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Business Situation

A contract pharmaceutical services company needed to expand its business opportunity pipeline while positioning itself as a thought leader in the industry vs. its competitors.

Strategy

A case study in the power of message testing, MPD developed a pilot program to test the lead generating effectiveness of advertising in an e-newsletter over a several month period. After one month we were concerned that no inquiries had developed and considered killing the campaign early. However, working with the vendor, MPD developed metrics and analyses for mid-campaign reporting, enabling strategy & messaging adjustment in real-time to maximize results.

Results

New strategies of capturing data and rapidly reporting results enabled testing of different offers, copy and creative on a per insertion basis and the campaign was transformed from no leads to 38% of respondents converted into leads. Moreover, of those leads, 47.6% were from "Big Pharma" a key target customer segment of the client.