Check out how we used a holistic approach to growing the brand awareness of our pharmaceutical testing laboratory client. We combined our scientific sales services and science marketing services to support this client with their outbound brand awareness efforts, while generating qualified sales leads.
Client
A independent pharmaceutical testing laboratory.
This GMP laboratory offers a complete suite of compliant analytical testing services to the pharmaceutical market.
Their services range from regulatory testing conducted to pharmacopeial methods, through to wider, more bespoke projects; ranging from stability studies to pharmaceutical test method development and validation.
Although located in the UK, their capabilities are delivered globally, with many of their existing customers being located worldwide.
Brief
Build awareness of the business and their unique USPs in order to maximise lead conversion and prospect engagement.
We began working with this particular business on a solely lead-generation focussed telesales campaign. However, after conducting a lead generation campaign for eight weeks and generating minimal leads, our delivery team were quick to contact the client to highlight the need to re-strategise. We travelled to the clients premises and discussed their business growth strategy in depth.
The market intel the sales team gathered from the telesales activity proved vital in identifying our next steps for the campaign, which resulted in the need to increase brand awareness.
This led to our new campaign brief, which was to use a combined sales and marketing approach to broaden the reach of the analytical testing lab digitally, improving brand recognisability, which would have a knock-on effect on the lead generation activity, and ultimately increase conversions.
Average ranking of page 1 on Google across 25 different keywords
Requirements
A less than 2% unsubscribe rate on the first marketing email sent to the database
Delivery
Ongoing sales and marketing activity which continues to build reach and convert opportunities
After our in-person strategy meeting we were able to uncover a number of unexplored opportunities to expand delivery in additional areas. This included a customer maximisation campaign and market research required to target new markets.
This sales activity was paired with a consistent social media strategy and monthly content marketing to increase SEO. Blog topics were identified based on trends in the sector, as well as areas of valuable expertise of the businesses. This allowed us to explore a number of SEO opportunities and communicate the in-house knowledge of the team to their target market reinforcing their position as a market leader in the pharmaceutical testing space.
We paired this campaign with an additional project to deliver a complete rewrite and optimisation of a number of their website pages. Since this was at the core of their omnichannel marketing strategy, it was vital that their website was effective as a lead conversion tool as well as providing a supportive resource for information.
Outcome
1.5 leads generated every 14 hours with social media impressions increasing by 51% in the highest month.
We worked with this analytical testing provider on an ongoing basis, continuously assessing their strategy and working towards the brand awareness goals we established together.
As well as generating a number of worldwide sales opportunities with six-figure order values, we have accounted for additional target geographical areas and broadened our omnichannel marketing to include email marketing and SEO.