Case Study – GEN Updates in Biotechnology and GENcasts
Sponsor Objectives:
- Establish a leadership position in next-generation sequencing.
- Saturate potential customer base using an educational context to deliver technology message.
- Associate brand with a leading high-quality, trusted content provider.
- Provide sales force with value-added leave-behind that coupled relevant, quality content with marketing messages.
Solution:
GEN Updates in Biotechnology - a theme-based, single-sponsored print supplement plus microsite.
Plus Monthly GENcast Series – a weekly podcast series pertaining to next-generation sequencing.
How it works:
GEN Update in Biotechnology contains four to five recently published articles from GEN and from
peer-reviewed journals in the GEN range (www.liebertpub.com) which relate to the technology, one specially commissioned overview article, one application article provided by sponsor. All content represents a collaboration between the GEN editorial team and sponsor. Sponsor receives three ads in the supplement and logo on supplement cover. Supplement is polybagged with a selected issue of GEN. Microsite contains articles described above in addition to section dedicated to sponsor content and messaging.
Monthly GENcast Series subjects where chosen in conjunction with the sponsor and the discussion topics are based on cutting-edge life science research.
Sponsor received print and online exposure through ads promoting the supplement, microsite and GENcasts in addition to an audio plug at the beginning of each GENcast.
All facets of campaign launched on the same day.
Benefit:
A truly integrated program that surrounded their target customer with the use of print and online media. Supplement provided sponsor with the value-added leave-behind they were seeking and the microsite offers sponsor the opportunity for visitors to download whitepapers, or application notes, or to sign-up for a webinar through the use of a registration format, allowing them to capture leads.