New Customer Acquisition

Case Study

The Challenge: Biotech Company’s product recently launched and aim was to acquire new customers. Existing marketing strategy only targeted healthcare professionals (HCPs) / B2B.

My Role: Product Marketing Manager; Developed a business-to-consumer (B2C) campaign.

The Solution: Targeted patients and caregivers via new collateral by driving awareness through the creation of educational content with QR code for follow up campaigns. Content also strengthened relationships with prospect / existing HCP customers.

The Results: Website views from tracked QR codes increased website reach by 15% from previous quarter and increase in qualified leads.

Key Takeaways: Mix stealth marketing with educational content to drive orders from new customers and strengthen relationships.

My Approach

Audit Materials

Audit all existing materials, content and messaging currently positioned for B2C.

Market Research & Analysis

Identify demographics that align with ideal consumer users (patients & caregivers), understand needs and decision-drivers.

Identify Target Audience

Further define and refine target audience based on market research & analysis. Align how product is a solution for consumer needs and identify what consumers prioritize.

Develop Customer Profiles

Aggregate all collected information & data into profiles and develop preliminary messaging framework for each ideal consumer identified.

Develop Strategic Plan, Define Tasks & Timeline

Perform gaps analysis to identify content needs. Prioritize content and align to marketing customer journey.

Results / Implementations

Website Optimization

  • Overhaul of content on patient website

  • SEO & Keywords targeting

Content Creation

  • Patient / caregiver educational videos series - Why the test?, Test Overview, Test Results

  • Landing page creation with QR code tracking

  • Social media

  • Informational booklet for patients and caregivers (see below)

Advertising

  • Targeted programmatic ads campaign

  • Geotargeting campaign

Business Partnership

  • Strengthened partnership with high profile patient advocacy group

Examples of Tools / Frameworks Applied

Market Research - Demographics
Market Research - Decision Drivers
Market Research - Positioning
Customer Profiles Planning
Customer Profiles - Development
Gaps Analysis
Proposal to Leadership

Informational booklet for patients and caregivers

I decided to create this piece (pictured below) after learning through customer feedback that content like this (lightly branded - “stealth” marketing) is highly coveted by HCPs. With one of our business objectives being to further develop HCP relationships, creating a piece like this encouraged and nurtured those relationships, while also fulfilling an additional strategic objective to increase awareness of our product B2C (patient & caregiver population). Further, we were able to foster partnerships with patient advocacy organizations we were targeting to develop relationships with by mentioning their orgs in the “SCC Sparks of Info” and / or the “Helpful Resources” section.

For this piece, I wrote the content, designed the framework for the content placement, and collected cross-functional and stakeholder input / feedback on the content included. Please note the piece you see is from draft concepts, this is not the final version.

  • Cover