Online marketing and branding for the biotech company in the field of proteome research

Successful new customer acquisition through inbound marketing measures

AYOXXA Biosystems GmbH life science tools that drives advances in translational proteomics and strives for better diagnostics and therapeutics. They have transformed an innovative technology exclusively licensed from the National University of Singapore in 2010 into a mature, breakthrough protein analysis platform. Designed to deliver high-quality data on multiple proteins in the same small-volume sample, LUNARIS™ enables fully scalable quantitative validation of disease-relevant biomarkers: from lab to clinic – from model to human – from data to insights.

New branding and brand development for the biotech company

The further development of the trademark should contribute to a strong brand identity, which is very important for successful marketing. In addition, Ayoxxa needed an appearance for its own product brand Lunaris. This was achieved with a specially developed font.

Website Refresh

Based on the newly developed corporate design, we developed a design refresh for the existing website. The result was a stringent application of the CD elements to the given website structure and a formal standardization of all content elements – from the headline structure to teaser elements and CTA buttons. A special element of the website: The kit finder. The product finder we implemented for extensive product kits navigates through the product search, also with the help of easily recognizable, specific icons.

A special element of the website: the product finder. Easy selection thanks to specific icons!

Inbound Marketing

It was clear to Ayoxxa that they would find it difficult to reach their customers with traditional outbound marketing. They therefore opted for the inbound marketing approach and implemented the inbound marketing tool HubSpot in their marketing processes.

During the set-up process, the existing website and CRM system were connected to HubSpot. In addition, templates and conversion elements were created for the campaigns – e.g. email templates and templates for landing pages and forms. The lead acquisition templates created during the set-up process and strategy development could now be used in the campaigns.
Once the set-up with the inbound marketing tool HubSpot was complete, an inbound marketing strategy could be launched.
Inbound marketing elements were also integrated on the new website using the online marketing tool HubSpot. Various campaigns were launched to drive customer acquisition.

Process of an inbound marketing campaign according to the build-measure-learn-adapt principle

On the one hand, Google Ads campaigns were set up to generate leads. Inbound marketing elements such as CTAs and landing pages including forms were used to achieve the conversion.

CTA button on the landing page incl. table for product comparison

Successful campaign in Google Ads

Secondly, an e-mailing campaign was set up with an invitation to a webinar. Constantly analyzing the results in a regular cycle according to the “Build, Measure, Learn” principle enables optimal exploitation of the campaigns.

Emailing for an invitation to a webinar with a call to action

Development of branding elements for all communication channels/icon sets

A large Ayoxxa icon set was developed for communicating information, which was used for everything from product communication to office signage. Specific icon sets were developed for different market segments (research areas) in order to easily distinguish the product groups visually. This enables customers to find their way around quickly.

Ayoxxa icon set for a wide range of applications. From data sheets and office signage to selection options on the website.

User manual for the new laboratory device

A clear and concise design runs through the entire concept – and always present: the orange accent, Ayoxxa’s distinguishing feature. The device functions are clearly illustrated in the operating instructions in clear infographics and graphical representations. The factual font also makes it easy to read.

Photo shoot for all channels

The market launch of the new LUNARIS laboratory device was to take place on various channels – including social media, website and e-mailings. A product photo shoot was therefore carried out for this and, of course, for all other communication media. In order to achieve authentic situations and not just static product images, the photo shoot was carried out with Ayoxxa employees in original laboratory situations.

Mobile exhibition stand for conferences and congresses

An eye-catching key visual was used on the mobile trade fair stand to show the product’s special areas of application. The logo was placed on a white background for remote recognition.

Results