Reviving Carisma: The Blueprint for Biopharma Breakthrough

Customer and Competitive Research:

Our initial step was a deep dive into customer and competitive research to understand the market landscape and Carisma’s position within it. We conducted over 10 in-depth interviews with a range of Carisma’s internal stakeholders, including R&D scientists, sales leadership, and field application scientists. These interviews provided insights into internal perceptions, market needs, and the effectiveness of existing strategies. Additionally, we engaged in discussions with both existing and potential customers to gauge their expectations, needs, and experiences. An extensive competitive analysis was carried out, examining competitors’ strengths, weaknesses, and market positioning. This research was instrumental in identifying unique selling propositions for Carisma and understanding the messaging that would resonate with their target audiences.

Strategic Planning:

Leveraging insights from our initial research, we transitioned into strategic planning, focused on positioning Carisma as a leader in transformative cancer treatment solutions. We updated Carisma’s branding elements, shifting from product-focused to solution-focused messaging that emphasized real-world impacts and patient stories. A key part of our strategic plan was developing a comprehensive content strategy aimed at educating and guiding prospects through their buyer journey, with a focus on the long cycles typical of translational research. We updated the website with new landing pages tailored to the biopharma audience, initiated monthly newsletters, and planned a webinar series to establish thought leadership and build trust with potential customers.

Targeted Digital Campaigns:

Our targeted digital campaigns were carefully crafted based on audience segmentation derived from our initial research. We designed personalized email campaigns for distinct segments within the oncology research community, such as head and neck, breast, gastric, and lung cancer researchers. Each segment received content tailored to their specific interests and field of study, significantly increasing engagement rates. The campaigns were designed to drive traffic back to the newly optimized website landing pages, encouraging deeper engagement through downloads of scientific materials and participation in webinars. By continuously analyzing engagement metrics, we were able to refine and optimize the campaigns for better performance over time.

Sales Enablement:

Recognizing the uniqueness of each market, our sales enablement strategy was customized to address regional differences and align with the overall marketing strategy. We developed a suite of tools, including competition battle cards and FAQs, to equip the sales team with comprehensive information and responses to potential objections. We also created region-specific materials, understanding that the format and content that work in one region may not work in another. For example, while detailed documents were preferred in Europe, short, subtitled videos were more effective in China. This approach not only facilitated the sales process but also ensured that the marketing and sales strategies were coherent and unified across all channels and regions.