// How Marketing Strategy Generated Success for a Life Science Company
From Prospects to Customers in 60 Days
The Challenge
Launch cloud-native medical imaging platform and grow in new geographies
Dobco Medical Systems encountered multiple hurdles in launching their cloud-native diagnostic medical imaging platform in Belgium and expanding into new territories with their medical imaging portal solutions.
These hurdles included a home market that knew them as a medical imaging portal provider only, new target markets that had a lack of cloud-tech understanding, paired with limited brand recognition in these new markets, and a lack of a dedicated marketing strategy.
This prompted the leadership team to recruit a fractional chief marketing officer, myself, to enhance their reputation, launch their product, and support the drive of sales in new geographies. I was immediately humbled by the opportunity to work with such a bright team and truly innovative product.
Here's what I found
when auditing their current business plan and activities.
Diluted Product Positioning
The current product positioning structure did not clearly articulate the available solutions within the product platform. This was particularly confusing for customers in the home market, leading to a diluted brand identity, and disjointed marketing efforts, ultimately hindering the ability to strengthen market presence for achieving longer-term growth.
Nontargeted Marketing Strategy
In the new markets, not being well-known and not having previously worked on developing the marketing strategy, was slowing down sales impact. This was compounded by the industry environment, where competition was fierce, well-established, and customers were inundated with information from multiple sources.
Missed Sales Opportunities
With an increasing number of new sales team members directly interacting with prospects, there was a strong need to formally document the sales process and develop a sales playbook. Not having one can result in inconsistent sales approaches and reduced team efficiency. According to a study by Harvard Business Review, companies with a formal sales process achieve 18% more revenue growth than those without one.
The Solution
Brand revitalization, targeted marketing strategy, and sales empowerment
During the audit I discovered that the brand architecture was unclear and did not differentiate from competitors, which was causing confusion among customers on what was offered. I acted quickly to re-evalute the approach to develop a clear, differentiated, and effective architecture.
Further in the audit, I found that there was no targeted marketing plan, I focused on creating a powerful messaging and content marketing strategy that resonated with their target audience to amplify brand strength and drive growth.
Additionally, not having a formal documented sales playbook was causing inefficiencies for the sales team so I worked closely with the Sales Director to implement a documented playbook that could empower the sales to deliver a high-quality experience to prospects, ultimately leading to increased conversion rates and revenue growth.
Direct Sales Impact
The first technical release email campaign to the home market led to a direct sale of the cloud-native diagnostic product from a customer who had initially said no. This demonstrates the power of tailored messaging in reopening doors for the sales team.
Strong Lead Generation
The content marketing strategy generated 74 qualified marketing leads from the geographic expansion campaigns in France and Germany, with an average potential total value of $3.7M. This showcases the effectiveness of a targeted approach in reaching and engaging new markets.
Enhanced Audience Engagement
Targeted content on industry trends, testimonials, and key new features resonated with target audiences, leading to a 5.8% engagement rate, a 145% increase in followers, and 193% increase in page views on social media platforms, and a 185% increase in unique visitors to the website.
Increased Brand Recognition
Steady growth in news engagement, organic search, and key message recall in customer testimonials, driven by a combination of organic and paid efforts, resulted in nearly half a million impressions within their target audience community.
The Services
Here are the services provided to get results
Product Positioning
For a strongly positioned product offering, I redefined the brand architecture so that it clearly articulated the offering and differentiated it from competitors. Next I built a tailored product messaging strategy per buyer persona to craft a compelling narrative that appealed to the target audiences and establish credibility by incorporating customer-centric messaging, using engaging visuals, and showcasing tangible benefits to eliminate confusion and demonstrate the unique advantages.
Sales Enablement
I looked at sales enablement activities and created a new sales playbook that included the updated brand architecture, product messaging, and storyline for each target persona, as well as an overview of available materials for each phase of the company’s sales process. The playbook will ensure consistency across the team, streamline the sales process, and empower the sales representatives to deliver a high-quality experience to prospects.
Content & Digital Marketing
Leveraging a mix of digital channels, including social media, email marketing, and paid advertising, I also introduced awareness campaigns to showcase strengthen positioning through customer success stories and evergreen content to increase brand awareness, and generate leads. By utilizing an integrated approach, I was able to reach the target audience through multiple touchpoints, ensuring consistent and effective messaging that drove results.
Results like these are replicable.
How do I know? It's what I live and breathe. I help life science companies generate topline revenue by developing and translating marketing strategies into actionable and measurable growth plans to reach more customers.
Precision Marketing with Creative Flair
I am a senior marketing professional on a mission to turn creativity, data, and a people-first approach into a marketing strategy that truly works for you. With 20 years of experience in marketing leadership roles, I help life science companies create strategies to distill their values and products into a clear message that connects with customers. Together, we build cross-functional teams and grow them into experts at attracting clients and building measurable growth for your brand.
The Word
Hear the word on the street
Liesbeth Ceelen, CEO, BioLizard
At BioLizard, we are dedicated to helping our clients fully utilise their scientific data to increase their performance and ability to positively impact billions of lives globally. We recently invested in a strategic marketing partner to review our current strategy to ensure it met our growing client services and was delivering on our mission. Stephanie took the time to understand our market dynamics, conduct research and provide a bespoke plan with recommendations that balanced strategy and tactics to drive real impact. I cannot recommend her enough.
Laura Brunton, CEO, Totally You
Stephanie is the smartest, brightest and most wonderful leader. A true expert within the strategic marketing field. An asset to any business and community who loves a deep thinker and action-taker!We recently spoke at a co-hosted event with HBA Brussels and Deloitte on elevating females into positions of influence where I was part of the panel. Stephanie was one of the opening speakers and her professionalism and approach to presenting data as well as thought provoking questions and audience engagement helped to warm up the audience and build up to an amazing panel discussion. She makes a great addition to any event and panel with her poise and passion on the stage.We also have the same client who I know are just as much of a super fan of hers with her vast marketing expertise.
Are you ready?
I believe in work that adds value, serves my customers, and the customers they serve. That's what my programs are designed to help you do. I'm here to help by giving you my best strategies to move you forward.
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