IBT Reference & Diagnostic Laboratories: Biotechnology Marketing Case Study
When the leadership team of IBT Laboratories, an international allergy and immunology laboratory specializing in pharmaceutical contract research, diagnostic testing and custom assay development, decided to invest the resources necessary to capture significantly more market share, they sought out a strategic marketing partner to help them achieve this ambitious goal. Synergy Marketing Group, an experienced biotechnology marketing firm, became the agency of record.
The Biotechnology Marketing Agency’s Approach
Synergy leveraged its extensive life science expertise to develop a strategic marketing plan to promote IBT’s services to some of the world’s largest pharmaceutical and biotechnology companies, hospitals, universities, contract research organizations (CROs) and central labs. As the agency of record, Synergy re-branded the company, developed a new SEO website designed to generate qualified sales leads, supported its sales team at industry conferences and tradeshows, updated its packaging and sales/marketing materials, conducted local and trade PR/media relations, conducted e-mail and direct mail marketing to drive sales, launched advertising campaigns to increase industry awareness and improved the company’s organic search engine rankings with aggressive Internet marketing and search engine optimization (SEO).
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