Leading SaaS provider of clinical trial management software for pharmaceutical companies.
Target Audience: Medical researchers, clinical ops directors, pharma compliance officers.
Low-Quality Content: Technical expertise existed, but content failed to resonate with medical buyers.
Zero Brand Differentiation: Competing against legacy vendors with 10x larger budgets.
Wasted Ad Spend: Meta/LinkedIn ads generated clicks but no qualified leads.
SEO Gap: Ranking for low-intent keywords (e.g., "clinical trial software") but missing high-value terms (e.g., "FDA-compliant trial management").
"We were experts in clinical trials but strangers in our own market."
— Client’s Head of Growth
Identified 3 high-value ICPs: Clinical Research Directors, Compliance Officers, and Trial Site Managers.
Mapped pain points: "protocol deviation tracking," "FDA audit readiness," "patient dropout reduction."
SEO: Created 10 pillar pages targeting commercial-intent keywords:
"Automated Clinical Trial Reporting Tools," "Reduce Patient Dropout Rates SaaS," "eTMF Compliance Software."
Paid Ads: Launched hyper-targeted campaigns:
LinkedIn: Ads focused on job titles + content gated behind whitepapers ("FDA 21 CFR Part 11 Compliance Checklist").
Google: Retargeting ads for webinar registrants searching competitor terms.
Webinars: Hosted "Audit-Proof Clinical Trials" series with KOLs (Key Opinion Leaders).
Rebuilt landing pages with trust triggers: HIPAA badges, compliance certifications, and trial ROI calculators.
Implemented lead scoring to prioritize MQLs from target organizations.
| Metric | Pre-Campaign | Post-Campaign (30 Days) | Growth |
|---|---|---|---|
| Inbound MQLs | 42/month | 62/month | +48% |
| Cost Per Lead (CPL) | $220 | $145 | -34% |
| Webinar Attendance | 35 attendees | 89 attendees | 154% |
| Organic Traffic | 1.2K visits | 2.1K visits | 75% |
Long-Term Impact:
22% of MQLs became paying customers within 90 days (industry avg: 8%).
Outranked 3 legacy competitors for "automated clinical trial software."
Content ≠ Creation: We built authority assets solving urgent regulatory pain points.
Ads ≠ Spray-and-Pray: Targeted only accounts with active trials (via LinkedIn intent data).
Webinars ≠ Lectures: Positioned as "compliance clinics" with actionable take-home kits.
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