Challenge
PRECISIONxtract’s transformative healthcare market access solutions offer patients and providers unprecedented connection to the right medication and resources in clinical settings. However, they struggled to communicate innovation when healthcare and pharmaceutical audiences are used to a specific type of messaging and imagery. Lab coats and stethoscopes figure prominently.
PRECISIONxtract wanted to stand out from competitors and show prospective clients the transformative nature of their ground-breaking products. To help them build a dynamic, innovative digital marketing campaign, they turned to Fusion Alliance's digital strategists.
Solution
With a clear objective in place, Fusion quickly became an integral part of PRECISIONxtract’s team, assembling a cross-functional group of experts to deliver responsive support for a growing set of initiatives. In addition to advanced data, technology, and AI expertise, PRECISIONxtract looked to Fusion for help with branding, design, and digital marketing
Our team began by building a data-driven, multi-stage buyer’s journey model to better understand of PRECISIONxtract’s target audience. Fusion’s people-focused approach then informed our recommendations to disrupt the audience’s usual ad stream.
With this insight into where their prospective clients were online and what would cut through the noise of traditional ads, our team developed a creative series of ad campaigns designed to stand out to pharmaceutical industry customers on LinkedIn. Where other products market to this audience with literal imagery and jargon, Fusion brought the donuts.
Fusion supported the overall go-to-market brand strategy for four flagship products in rapid succession. Our digital marketing collaboration included:
- Digital strategy
- Content marketing strategy
- Branding
- Design
- Lead magnet content
- Microsite design, development, and content
- Sales collateral design and content
- LinkedIn ads
- Follow-up lead nurture campaigns
Each piece of strategy, content, and design worked toward a goal to reach the market with a radically innovative product suite and facilitate rapid adoption.
