Marketing strategy and campaign design for a cell culture reagents company.

Challenge:

The client had mainly sold to innovators and early adopters who were happy to change their experimental methods to accommodate the new product. The need for users to change SOPs was a barrier to uptake. In addition, the client faced strong competition from providers offering complete solutions with products and protocols for the whole cell culture process.

Solution:

To be able to go beyond the early adopters, the client needed to dominate a smaller market segment who could influence the behaviour of the wider industry. A Clinical segment was identified which had the potential to set the standard and push these reagents into other sectors of the cell culture market.

We worked with the client to find a strong value proposition. For clinical customers developing cell therapies, using human-derived components in the preparation of the product is beneficial so we focussed on this aspect of the product.

We  designed a marketing campaign which would challenge scientists to think about the effect of starting conditions on their stem cell culture (where the product is used) and the impact that this has on the overall outcome rather than concentrating on the differentiation step where they tend to focus most of their effort. Using independent data, we showed that the product gives better overall results with the additional benefit of being human derived.

Insight:

Finding the right audience and reframing how they think about their cell culture process was critical to winning over this market.

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