A promising NYC startup had developed and proven its artificial intelligence algorithm and technologies. However, it was failing to gain traction because its marketing and messaging – while rich in tactics that accelerated the company’s burn rate – wasn’t resonating with the biopharma marketers it sought as customers.
The Health Accelerators team engaged the senior leadership of the company, select members of the actively-involved board of directors, and the company’s existing marketing agency for a series of strategy discussions. Drawing on its knowledge of biopharma marketing teams, its landscape assessment and input from prospective customers, Health Accelerators helped the company reshape its core value proposition and messages so that its impressive performance data from related areas of healthcare could be appreciated through the eyes of a biopharma marketer.
The client’s key messages and communications strategy were also revamped and reshaped to better catch the attention of the biopharma market, and the company’s agency was equipped with a better set of advertising, PR and social vehicles designed to target a biopharma audience. A capstone ”alignment day” was used to bring the company’s leadership, board, and agency together so that they could move forward as a more effective, cohesive team.
By following the strategy laid out through this exercise, this startup was equipped to shift its messaging and tactical plans without a significant increase in budget or burn rate, while better resonating with the biopharma audience that will likely be critical to its future success. The entire process took less than two months, and set the company up for a very effective course correction.