Client Overview
A leading biotech company faced challenges in brand positioning, omnichannel execution, and marketing analytics. Despite a strong product portfolio, low customer awareness, fragmented engagement, and poor marketing ROI tracking limited its market impact.
An exciting challenge—the company had everything: an innovative product portfolio, industry expertise, and a solid team. But despite this, they faced low brand awareness, fragmented customer engagement, and poor marketing ROI tracking. A nice puzzle to solve, requiring a strategic, data-driven approach.
What Was Holding Them Back?
- Lack of Clear Differentiation – The brand struggled to define a strong Value Proposition Matrix to stand out.
- Inconsistent Customer Engagement – A disjointed omnichannel experience led to low retention and weak brand recall.
- Limited Use of Data – Without a solid insight framework, tracking customer behaviour and optimising campaigns was nearly impossible.
Visual: Value Proposition Matrix (Illustrating differentiators, customer needs, and competitive positioning with clear data points)
Strategy & Execution
Market Segmentation & Persona Development
- Conducted deep customer journey mapping & sentiment analysis to refine engagement.
- Developed an Omnichannel Engagement Model (ONSEM) to align messaging with key customer touchpoints at different data stages.
Visual: ONSEM Framework (Showing data flow from insights, segmentation, execution, optimisation, and impact assessment)
Omnichannel & Digital Transformation
- Designed a data-driven omnichannel strategy integrating email, CRM automation, social media, and paid media.
- Built a library of digital assets tailored to different biotech industry stakeholders.
Visual: Customer Touchpoints Map (Depicting how various touchpoints interact at different engagement stages, including social, direct, and digital channels)
Performance Analytics & Optimization
- Leveraged dashboards (Tableau & Power BI) to track real-time engagement, conversion rates, and ROI.
- Used predictive analytics to adjust messaging based on customer behaviour patterns.
Visual: Data-Driven Engagement Dashboard (Tracking audience response and campaign optimisation strategies)
Results & Business Impact
- Enhanced brand credibility and recall – Improved customer recognition by refining positioning and ensuring consistent messaging across all digital and offline platforms.
- Strengthened customer engagement – Omnichannel execution increased interactions, ensuring seamless customer journeys and sustained engagement.
- Optimized campaign efficiency – Improved targeting accuracy, enhancing message relevance and boosting conversion rates.
- Advanced marketing intelligence – AI-driven insights provided deep analytics on customer behaviour, enabling continuous performance refinement.
Visual: Omnichannel Customer Touchpoints Scoring
What This Project Reinforced
- Data is the Key to Smart Marketing – Making informed decisions eliminates guesswork.
- Cross-functional collaboration is a Game-Changer—When marketing, sales, and analytics work together, the results are powerful.
- Agility Drives Success – Real-time campaign adjustments maximise impact and keep brands ahead of the competition.
Why This Project Was Exciting
This challenge combined strategy, data, and execution—the perfect combination. Watching a brand go from fragmented to focused, disengaged to dynamic, and seeing real, measurable impact made it one of the most rewarding projects.
📩 Looking to take the guesswork out of your marketing? Let’s talk!
