Secoya
Comprehensive ten-week digital marketing strategy training programme
THE CLIENT
Secoya is a specialist start-up that develops unique technologies for pharmaceutical production. These technologies improve the production quality for CDMOs and organisations in big pharma, using specific development methodologies. Crystallization, emulsification and pervaporation are some of these methodologies and the company does so out of its facility in Belgium.
Secoya contacted Orientation Marketing for support/coaching to develop a digital marketing strategy and plan.
Effects of COVID-19
COVID-19 cancelled face-to-face events in 2020 and affected other forms of traditional marketing leading to the need for adopting more digital marketing and digital tactics for reaching target audiences to conduct business. Secoya’s marketing activities - which consisted of trade shows, workshops and other face-to-face activities - were severely hampered which meant that they would need to move their activities online. However, being predominantly scientists and R&D professionals, their digital marketing knowledge was limited.
High-Level digital marketing strategy Training
Orientation Marketing devised a training programme that would enable Secoya to enhance its digital marketing ability and begin to communicate with its target audience within the B2B pharmaceutical sectors. As a highly strategic course, the bespoke training programme consisted of all the elements of the creation and management of the marketing plan. Following an introduction to the digital pharma environment, the series progressed to providing knowledge on digital strategy and tactics to analytics and reporting to the day-to-day management of digital activities and the wider plan.
At the beginning of the relationship, developed an understanding of Secoya’s ability and maturity level, its target audience, as well as aimed to understand their particular needs and wants, to craft a comprehensive series bespoke to them.
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Ten-week workshop series
The digital marketing programme consisted of a ten-week series, with each session lasting a full two hours, conducted over Microsoft Teams. Each workshop consisted of two or three Orientation Marketing consultants/team members running the calls, with unlimited numbers of Secoya team members eligible for attending. Each session was made up of tutorials, case studies/real-life examples, live tasks, discussions and materials as well as designated homework and further reading. For the ten-week period, Secoya had access to a range of Orientation Marketing staff who lead the workshops, as well as partners from specialist disciplines.
OUTCOMES & Marketing plan
Upon conclusion of the digital marketing training, Orientation Marketing also provided Secoya with two further consultancy sessions to aid them to complete the marketing plan, and subsequent planning documents, which were provided as part of the training. The workshop series enabled Secoya’s commercial lead to confidently manage, conduct and oversee the new digital marketing plan, and the inclusion of Secoya’s other team members on the call (who had developed new digital marketing knowledge) meant that they were able to fully support such marketing efforts moving forward.
“Orientation Marketing made the proposal for a series of 10 workshops leading us to the various aspects of digital marketing in the pharma industry. The content of the workshops was clear, well structured and easy to understand, even for non-English native persons and through video conferences. These workshops are complemented by support to develop the marketing plan.
Orientation Marketing has very strong experience in marketing for the pharmaceutical industry and perfectly understand the needs of our small start-up, adjusting the training accordingly.”