Breaking into a new vertical market can be challenging. Verify Brand needed to establish its brand as a leader in the pharmaceutical segment in order to grow its business and leverage the company’s software platform in a new market.
Through research and a review of marketplace dynamics, we concluded that the more differentiating messages for Verify Brand would focus on compliance, speed-to-deploy and business value.
Padilla got to work developing marketing and news media strategies to leverage Verify Brand’s cross-industry serialization experience in this new vertical segment.
An integrated campaign with an emphasis on shareable premium content and third-party influence via targeted news media, would provide a high level of visibility for Verify Brand. Combining organic and paid promotional activity, media relations and measurable content including a digital e-book, helped educate, increase awareness and drive interest in the brand.
Our premium content was shared on the company's owned social and digital channels, as well as promoted through a vertical media partner. These activities generated more than 100 sales leads within the company's preferred prospect list. Monthly stories in top-tier pharmaceutical publications carried messages to even more prospects. The campaign doubled traffic to the company's website within three days of launch. Subsequent news coverage began positioning Verify Brand as one of two leading industry serialization providers.