Whatman needed to make a splash and build sales for a new line of microbiology products. These products, used by microbiologists to test for microbes in beverage bottling plants, were completely unknown in the market, and Whatman was going up against very large competitors.
Cell Signaling Technology
Cell Signaling Technology (CST), a life sciences company, needed to stand out in the antibody marketplace. Despite a niche reputation for antibodies validated to the highest standards, CST was struggling to gain a foothold against their large, warehouse-style e-commerce competitors.
Infraredx, a cardiovascular imaging company, had invested 15 years of research and engineering to develop a groundbreaking technology called the TVC Imaging System, that allowed interventional cardiologists to detect the dangerous, lipid core plaques associated with heart attacks. Though TVC was the only FDA-approved system capable of detecting these plaques, the brand was still facing a major awareness challenge.
Branding & Marketing
for healthcare / life science companies
Connecting with these very smart skeptics is a specialty of Captains. We do the research to understand their needs and mindsets, and provide them with integrated content that starts conversations, builds understanding, changes opinions, and helps them reach the conclusion that our client’s products are simply the best (without us ever claiming it). Our approach—combining web experiences, online video, e-books, blogging, infographics and events—not only engages scientists, doctors, and patients e’ectively, it’s also lower cost than traditional advertising that relies primarily on paid media.
Healthcare marketing based on great content versus interruption: a better way to connect with patients.
While healthcare marketing still primarily employs ads that blare from every possible source of paid media, the tendency of today’s consumers to tune out these ads is only accelerating. When people are “targeted” with ads, they take evasive action. Instead, information seekers want to know how to deal with a disease (their own or a […]
Multiple experts have said it in myriad manners: the pharmaceutical industry has some major social anxiety. With a recent report out on social media adoption among the top 50 global drug makers, the verdict is basically this: with the grey territory of FDA, HIPAA, and D2C advertising regulations, pharmaceutical marketers are hesitant to get off […]