Data consultancy, Tessella has a long heritage in life sciences, helping pharma and biotech companies use data science and AI to improve business outcomes.
To help them engage strategic decision-makers at prospects, we developed a report exploring how AI can support ‘Patient Centric Healthcare’, a hot topic in life sciences, where companies are seeking good information and advice.
Developing Strategic Content
The report was developed through interviews with 11 experts - at Tessella and within its network - who are actively working on AI projects in healthcare.
This created a unique and informed position, backed by real life use cases.
The report launched February 2020, gated and downloadable on Tessella’s website. Promotion activities, designed to drive relevant downloads, included:
*A targeted LinkedIn lead generation campaign promoting the whitepaper.
*Story in Tessella’s newsletter promoting the whitepaper
*Three articles on Tessella’s Insights Page drawing on findings and case studies from the whitepaper
*Soundbites and key insights from the whitepaper promoted through Tessella’s social media channels
After two months
*38 sales qualified leads from downloads
*Five sales meetings
*Leads came from senior people at pharma and biotech companies, and health services, with titles such as Heads of Data, Digital or R&D.
*A second wave of marketing activity in June generated a further 24 qualified leads. More are planned throughout the year.
Julian Fowler, Head of Marketing and Communications at Tessella, says:
“This was a textbook example of how to run a campaign. All the right companies, all the right job titles. We don’t want to be sifting through endless low-quality leads then getting short shrift when we follow up. We want the best leads and we want them to know how good we are. So quality content matters.”
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