The Client
The Client is a well-established organisation with over three decades of experience in the pharmaceutical manufacturing industry. The company specialises in state-of-the-art machinery for Active Pharmaceutical Ingredients (API), Oral Solid Dosage (OSD) formulations, and injectables.
In addition to their machinery offerings, they provide solutions for cleanroom contamination control and facility maintenance, ensuring operational efficiency and safety for pharmaceutical organisations.
Marketing Challenges
The Client approached us with an ambitious goal: to enhance their digital presence. Despite their extensive experience, their visibility did not reflect their expertise. As a B2B marketing and communication agency, we embraced the challenge.
Our research uncovered a nearly invisible digital footprint. Beyond the founder’s LinkedIn profile, there was little to explore. During discussions, we discovered they lacked a website, LinkedIn page, or digital service portfolio.
Additionally, they were not the original manufacturers of the machinery they supplied, limiting the resources available to build their brand’s online identity.
Their marketing efforts consisted solely of a physical brochure distributed at industry events. While informative, this brochure primarily showcased products from European Original Equipment Manufacturers (OEMs). Recognizing this, we set out to craft a strategy that would establish both visibility and credibility.
Marketing Solution
The Client provided a brief presentation and the existing brochure. Leveraging these materials, we conducted a deep analysis.
We thoroughly examined the OEMs they represented, studying their websites to understand product offerings, processes, and relevance to the Indian pharmaceutical market. Our goal was to map these insights to the buying preferences of The Client’s target audience, which included operational heads, quality control heads, and R&D heads in large pharmaceutical companies.
We proposed a multi-faceted plan to build a robust digital presence. This included developing a website, creating a LinkedIn page, designing a corporate presentation, and executing an ongoing marketing strategy.
Our approach integrated long-form and short-form content, including articles, LinkedIn posts, email campaigns, and videos—essential elements for The Client’s digital transformation.
We initiated the project by designing a sitemap for the website, carefully structuring communication flow. The homepage layout was crafted to highlight the company’s overview, with dedicated pages for machinery, solutions, and industry insights. A refined template balanced aesthetics with functionality.
For the website, we developed a comprehensive content map to position their products effectively. Each message emphasized their unique value, presenting The Client as a reliable partner in pharmaceutical manufacturing.
Simultaneously, we launched their LinkedIn page and created a corporate presentation outlining their products, use cases, and benefits. Together, the website, LinkedIn page, and presentation formed the digital foundation for introducing The Client to a broader audience.
We then established a content calendar. Long-form content focused on thought leadership, addressing industry challenges such as ‘Lyophilization in Fill-Finish Solutions.’ These articles not only promoted The Client’s solutions but also explored process challenges, subtly showcasing how their offerings provided answers. Short-form content, including LinkedIn posts and email campaigns, kept the audience engaged.
Understanding the impact of video, we produced concept-driven videos to enhance textual content. Video’s engaging nature amplified their message and fostered deeper connections with their audience.
As momentum built, we synchronized marketing strategies with The Client’s event participation. Initially, their event approach relied heavily on the founder’s network. We introduced a pre-event, at-event, and post-event strategy, creating blogs, emailers, videos, and LinkedIn posts aligned with event themes. This shift transformed events into prime lead-generation opportunities, increasing ROI.
Impact
Our marketing efforts yielded significant transformation. The Client evolved from a founder-driven operation to an established entity with a strong digital footprint and professional presence.
Their website began drawing consistent traffic and generating valuable leads. The LinkedIn page and thought leadership content positioned them as industry authorities.
Event participation became more structured and productive, reinforcing their reputation. These initiatives elevated The Client’s digital presence, driving growth and establishing long-term trust.
Through a tailored strategy, engaging content, targeted digital campaigns, and compelling visuals, we helped them present their products and solutions effectively, fostering audience resonance and sustained credibility.