Lubrizol Life Science Health
“I had the pleasure of working with L&SOI on a major initiative to identify, prioritize, and define our target audiences, develop buyer journeys; and build marketing playbooks. From strategic concepts to tactical outputs, their work was excellent. The playbooks are the most useful tools I’ve ever worked with to define and operationalize marketing campaigns. Their ability to facilitate working groups, translate very technical scientific language, and collaborate with our businesses was wonderful. I’d love to work with L&SOI again and wouldn’t hesitate to recommend them!”
— Amy Schroyer, Senior Director, Global Connected Marketing
Journey maps. Buying personas. Decision maker maps. Messaging & channel direction.
OBJECTIVE
The Health business of Lubrizol Life Science partners with customers to speed innovative medical devices and differentiated pharmaceutical products to market. LLS Health develops best-in-class polymers and excipients, along with state-of-the-art product design, development, and manufacturing services, with the ultimate goal of creating solutions that improve patient outcomes.
They are a complex, global company, with a wide variety of target audiences. The expansive marketing initiatives were not tied to an overall strategic plan and they required a foundation to allow them to better strategize, create, and target their customers and prospects - it was necessary to better connect their marketing with the customer experience.
SOLUTION
L&SOI developed all the foundational elements necessary to achieve their objective, which included messaging, buyer personas, and customer journeys that mapped out the path to purchase. These elements came together as marketing playbooks that their marketing managers use along with their agency partners to create their marketing plans. The development of the playbooks required in part, interviewing several dozen clients and prospects across 12 countries. Additional business and operational insights were acquired though this process that will be used as part of their strategic planning process. The playbooks are now a cornerstone for all their marketing activities.