Marketing a New Technology to Unique Audiences with an Integrated, Omnichannel Campaign
Challenge
Bio-Rad Laboratories, a leader in life science research and clinical diagnostics, launched an innovative new technology called Droplet Digital™ PCR (ddPCR™) that amplifies and quantifies DNA and RNA samples. After building awareness for the technology, they targeted niche clinical and research audiences that have specific applications. Each needed tailored strategies with unique deliverables that incorporated use cases laddering up to larger business goals. Bio-Rad also needed to view and analyze performance efficiently.
Solution
We used our scientific creativity to create a MARKETING COMMUNICATIONS STRATEGY involving campaigns for each audience with tailored messaging about the promise of ddPCR technology for their needs.
Oncology and Pathology Audiences
Strategy: Develop a high-value eBook about ddPCR™ technology and solid tumors, promote it with Paid Social, and drive to an Oncology/Pathology Landing Page. Use repurposed eBook content in trade media Sponsored Content Placements.
ddPCR™ eBook
ddPCR™ Landing Page
Sponsored Content Placements & Paid Social
Biopharma Research and Development Audience
Strategy: Create Blog Content, a Newsletter, and other thought leadership assets about the benefits of ddPCR™ in RNA therapeutics. Drive Lead Generation throughout the marketing funnel with these assets. Deploy an Integrated Analytics Dashboard with segment-specific metrics and campaign-wide results in one actionable location.
Bioradiations Blog Content
Bio Rad LinkedIn Newsletter
Results
Our omnichannel campaigns boosted engagement with Bio-Rad’s unique audiences and resulted in substantial increases in both qualified leads and net sales.
Increase in leads from 2020 to 2022
Net Bio-Rad sales increased from 2020 to 2022
We also became an INTEGRAL PARTNER and extension of Bio-Rad’s team in planning and building ddPCR™ success. Our 10+-year engagement with Bio-Rad continues as we use these valuable insights to refine and focus additional campaigns.
“We appreciate the strategic planning and diligent work the CG Life team conducted around our Series A launch
to make it a success.”
Viswa Colluru
SVP Corporate Affairs
Bio-Rad Laboratories