Timeline to package new product and develop national campaign.
States targeted for campaign outreach and direct sales efforts.
Database of hard-to-reach pathologists in key territories to jumpstart sales.
Average open rate for campaign pieces sent to pathologists nationwide.
Leads received in less than 30 days after campaign.
CSI Laboratories, recognized as one of the top cancer diagnostics labs in the U.S., sought to offer a new specimen processing service to pathologists nationwide. More specifically, CSI needed to launch a cancer analysis service that optimized a pathologist’s capabilities and enabled them to capture more data in the review process. This new offering, called C-Tech, was also designed to make CSI Laboratories more customer-centric and competitive.
CSI Laboratories sought to work with a marketing agency that could properly package and promote this product to jumpstart sales in the new fiscal year.
Working closely with CSI Laboratories’ executive team, sales directors and marketing specialists, we gathered their key business and product objectives and translated them into a set of marketing activities designed to penetrate the market. These activities included the naming of the product, building target databases and developing sales and marketing campaign pieces focused on activating hard-to-reach pathologists nationwide.
To meet key deadlines, we also provided tight project management of all team members involved in the creation, approval and distribution of key marketing materials for the campaign.
The campaign materials were completed on time and FLETCH was flown to Austin, Texas to train the sales team on all pieces prior to the launch. Once the campaign began, the company secured business leads and generated qualified opportunities after the first email blast and direct mail effort.
CSI Laboratories, inspired by FLETCH and the C-Tech campaign efforts, applied the same outreach, communication and design principles to promote other products within their cancer diagnostic portfolio.