Product Launch and Campaign
CSI Laboratories, one of the most respected cancer diagnostic labs in the U.S., wanted to launch a new specimen testing service to pathologists all across the U.S. In order to jump-start sales for their new fiscal year, they wanted to work with a marketing team that could coordinate all the necessary components of the product in less than 6 weeks.
Working closely their executive, sales, medical, and marketing teams, we were able to:
- Facilitate naming and branding brainstorming sessions to help extract the key components that would focus design and content development efforts.
- Craft primary and secondary messaging that targeted pathologists in hospitals and established private practices.
- Develop core sales and marketing materials including product brochure, sales one-pagers, landing pages, sales presentations, email campaign pieces, and video scripts.
- Create a unique direct mail piece that delivered core product offering in a fun and memorable way.
- Build a database of over 10,000 target pathologists in 26 key states.
- Train their national business development team on all product launch elements during sales retreat in Austin, Texas.
The product launch and campaign materials were developed on-time and were sent to all existing customers and potential clients across the country. Furthermore, the product launch created:
- Hundreds of leads within the first week.
- New customers within target regions within the first month.
- Sales and marketing materials that made it easy for sales and marketing teams to sell the product nationwide.
- Web and digital communication tools the marketing team could use to promote other products.