While cutting edge machine learning technology is core to Schrödinger’s value proposition, the company focuses on its multi-decade success and elevates the human process as a key part of the value it provides. To reflect this, the messaging strategy balances technological advancement with rigor and validation, transparency, human factors, and real world outcomes.