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SALES ENABLEMENT

Case Studies A SHIFT TOWARD MARKETING THE SOLUTION,
NOT THE PRODUCT, FOR ONCOLOGY FOCUSED BIOTECH left right

The Situation

Mitra Biotech, a start-up biotechnology company, had launched a 3D cell culture system to validate lead immunotherapy combination strategies prior to entering the clinic. They needed to develop a stronger global market presence and increase revenue after a sluggish year of sales. At the time, there was limited marketing support on the biopharma side of business, as most of the budget and time was spent on the clinical end. With a frustrated sales force and an internal marketing team stretched far too thin, Mitra approached Sciencia for help. Our team joined Mitra, as an ancillary part of their organization, to implement digital marketing campaign strategies and create interactive and engaging content to attract prospects and increase conversion rates. We worked closely with the VP of Sales and Marketing to clearly define revenue goals and expectations, enabling us to develop strategies and tactical plans based on the reality of Mitra’s timeline and budget.
swot-analysis

Customer and Competitive Research

To gain a better understanding of present market pressures and marketing support needs, we interviewed various internal stakeholders, including R&D scientists, the Marketing Communications Manager, Field Application Scientists, Sales Leadership and members of the Sales team. We also performed an independent competition analysis to understand and analyze their strengths, weakness, positioning statements. Finally, we reviewed the data generated from over 10 interviews with potential and existing customers.
After our team finished the initial research, we guided a half-day online workshop with internal stakeholders – working together to define Mitra’s strategic direction, messaging, branding and unique value proposition.

Strategic Planning

We shifted our focus from marketing the product to marketing the solution which was to accelerate drug development and improving the lives of cancer patients. Because of this shift, we updated Mitra’s branding elements – on the website, in email blasts, and other marketing collateral – to feature real-world people, rather than product images.

With the long cycle of translational research, it was important to maintain relations, while guiding prospects on their buyer journey. Therefore we developed a comprehensive educational content strategy to foster the long-term relationship and develop trust with prospects. The strategic plan included new website landing page for the biopharma side of the business, monthly newsletters that featured immuno-oncology clinical trial news, third party case studies with a leading pharmaceutical company, and a webinar series with a focus on best practices for clinical trial design.

digital strategy through research and positioning
digital-campaign

Targeted Digital Campaigns

We then ran a targeted email campaign, delivering personalized and relevant sales content to each of Mitra’s customers, including researchers in the Head and Neck Cancer, Breast Cancer, Gastric Cancer, and Lung Cancer industries. Segmenting Mitra’s contact list, we sent targeted content to the individual researcher, enabling data-driven insights to optimize Mitra’s future email campaigns. For instance, we found that breast cancer researchers were twice as likely to open an email with ‘breast cancer research’ in the subject line versus ‘immuno-oncology research’. Emails were also rich in educational and translational research content, leading prospects back to the SEO-optimized website landing pages where we offered contact info required downloads of scientific posters, case studies, and application notes.

Sales Enablement

Due to the novelty of the product in the marketplace, we needed to employ competition battlecards and FAQs to help the sales force navigate the sales process.

Importantly, we worked closely with the sales team to develop collateral and tools that would be helpful in their specific region to convert prospects to customers. For example, in Europe, they were very much interested in long-detailed written documents, whereas in China, they preferred short, subtitled videos. This not only helped with the sales process but allowed more cohesive marketing and sales alignment and boosted morale.

Sales Enablement
mitra-result

The Result

After 6 months, we were able to increase sales by 18% and marketing qualified leads by 20%.
In addition to new website landing pages specific for the biopharma side of the business, we added over 8 pieces of marketing material to their portfolio including brochures, flyers, and educational webinars.
Our process of content development was implemented into their operations because they saw first hand the value as it saved the company time, money and resources.
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CLIENTS WORK WITH US FOR MULTIPLE PROJECTS

15

YEARS EXPERIENCE PER CONSULTANT

100

LIFE SCIENCE CLIENT FOCUS

TESTIMONIALS

What Our Clients Say About Us

“Sciencia did a fantastic job supporting our team and helped us reach our goals. Jill takes initiative, collaborates well and drives projects to completion.”  

Andrea Jackson, MBA VP Sales and Marketing

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Jill Roughan

Jill Roughan, PhD

Founder & Chief Strategy Officer