BiotechExec

CASE STUDY – LIFE SCIENCE

TRUST
POWERFUL
CARE

The

LEGACY

Achieved

TRUST
POWERFUL
CARE

PROJECT INFO

BiotechExec is a network of leading bioscience industry executives providing life science consultancy services on a fractional full-time basis. With years of experience in the Biomedical and Life Science field, CEO and Founder Russell Allen wanted to help bring lifesaving products to the market through readily available advice from senior level advisors.

To effectively develop this proposition and the BiotechExec brand, Russell initially worked with our sister agency brand elect (be.). Being based in the US, effective communication was paramount to successfully develop the brand and continue with onward marketing services.

IMMERSIVITY

Our sister agency Brand Elect (be.) initially developed BiotechExec’s brand narrative through re-alignment and development of their brand story and core messaging. From this, Marketing Elect was then able to work with the Biotech team to identify what it was they wanted to achieve from their marketing, and how they wanted their audiences to feel from their brand. Having two core audiences meant that we immersed ourselves in each stage of both journeys, in order to fully understand the outreach that would be most effective for each user stream.

Following a marketing strategy session, we were able to pinpoint the prime marketing collateral and outreach needed for a 6 month plan, from re-launch to brand awareness and lead generation.

ACTIVATION

By immersing ourselves in the Biotech brand from inception, we identified that a hybrid of traditional and digital marketing services would be beneficial for targeting key audiences. Starting by developing a fully engaging and interactive website with their new brand identity, BiotechExec were able to showcase their core values whilst making their offering clearer and more concise.

Printed collateral such as brochures, boilerplates, pull-up banners and competition materials were very effective for conferences Biotech regularly attend. We created a multi-channel experience through the ability to scan these items via a QR code to directly save contact information and visit social pages.

The re-launch enabled Biotech to become fully activated as we showcased their newly branded video showreel that was both informative and creative, perfectly explaining their services to each of their audiences.

DATA

Biotech’s LinkedIn engagement increased by 2,675% in the first month alone, with Facebook’s reach increasing by 2,150%. We ensured that we utilised social media at key times to hit target audiences, with a mix of content from video to blog posts to provide a great scope of engagement.

We also created a social media guide for the BiotechExec SEAT members, as their own LinkedIn profiles were well established, but with our tips and tricks, they were able to share posts and invite further relevant connections to the page, increasing reach further and promoting internal advocacy.

LEGACY

BiotechExec’s ability to bring life-science products to the market was demonstrated through emotive visuals combined with an ongoing narrative of their experience and expertise. This combined with the Senior Executive Advisory Team (SEAT) profiles helped to build a great level of TRUST with their target customers.

BiotechExec’s offering of Fractional CXO’s was made clear as an alternative option for prospective clients that may not be able to afford industry professionals on a full-time basis. This POWERFUL offering showed them to be adaptable from proposition to execution. We utilised the creative marketing mix to provide a full journey for the consumer. The engaging Corporate Video Showreel expressed their brand values as a Life Science company that CARES, whilst their re-launch campaign set them apart from others as they demonstrated themselves as industry leaders in their field.