A Shift Toward Marketing the Solution,
Not the Product, for Oncology Focused Biotech
A Shift Toward Marketing the Solution, Not the Product, for Oncology Focused Biotech
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.
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.
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.
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.
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.
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.
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
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.
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.
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.
“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
VP Sales and Marketing
“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
VP Sales and Marketing
Ready to equip your sales team with sales tools
that convert?
Ready to equip your sales team with sales tools that convert?</span
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