LabConnect

Case Study

  • Industry: Biopharmaceutical, medical device and CROs
  • Products/Services: Global central laboratory services as well as sample tracking, biorepository, biovisualization, functional outsourcing and more
  • Specialty: Central laboratory
    and support services
  • Headquarters: Seattle, Washington
  • Size: 125-150 employees

ENDURING GROWTH

Founded in 2002, LabConnect offers a full range of services, including routine and specialized laboratory testing, clinical kit building, sample management, biorepository and scientific operations support services for biopharmaceutical, medical device and contract research organizations.

A SCORR client since 2012, LabConnect is among only 100 private U.S. companies named at least 10 times to the Inc. 5000 list of America’s fastest-growing companies. LabConnect’s strong revenue growth also has consistently placed the company on the Puget Sound Business Journal’s 100 Fastest-Growing Private Companies and on the Deloitte’s Technology Fast 500 list of the fastest-growing North American companies in the life sciences, technology, media, telecommunications and clean technology sectors.

Achieving this kind of steady growth happens only through careful strategic marketing planning, a process SCORR and LabConnect work through regularly to keep marketing efforts aligned with the company goals and brand strategy.

 

THE GOALS

LabConnect’s marketing goals included:

  • Generate 60 new proposal opportunities through the website
  • Increase marketing productivity by 20 percent for each measurable vehicle during the year while also:
    • Increasing brand visibility
    • Promoting the company’s key non-testing business lines
    • Increasing LabConnect’s position as a thought leader within the drug development industry

THE STRATEGY

SCORR used an integrated marketing approach to drive traffic to LabConnect’s website and enhance awareness. The company’s marketing plan used a selected tactical mix, including:

  • Paid search
  • Social media
  • Digital advertising
  • Email
  • Three-dimensional direct mail
  • Press releases
  • Articles
  • Webinars
  • Trade shows
  • Video
  • Website content and lead capture

The integrated campaign targeted both current clients and prospects while focusing on growing LabConnect’s key service offerings. In addition to sample testing, the campaign was designed to bring attention to services such as sample management, biovisualization of laboratory data, biorepository and scientific operations support.

To support LabConnect as a thought leader in the industry, SCORR pitched articles to trade publications and handled the promotion for three webinars. Additionally, SCORR created high-visibility environmental graphics for the premier industry trade show, the 2016 Drug Information Association (DIA) Annual Meeting, to bring the company’s brand front-and-center to attendees.

Hotel Revolving Door Trade Show Promotion

The Results

The return on investment can been demonstrated through annual performance metrics:

website icon

Website
Compared to 2015, page views increased in 2016 by 70 percent and total visits to the site by 42 percent. Average time spent on the site climbed to 2 minutes, 53 seconds, which is strong compared to the industry average of 2 minutes.

Ad icon

Advertisements
SCORR placed additional digital advertising for LabConnect in 2016, with the average click-thru rate (CTR) increasing by 15 percent.

video icon

Videos
Among the videos SCORR produced for LabConnect was a series of instructional videos, available only to the company’s clients, to explain how the various clinical kits should be packed. Because these are only for LabConnect’s clients who use the clinical kits, the views are not a meaningful metric to report to prove their value. However, LabConnect reported that clients expressed appreciation for the videos and better understanding of the kits.

webinar icon

Webinars
SCORR promoted and helped the company execute live webinars about its SampleGISTICS™, biovisualization and biorepository services, helping position LabConnect as thought leaders in the industry. On average, the webinars drew 145 registrants and 60 live attendees.

adwords icon

Google AdWords
The number of clicks rose by 172 percent in 2016.

articles icon

Articles
Five authored articles were placed in industry publications.

In addition to improving the tactical performance with a 20 percent increase in productivity across most vehicles, the initiative successfully met LabConnect’s No. 1 goal: to increase the number of proposal opportunities generated by the website. LabConnect’s goal was to have 60 opportunities; SCORR helped the company gain 68.

SampleGISTICS™ Digital Ad
SampleGISTICS™ Expandable Digital Ad

“Successful marketing must be measurable and both proactive and responsive. We deploy an ongoing analytics dashboard to evaluate LabConnect’s performance metrics and make the necessary adjustments. In this way, we keep our focus on ensuring a strong return on investment.”

Ryan Larsen
Digital and Social Media Manager
SCORR Marketing

“We took the opportunity to evaluate LabConnect’s core value proposition and brand messaging so we could make sure they reflect the company’s expanded service offerings. Achieving maximum marketing results requires diligence and continual monitoring to adapt to changes in the business and industry needs.”

Krystle Buntemeyer
Senior Vice President, Chief Marketing Officer
SCORR Marketing

THE ROI

Because profitability and growth are LabConnect’s objectives — as they are for most companies — the company recognizes that ongoing strategic marketing planning accompanied by regular analysis is one of the best long-term investments it can make.

bookings icon

Bookings
2x increase in bookings

sales icon

Total Sales
70% increase in closed sales

SCORR maintains a monthly dashboard of performance metrics and analytics for all of LabConnect’s measurable tactics. This dashboard provides clear and comprehensive assessments so that actions can be adjusted to achieve goals or changes made when objectives shift.

Over a six-year partnership, LabConnect and SCORR have worked together to develop programs with measurable goals to achieve exceptional year-over-year business growth. Over the last two years, LabConnect has doubled its sales bookings. In 2016, LabConnect increased its closed sales by 70 percent.