CSI Laboratories

C-Tech Product Launch

NewSchool_CSI

6 wks

Timeline to package new product and develop national campaign.

26

States targeted for campaign outreach and direct sales efforts.

+10K

Database of hard-to-reach pathologists in key territories to jumpstart sales.

+20%

Average open rate for campaign pieces sent to pathologists nationwide.

+700

Leads received in 30 days after campaign launch.

Situation:

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.

Solution:

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.

Result:

The campaign materials were completed on time and FLETCH was flown to Austin, Texas to train the sales team prior to the launch. Once the campaign began, the company secured record new business leads 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.

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FLETCH is an Atlanta B2B branding, advertising and marketing firm that creates powerful messaging to drive new business for its clients. FLETCH’s team of brand experts serves the world from Atlanta by providing world-class thinking supported by obsessively personal service and attention to detail. FLETCH is the only place on the planet to get BizSynced® and FastStart for StartUps™.

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