As a first step, Wyoming conducted face-to-face interviews to gather real-world insights. During these, life science customers would frequently describe the often conflicting pressures of maintaining punishing research schedules whilst simultaneously remaining abreast of the latest published research of their peers and competitors. In admitting to prioritising lab research over reading time, all respondents acknowledged the reputational risk of inadvertently pursuing duplicate or dis-credited lines of research.
Given these life scientists hadn’t the time to read published competitive research; it was unsurprising that the client’s eCRM content was often consciously ignored.
Our solution to cost-effectively engage these time-poor customers was to develop an app that could profile the professional interests of a user and thereafter automatically search, filter, compile and publish a weekly email containing the latest relevant third-party content.
In addition to automated content aggregation and distribution, the app also featured ad serving functionality that utilized the user profile data to programmatically target client content within the summary emails. By creating a mash up of client and 3rd party content, the client’s content benefited from exposure alongside content that the scientists trusted, valued, eagerly consumed.