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Situation
Vigyanix was a Silicon Valley biotechnology startup, began by physicians in partnership with entrepreneurs from India. This company developed R & D knowledgebases on small and large molecules used as drug discovery targets by large pharmaceutical companies worldwide. The products came in the form of hardcopy research compendiums that were well-organized and factual with complete references and updates. It also included databases of information indexed in such a way that pharmaceutical and drug discovery organizations could maximize their existing staff and leverage Vigyanix as their “outsourcing” partner. Manpower from Bangalore and New Delhi, India, helped Vigyanix complete extensive public searches on these molecules, and deliver the product to the United States for distribution off-line and on-line to American companies. In a short time frame, they were able to save literally hundreds of thousands of dollars as they shortened their drug discovery timelines.
Excel in Marketing, LLC, Solution
Excel in Marketing redesigned the Vigyanix website to reflect an informative, and user-friendly company that was flexible enough to meet the needs of drug discovery companies large and small. Website content was totally rewritten, identity and branding elements were redesigned (business cards, letterhead, envelopes, faxes, PowerPoint presentations, and packaging), and direct marketing materials (direct mail, cover letters, phone scripts) were all completed within four months of launch. Pricing models and communication plans for lead generation were outlined and communicated throughout the organization. A competitor analysis was documented and a strategic roadmap outlined for initiation into the marketplace.
Outcome
Vigyanix secured two international pharmaceuticals companies in a contract for knowledgebase deliverables. The company founder was supplied with a comprehensive marketing plan and a lead generation tactical plan and budget for fundraising efforts (Venture Capitalist and Angel Investors). Sales and business development teams were all communicating one, unified message to multiple audiences, which increased effectiveness and credibility of the company. |
