Quintiles
Biotech Market Acquisition (2009)
B2b c-suite cold acquisition campaign
The most successful campaign Quintiles have run to date. All the results were tracked from advertising source. Online targeted advertising provided an ROI in excess of 1000%.
Eleni Elia
Global Marketing Manager
Brief
Quintiles are the global leaders in pharmaceutical drug trials. With over 23,000 people in over 50 countries, they are responsible for taking more than 90% of the top selling drugs to market each year. Following an aggressive acquisition programme from GlaxoSmithKline into the biotech market, Quintiles needed to increase their market share by targeting senior directors in the world’s largest pharmaceutical companies. The objective is to secure tenders across Europe and N. America over a six-month period.
Key Insights
Following a period of data analysis and media research, we were able to pinpoint all the companies across Europe and N. America that release large scale drug research and testing tenders.
Our Solution
A ground breaking integrated advertising campaign developed alongside Wall Street Journal and Times Online. Utilising online display advertising that was targeted to each company employee via IP addresses and SIC (Standard Industry Codes).
The advertising drove traffic to a unique Quintiles micro-site, that streamed film of the five most senior members of the Quintiles board. Shot on green screen the film was hosted on the BBC iPlayer servers, to ensure seamless play and adequate band width. Each senior member delivered an engaging presentation (which we scripted) focusing on Quintiles’ unique merits. Tagging of all website visitors enabled us to advertise to them individually in the future, using tailored online display ads across advertising networks.
The campaign was supported over six-months in press advertising, live events and shows as well as regular direct mail to the pharmaceutical industry c-suite.
Results
Over six-months we successfully targeted and tracked more than 70% of the pharmaceuticals companies in Europe and N. America. We received more than $2,000,000 of tenders in less than six-months, excluding those generated through the regional sales teams. Quintiles have since met their objectives and significantly increased their market share in the biotech sector.
www.quintilesphaseone.com
