URL:
https://www.ibd-biotech.com
Project Date:
2011
Status:
Current
Description:
IBD is a pharmaceutical contract research organization specialized in the digestive tract diseases, notably Inflammatory Bowel Disease (Ulcerative Colitis and Crohn's disease). Its clients are pharmaceutical and food ingredient companies.
Web Marketing Campaign Objectives:
- Use internet as an additional channel to generate B2B prospects.
- Increase visibility
Business Challenges:
- The pharmaceutical industry is a late adopter of Internet
- Restrictions on what can be advertised in the medical world (in Europe, medicine cannot be advertised for)
- The main difficulty is to provide visibility and identify searches that come from pharmaceutical professionals and not from patients.
Project Execution:
Technical Challenges:
- Internet statistics and traffic inherits from a lot of "noise" from patients (subject to the disease) which need to be cleared in order to reach real business leads
- Understanding of the terminology of Intestinal Biotech Development and become very accurate in the use of terms such as PPAR, In vivo assays, pre-clinical studies etc.. in order to make sure Search Engine Marketing campaign brings targeted traffic from professionals.
- Web site was built using in an obsolete Content Management System and needed to be rebuilt
Project execution:
- Google Adwords in order to identify niche search terms
- Search Engine Optimisation Campaign including full re-write of website content
- Subscription to vertical directory in pharmeceutical and food ingredient industries
