VIDEO STORYTELLING

CREATES CASE

FOR MEDICAL RESEARCH ENTITIES

Capability: Market Communications

Axiom Tools: Observational Research

Business Objective

  • Protect long-term purchasing contracts with leading research companies

Strategy

  • Produced series of videos that lab directors can use to upsell
  • Created technically accurate animations that showcase unique attributes of product features

Results

  • Videos resulted in 30% increase in sales leads for appropriate sales reps
  • Offered shareable content for follow-up meeting with laboratory managers and principal investigators
  • Dramatically reduced inventory costs for sales force, increasing number of units available for immediate distribution

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