Marketing and Media for Life Science Brands
HTG Molecular provides NGS-adapted molecular diagnostic instruments, reagents, and services to empower precision medicine at the local level. HTG's chemistry and instrument platforms enable enhanced target profiling with low sample input requirements, in fast, automated workflows. They are a results-driven and customer-first company on the leading edge of molecular diagnostics.
Samba Scientific was tasked with designing and executing an effective multi-touch campaign to promote the release of HTG's EdgeSeq Autoimmune Panel in-line with HTG Molecular's company mission and objectives. Through producing case studies and an engaging and interactive microsite, we highlighted applications of the panel and successfully crafted a lasting lead funnel that continues to generate qualified contacts.
We created a lead funnel for HTG Molecular, where a combination of social media, paid advertising, and emails drove traffic to two valuable content hubs: a newly created microsite and the release of four new case studies highlighting the potential capabilities of the HTG EdgeSeq Autoimmune Panel.
All case studies and other downloadable assets, like an annotated gene list, featured on the microsite were gated to capture leads and provide valuable information to the HTG team.
We started by developing a custom-designed, interactive microsite for the recently released autoimmune panel, highlighting panel features and applications. Each page spotlighted a different aspect of the panel, and included engaging, lead-generating content.
An interactive gene explorer was also created as a compelling dynamic tool to further highlight the capabilities of the newly released panel.
We produced four case studies to be featured on the microsite that highlighted potential applications for the HTG EdgeSeq Autoimmune Panel in current research. The case studies were released sequentially, and gated to generate actionable leads and drive traffic.
To increase product exposure and engage prospective customers, we utilized both HTG’s and Samba’s targeted scientific network to promote the new product through email blasts. Emails promoted the release of the new autoimmune microsite and case studies.
Additionally, Samba leveraged paid advertising through GenomeWeb and The Journal of Immunology to broadly promote the release of the autoimmune panel and subsequent case studies.
The successful launch of the custom microsite and carefully crafted case studies generated large product exposure, driving lasting interest and high-quality lead generation. These assets continue to drive new leads. Please contact us for more on launching complete campaigns.
*Data as of May 2020