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Marketing Case Studies

Case Study: Life Sciences Industry

Author: Kristen Carter Category: Marketing Case Studies Date: June 15, 2018

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OVERVIEW

In 2016, following 10 years of success as a staffing agency serving the pharmaceutical market, our client (Co. ABC) introduced a new business division, providing specialized commercial and medical consulting services to the life sciences industry. The following year, we collaborated with Co. ABC in the successful rebranding of their organization, launching a new website and reintroducing Co. ABC into the marketplace.

THE CHALLENGE

Now that Co. ABC had successfully launched its new brand, we needed to increase brand awareness and introduce their new service offerings to their niche audience.  Because it was a growing organization, there needed to be a careful balance of resources focused on direct sales (to sustain the company’s rapid growth goals) and brand building to expand market share. We were challenged with:

  1. Introducing Co. ABC’s new solutions to its current clients
  2. Expanding the company’s reach to new prospects within its niche audience
  3. Creating warm leads for the sales team to close
  4. Building Co. ABC’s credibility as an authority in the commercial and medical space

TAKING ACTION: A SEVEN-TOUCH APPROACH

Paradigm established a focused outreach campaign to introduce one of Co. ABC’s solutions: launch excellence. The goal of the campaign was twofold:

  1. Increase Co. ABC’s brand awareness within its niche audience and ultimately establish its authority around launch excellence
  2. Cultivate precisely targeted warm leads for the sales team to follow up on

 We developed a campaign that engaged Co. ABC’s niche target audience of brand directors in the life sciences industry. To start, we created a comprehensive thought leadership piece and published it in the industry publication, Fierce Pharma. From there, we distributed the article in three ways:

  1. We created a hyper-targeted LinkedIn ad campaign aimed at promoting the published piece to prospects
  2. We distributed the thought leadership piece to Co. ABC’s general email contacts and prospects, as well as via social media, in an effort to promote industry thought leadership
  3. We coordinated with the sales team in establishing the messaging, positioning and timing of a multi-touch sales strategy to 120 brand directors of drugs that were scheduled to launch in the next 12 to 24 months. The campaign included a five-step approach:
    1. Connecting with prospects via LinkedIn with a link to the publication
    2. LinkedIn InMail using sales navigator with a follow-up message
    3. Direct mail campaign
    4. Personal email outreach
    5. Phone outreach

Succeeding the publication of the article, we created a secondary thought leadership piece in conjunction with Fierce Pharma. This time, we created a webinar that again targeted brand directors and brand teams in the life sciences industry. The goal was to capitalize on the brand awareness we had already established and re-engage this audience through a second channel and touch point.

We marketed this webinar in multiple ways:

  1. Emails to prospects
  2. Hyper-targeted LinkedIn campaign focused on driving registrations to the webinar
    • Sponsored ads
    • Personal outreaches inviting highly targeted individuals to the webinar
  3. Partnership with Fierce Pharma to execute emails to their database
  4. Partnership with Fierce Pharma to capitalize on online advertising opportunities

Following the webinar itself, we coordinated with the sales team to establish a multi-touch sales strategy focused on webinar attendees. This multi-touch strategy included:

  1. Connecting with prospects via LinkedIn with a link to the publication
  2. LinkedIn InMail using sales navigator with a follow-up message
  3. Personal email outreach
  4. Phone outreach

In addition, we partnered with the sales team to identify new highly targeted sales prospects. For those prospects, we created a multi-touch strategy that allowed us to share both the publication and webinar as thought leadership pieces to demonstrate Co. ABC’s expertise. This strategy included:

  1. Connecting with prospects via LinkedIn with a link to the publication
  2. LinkedIn InMail using sales navigator with a follow-up message
  3. Personal email outreach
  4. Phone outreach

RESULTS THROUGH INNOVATION

Over the course of four months, the campaign:

  • Increased brand awareness among the company’s niche audience:
    • 3,700 LinkedIn impressions
    • 20,000 Facebook impressions
    • More than 1,700 total views to the thought leadership article
  • Obtained webinar registrations from 407 unique users for the sales team to follow-up with
  • Secured 12 qualified sales meetings from a hyper-targeted prospect list of 120 brand managers
    • Converted 10% of the original prospects into qualified leads
    • Netted 12 viable and qualified prospects with whom the sales team has since met and continues to meet

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