Morgan Hill operators created a digital identity and messaging strategy for the company, implemented across multiple channels, targeting primary personas. The plan encompassed:
- Brand voice and messaging. Operators conducted extensive market research, identifying competitors and establishing customer pain points and value drivers. The outcome of the research was a re-imagining of the brand and messaging, targeting clinical trial customers and lead researchers at genetics research labs. Rooted in a deep understanding of customer needs, the messaging and communications strategy positioned the company as an innovative solution-provider.
- Analytics-driven website. A highly actionable, analytics-driven website was the cornerstone of the company's digital identity. It contained resources and FAQs pertaining to the product, directly answering questions from biotech researchers and medical professionals, driving awareness of the company.
- Persona-targeted content marketing plan. A multi-channel content publishing plan amplified brand identity by situating company leadership as thought leaders in the genetic assay niche. A strong top of funnel fed into a healthy pipeline; the company gained widespread recognition and buy-in on clinical results reports associated with their product.
The results were certainly not lost on the company CEO, who had this to say about Morgan Hill's engagement: "(Morgan Hill) helped me to market 2x faster than I anticipated with triple the growth planned in year one."