Situation
QIAGEN® developed a new immunodiagnostic blood test, QuantiFERON®-TB Gold (QFT) to detect Mycobacterium tuberculosis, the bacteria that cause tuberculosis (TB). The challenge was to convince institutional buyers and healthcare professionals to switch to QFT over the cheaper well-established tuberculin skin test (TST), which had been around for decades. Physicians and institutions were comfortable using TST and were resistant to change.
Task
Develop messaging that resonates with target audiences. Train sales force and implement sales strategy through:
- All tasks needed to be performed following strict corporate brand guidelines
- Develop effective messaging, objection handling, and customer segmentation
- Develop educational and promotional materials, postcards, and leave behinds
- Support co-marketing efforts with partners
- Sales aids and training materials had to be developed for the sales force and evaluation tools for the managers
- The transcript had to be developed for internal (sales teams) and external audiences (healthcare professionals, correctional institutions, residents of long-term facilities, etc.)
Action
BTS Consulting instituted a three-prong approach; positioning the superiority of the QuantiFERON-TB GOLD vs.TST in three areas:
- Accuracy (better sensitivity and specificity)
- Utility (faster, easy administration requiring only one patient visit)
- Economic (more cost-effective due to fewer false positives which leads to unnecessary treatment and follow-up care)
A variety of sales tools and aids were developed: sales training tools, sales proficiency tests, role-playing, product brochure, ads for scientific journals, posters for trade shows, invitations to events, postcards, coding and payment guides, product spec sheets and reference packs. We developed copy for the website and developed guides for healthcare professionals on how to properly administer the test. We also provided economic rationale to hospital administrators and P&T committees to adopt the new test. Material was also developed for co-marketing initiatives with strategic partners.
Strategy & GTM Planning
- Defined target market segments and created detailed buyer personas
- Crafted a messaging platform focused on three main test advantages:
- Accuracy – higher sensitivity and specificity
- Utility – faster, easy administration requiring only one patient visit
- Economic – fewer false-positives leads to fewer appointments
- Selected and deployed integrated marketing channels (sales, trade shows, journal advertising, events, owned content, and direct)
- Designed and launched coding, product spec sheets, and reimbursement guides to improve awareness and product understanding
Marketing & Brand Growth
- Developed creative tactics, including copy and design, tailored to hospital administrators, P&T committees, and other target audiences
- Managed media buys and deployed ads across scientific journals
- Created engaging patient education and how-to materials
eCommerce
- Created compelling website and landing page content
- Developed co-marketing initiatives with strategic partners
- Implemented on-page SEO and social sharing features to drive traffic and visibility
Results
One year post launch:
$150 Million
in sales (company’s highest grossing diagnostic test)
25%
annual growth rate
75%
customer growth from co-branded initiatives
