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Case Study: AI in Life Sciences

Generating business leads from insightful content

Case Studies

Published on:

07.04.2020


The Objective

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.


Dissemination

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.

*Media thought leadership, securing and writing articles in MedTech Innovation and Disruption Magazine.

*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


Results

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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