COMPANY BRANDING
The Situation
Biotix, a global leader of laboratory consumables and liquid handling solutions in the life science industry, was having a sluggish year of sales. Engineered to allow for more accurate pipetting, Biotix’ pipette tips clearly outperform their competitors, but at a much higher price than the market leading brand, so they were struggling to convert prospects to customers. Seeking to effectively promote a solution to encourage customers to switch products, regardless of price or prior preference, Biotix reached out to Sciencia for life science strategy consulting to help develop compelling messaging that would trigger action from prospects and increase sales revenue.
The Process
Together, with their marketing team, we developed and launched three separate surveys targeting previous customers, existing customers and prospective customers – to understand how they view the Biotix brand, Biotix pipette tips and end-user experiences at the bench when using pipette tips.
Once we received the preliminary data from the surveys, we were able to employ our life science strategy consulting processes and develop one-on-one interviews with prospective and previous customers to gain a deeper understanding of their pain point. With the the survey and interview data, the Sciencia team led an on-site workshop, beginning with a presentation of the visual customer journey map, followed by our competitive audit, data-driven insights from the surveys and interviews, and recommendations for product positioning and messaging.
The Result
The ‘aha’ moment during the life science strategy consulting workshop came when we realized that the most compelling messaging had little to do with the product itself, but rather on the Biotix brand as a whole. Biotix had a strong commitment to sustainability and had roughly 75% less plastic waste, compared to competitors, with each pipette tip delivery. With climate change and environmental protection on the mind’s of many customers, we centered Biotix’s brand messaging strategy on this advantage. Encouraging customers to not only choose Biotix, but also take action – selecting the best option for both their experimentation, as well as the environment.
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