Suvoda is a software-as-a-service (SaaS) provider specializing in clinical trial randomization, supply management, electronic consent (eConsent), and electronic clinical outcomes assessment (eCOA). When I began my work with Suvoda, clinical trials were significantly disrupted by COVID-19’s imperative that people stay at home and limit face-to-face interactions.
Suvoda needed a content and product marketing strategist that could quickly amplify their direct-to-patient shipment capabilities and other solutions for decentralized trials. They needed to scale product marketing initiatives highlighting these capabilities and to demonstrate key opinion leadership around the increasing decentralization of clinical research. They also needed someone who could help them bridge the gap between their earlier startup days to a more sustained pipeline as a mid-size health technology company. That’s where I came in.
Work I did
In addressing these needs, I crafted content including:
- Product marketing collateral around direct-to-patient shipment and other decentralized trial capabilities.
- Key opinion leadership webinars around decentralized trials, tapping into demand with pertinent thought leadership.
- Social copy amplifying Suvoda’s thought leadership on decentralized trials, recruitment of diverse participants, and highlighting its capabilities in the space.
- Blogs recapping webinars and sharing trial best practices, optimized for SEO keyphrases and ideal buyer intent.
- LinkedIn ads and an email sequence with language targeted towards oncology clinical trials professionals.
- Case studies detailing Suvoda’s partnership with clients and solving particularly complex challenges related to clinical supply management and clinical trial operations.
Content and Product Marketing Strategy
My execution of these content and product marketing initiatives hinged largely on my strategic behind-the-scenes work:
- Product positioning that connected strong needs and industry pain points with specific features and market-competitive solutions.
- Ongoing project management of content and product marketing initiatives through a content calendar and collateral tracker via Jira and spreadsheets.
- Writing and scheduling social posts via HubSpot for Twitter and LinkedIn.
- Customer segmentation that connected specific offerings with unique needs of various end-users and decisionmakers in clinical operations, supply management, vendor management, and other pertinent verticals.
- Continual competitor audits that analyzed product messaging, content activities, and brand positioning in a complex market with large and small solutions providers.
- Integrating feedback from key stakeholder in legal, product, services, sales, and executive functions.
- Continually managing stakeholder relationships in product, services, sales, and executive functions to generate new ideas.
- Art direction and concepting for Suvoda’s in-house graphic designer in creation of various marketing collateral.
- Designing wireframes and outlining web page specifications for a freelance web designer in the creation of the product website.
Results I achieved
Thanks to my work, Suvoda has gained considerable market advantage and scaled in maturity and speed of its sales pipeline.
Growth in lead generation through demo inquiries from Suvoda’s website by 180% YoY from 2020 to 2021.
An average decrease in funnel time from marketing qualified lead (MQL) to signing of master service agreements by 3.2 months.
Increased brand awareness, noted by a 32% jump in branded search volume YoY.
A 20% jump in Net Promoter Score based on annual surveys sent to clients and partners.
Summary
My skills as a versatile copywriter and content strategist helped Suvoda scale creation of digital and print marketing collateral to shorten its complex sales cycle. I crafted content and product marketing strategy by positioning Suvoda as the key to greater flexibility that COVID-19 demanded of pharmaceutical and biotechnology companies in scaling decentralized trials. And my execution of key opinion leadership content helped to fuel a rise in Suvoda’s reputation as a trusted provider in the space through a significant boost in leads generated and in overall client satisfaction.