Vectura
Raising the profile of a newly established inhalation CDMO
A NEWLY ESTABLISHED CDMO
Vectura is a developer of inhaled therapies for the treatment of respiratory diseases. The organisation recently altered its business model and became a contract development and manufacturing organisation providing inhaled-medicines production services. Having recently reassessed its market position along with its brand, Vectura approached Orientation Marketing to help take this new product and service offering to the market.
COVID-19
Vectura had little presence with relevant third-party media and were not actively conducting any targeted marketing; a strategy (and subsequent tactics) to create brand awareness and generate leads was not in place. Immediately, we ran an email marketing programme with third parties to raise awareness around specific events in late 2019. We then set out to build a multichannel campaign for Vectura the following year, working with them to help manage the flow of leads and the subsequent engagement tactics with those leads. Little did we know that COVID-19 would quickly disrupt our vision for Vectura…
MEDIA PLAN CREATION (PHYSICAL AND DIGITAL)
The initial media plan for 2020 contained drug delivery/inhalation content topics and event-based tactics (in both digital and print) to support Vectura and amplify its message on the event stage. Our initial approach, however, would be in vain and we were soon required to reassess and research new avenues soon after. Following COVID-19, and the cancellation of almost all face-to-face events, we introduced alternative digital tactics such as webinars supported by email marketing, to create leads and a build platform to reach and engage potential clients. In addition, Orientation Marketing negotiated a range of added value placements as part of the plan - such as digital banners and articles in magazines - worth almost the value of the media plan itself.
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SharpSpring and inbound marketing
Vectura were not using a marketing automation system, meaning that their CRM and email marketing activities were disjointed. We introduced SharpSpring, our marketing automation system of choice, to help Vectura effectively generate leads and manage the relationships with those leads. Vectura’s global CRM, Salesforce, was integrated with SharpSpring so that all contacts and prospects generated by Vectura sales and marketing efforts were passed through to SharpSpring.
Here, we developed automated processes for emailing such contacts with relevant marketing messages, at specific periods of the traditional buyer’s journey. A lead scoring and engagement system was set up, with campaigns built so that Vectura could regularly engage with the audience we had created, keeping a record of all engagements within SharpSpring’s CRM on a contact level.
Creative
Liaising with Vectura’s brand agency, we created a series of on-brand landing pages and email templates that would support our lead generation activities and communication with the audience we were building. To make the most of some of the value-added opportunities we gained via our third-party relationships, we were also commissioned to develop miscellaneous assets and creative materials to be used within such placements.
Outcomes
2020 was a challenging year for most organisations and marketing teams. We had to be flexible and create a new media plan for Vectura without knowing when or if events were going ahead during the year. The adjusted plan overcame this and the webinars performed well within a highly competitive digital environment, with our most popular webinar generating 278 registrants. The majority of our third-party email campaigns saw upwards of 200 clicks, including over 1,000 clicks on our selected newsletter banner features. More importantly, is the quality of the leads as we observe lead-to-client conversions following such programmes.
With a marketing system configured to provide a single customer view - one version of the truth, that includes all interactions and contact with a lead - Vectura’s marketing strategy is managed from the first interaction to the moment a lead enters the sales cycle. This is the case for the 4,000+ contacts within the system.
We have recently created a new media plan for 2021, as well as an inbound marketing plan that includes some complex marketing automations, including some behavioural and geographical segmentation with supporting content, via SharpSpring and the Vectura website, to improve lead generation, engagement and conversions for the year ahead.