A Shift Toward Company Branding and Away From Product Branding As a Strategy to Increase Product Sales
A Shift Toward Company Branding and Away From Product Branding As a Strategy to Increase Product Sales
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 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
Our team initially reviewed internal documentation, executed an
independent competitive analysis, and performed interviews with internal
stakeholders – including lead engineers, sales and market managers – to
better understand their perspectives on marketing biotech products and
converting prospects to customers.
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 tipsl.
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 Process
Our team initially reviewed internal documentation, executed an
independent competitive analysis, and performed interviews with internal
stakeholders – including lead engineers, sales and market managers – to
better understand their perspectives on marketing biotech products and
converting prospects to customers.
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 tipsl.
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.
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.
“Working with Sciencia Consulting allowed us to uncover a previously unidentified pain point
and fine-tune our company messaging. Jill has strong communication skills and was always
upbeat and positive.”
Carla Stephens, MBA
Director of Marketing
Director of Marketing
“Working with Sciencia Consulting allowed us to uncover a previously unidentified pain point
and fine-tune our company messaging. Jill has strong communication skills and was always
upbeat and positive.”
Carla Stephens, MBA
Director of Marketing
Director of Marketing
Ready to craft messaging that converts? </span
Ready to craft messaging that converts? </span
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