Creating an Expert Profile
IntrinsiQ owns the information market for oncology care. Its software is the industry's "system of record" – revealing how doctors truly run their practices, the drugs they use, and the decisions they make. By capturing this information, IntrinsiQ has placed itself at the center of a complex universe; its data is relied on by every stakeholder group in this complex ecosystem, from nurses to investors, and pharmas seeking the next breakthrough drug opportunity.
Challenge
Our mandate is to build awareness and adoption of its core software offering, and build the brand of the company as an information powerhouse. At the same time, of course, the underlying mission is the biggest goal: improving the quality of cancer care.
Strategy & Tactics
Right from the start, we focused on the users – and making sure that each audience knew what IntrinsiQ stands for, and how it helps them do their jobs. To reach the industry, we mined the company's rich data – creating headlines that debunked out-dated "truths" – and opened the door to strategy-driven sales meetings.
Caregivers' voices remain at the heart of our story – highlighting the worries and heroism of specialists who cope with saving lives every day.
ROI
Four significant wins highlighted our first 12 months:
- 5 customer profiles that drove home the issues IntrinsiQ cares most about, and reinforcing how it improves the quality and efficiency of cancer car.
- Coverage that drove inbound leads, and gave sales teams a portfolio of collateral to show prospects what they, too, could achieve.
- 2 of the company's analysts became recognized go-to sources on timely topics, ranging from clinical trial viability to untapped market opportunity.
- The only monthly feature in the industry's must-read journal for pharmaceutical market researchers – highlighting IntrinsiQ's insights and authority about the most promising strategies and drugs for cancer treatment.