Almac eCOA
Social Media
Marketing Strategy
Email Marketing
Project Overview
The Challenge: Enhance awareness and lead generation to drive more revenue for eCOA. Almac - a global leader in pharmaceutical and clinical development and the commercialization of life science products - wanted to relaunch marketing efforts for its electronic clinical outcomes assessments (eCOA) services to rejuvenate interest and create fresh leads for its sales team. Our research showed that Almac's audience's understanding of eCOA varied, so the campaign walked first through a general education and then through real examples of how eCOA impacts business. We took a “narrative” approach and crafted the “Tale of Two Trials" - a comparative story of the benefits of eCOA which we told through both a video and a digital book. The campaign launched lead generation in multiple waves through traffic drivers including paid search, LinkedIn posts and sponsored Tweets. A series of highly-targeted email blasts supported those efforts, but both waves focused on answering the questions and concerns surrounding the array of eCOA technologies with a call-to-action to drive people to watch or download Almac’s eCOA story. The eCOA campaign results exceeded expectations and met or exceeded nearly every measurable key performance indicator. Two email pushes produced a 98.4% deliverability rate with a 123% increase in the open rate and a 600% increase in the click-through rate. Seeded posts on key LinkedIn discussion groups accounted for 69% of eBook downloads which indicated the influence of Almac as a thought leader, and our sponsored Tweets – a new and untested tactic – delivered leads at an extremely low CPL.Client
AlmacTags
marketing
eBook
digital marketing
integrated marketing
strategy
branding
awareness
lead generation
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