Lead Generation Content Strategy

SUCCESS STORY

CREATING HIGH-VALUE LEAD MAGNETS TO INCREASE TOFLs, MOFLs, AND BOFLs.

Client: TransPerfect Life Sciences
Project Timeline: 2023 - Present

Services Provided: Lead Generation Content Strategy, On-Going Content Creation

The Challenge

TransPerfect Life Sciences is a global content solution provider for the pharmaceutical, biotech, and medical device industries. With a wide range of products in the market, the company needed support on four priority solutions—clinical translations, eCOA, pharmacovigilance and safety, and medical writing. To market these high-value solutions, the company needed attention-grabbing, lead generating campaigns.

The Process

To hit the ground running, the first step was to evaluate the existing content assets for use in lead generation campaigns. We used a copy exercise to identify the unique audiences’ fears so that our messaging would address those pain points head-on. We looked for quotes and statistics from each piece of content that would make someone say, “Hey you know this? MIND. BLOWN.” We identified job performance/KRAs that this asset could directly improve. Following each exercise, we wrote and designed LinkedIn ad campaigns. We also looked at high-performing content assets that could benefit from a repositioned title and light editing.

Simultaneously, the MCO content team worked on content strategy for new lead magnets and set KPIs for content downloads. We started with the first priority solution, TransPerfect’s bread and butter, clinical trial translations. In a strategy session, we determined that planning ahead for a study’s language requirements across cultures, countries, and continents, could help clinops leaders avoid delays. In collaboration with TransPerfect’s team, we wrote and designed an interactive asset, The Ultimate Clinical Trial Translations Checklist, and a corresponding LinkedIn ad campaign.

Next, we turned our focus to TransPerfect’s pharmacovigilance and safety and eCOA solutions. We completed two competitor content audits to see how we could make TransPerfect’s solutions stand out in a crowded marketplace. Each audit included a copy exercise where we built personas and wrote quotes for common pain points. These quotes helped us relate to our audience’s mindset and ensure that the lead generation asset we created would address their pain points.

We worked in tandem with the team on design and content support for two white papers, “Data Standardization COA Whitepaper” and “The Imperative of Automation in Pharmacovigilance and Patient Safety”. We created corresponding LinkedIn ads, eye-catching designs, and copy support for the asset itself. 

Simultaneously, for the company’s PV and safety solution, we landed on writing a “Buyer’s Guide: PV Reporting AI and Automation” and corresponding SEO blog, email campaign, LinkedIn ads and Google display ads. Our team collaborated with the TransPerfect’s PV and safety subject matter experts to ensure the asset met the audiences’ desire for highly technical life sciences content.

Next, we turned our attention to the company’s medical writing solutions. After conducting another competitor content audit and strategy session with TransPerfect’s team, we determined an informed consent lead magnet to be our next direction. Our team conducted a thoughtful SME interview with the medical writing lead to determine the next asset’s viability. Scripting interview questions, pulling examples, and writing a brief content outline set us up for success in the SME interview. Next we wrote the “Informed Consent Form Checklist and Free Template,” a practical and interactive lead magnet to support patient engagement and understanding in the very important phase of patient consent. Corresponding LinkedIn ads, email, and blog post also support the lead generation campaign.

The content team has also supported the creation of a data annotation lead magnet, that combines a white paper, two case studies, and a product brochure, along with corresponding lead generation LinkedIn ads and an email campaign. We are also currently working on two assets for additional solutions, IMP labeling and AI/ML powered translation management technology.

Problem Solved

This project as a whole was a collaborative effort between MCO and the TransPerfect LIfe Sciences’ marketing team. We worked together to successfully create captivating content assets and successful lead generation campaigns.

Lead volume from ads has skyrocketed from MCO’s content assets, combined with MCO ad account rebuilds, continuous A/B/Z testing, winning creative challengers, custom audience buildouts, and ad strategy improvements. The end result? Impressive revenue growth and ROI from every dollar invested in MCO:

  • 455% savings in cost per MQL

  • 672% improvement in MQL volume

  • 829% ROI via revenue directly resulting from agency investment