How to Grow Demand for Laboratory-Developed Tests (LDTs) - A Content Marketing Guide

How to Grow Demand for
Laboratory-Developed Tests
A Content Marketing Guide

Dream
Copyright © 2017 Audette Marketing Group. All rights reserved.
Website

Reality
Physicians are
difficult to
reach.

Reality
Physicians are
difficult to
reach.
It is rare for a
strictly commercial
message to break
through their
firewalls, much
less get serious
attention.

New Reality
You better
create a
relationship
with her, too.

New Reality
You better
create a
relationship
with her, too.
She may know
more about her
testing options
than her primary
care physician
does.

Visible
Unique
Physician Adoption Factors
Reliable

Visible
Your brand must be highly visible
in the relevant market and
identified as authoritative, ideally
associated with thought
leadership.

Reliable
Tests must be well-validated to
get adoption and reimbursement,
ideally including technical
validation, prospective clinical
validation, and data covering
outcomes, decision impacts, and
health economics.

Unique
Key differentiators must be
communicated clearly and
consistently. For tests with
significant competition this is
particularly important. For novel
tests there must be data that
compares with existing standards
of care.

Website
Solution
It is no longer sufficient to merely publish a website and
expect physicians to find it and place an order.

Website
MD
Blog
MD
Infogra
phic
Solution
You need to connect
with physicians using
objective content that
adds value to their
practice.
Infographics or white
papers can be
effective for grabbing
attention, and blogs
for maintaining it.

Website
Pt.
Whitep
aper
Pt.
Blog
MD
Blog
MD
Infogra
phic
Solution
The same
kinds of
objective
content are
also effective
with patients.

Website
Pt.
Whitep
aper
Pt.
Blog
MD
Blog
MD
Infogra
phic
Web
inar
Web
inar
Web
inar
Solution
Webinars are very effective for
developing relationships with
physicians, and even patients.

Website
Pt.
Whitep
aper
Pt.
Blog
MD
Blog
MD
Infogra
phic
Web
inar
Web
inar
Web
inar
Micro
site
Solution
Micro-sites are often
effective for centralizing
data and for search engine
optimization.

Company
Website
Product
Microsite
Product
Microsite
MD
Blog
Patient
Blog
Web
inar
Web
inar
Web
inar
Patient
Whitepaper
MD
Whitepaper
The Marketing Molecule

CURIOSITY ORDERS
One Function
Company
Website
Product
Microsite
Product
Microsite
MD
Blog
Patient
Blog
Web
inar
Web
inar
Web
inar
Patient
Whitepaper
MD
Whitepaper

Company
Website
Product
Microsite
Product
Microsite
MD
Blog
Patient
Blog
Web
inar
Web
inar
Web
inar
Patient
Whitepaper
MD
Whitepaper
ORDERS
Elegant

Company
Website
Product
Microsite
Product
Microsite
MD
Blog
Patient
Blog
Web
inar
Web
inar
Web
inar
Patient
Whitepaper
MD
Whitepaper
ORDERS
Flexible

75%
95%
Receptive …
Paid
PPC,
Display
Ads
Email,
Shows Direct

75%
95%
… and Generative
SEO
Shares
Earned
Organic
Paid
PPC,
Display
Ads
Email,
Shows Direct

Highly Connected
Company
Website
Product
Microsite
Product
Microsite
MD
Blog
Patient
Blog
Web
inar
Web
inar
Web
inar
Patient
Whitepaper
MD
Whitepaper

Systematic
MQLs
SQLsPaid
Direct
Earned
Organic

Awareness
Consideration
Order
• Research Reports
• White Papers
• Infographics
• Technical Blogs
• Treatment Guidelines
• Webinars
• Videos
• Publications
• Product Guides
Appropriate VoiceTypical Content
Content & Voice by Stage
Objective
Zero promotion &
uniquely informative
Contextual
Mention offerings
alongside other alternatives
Comparative
Head-to-head; focus on
differentiators

Typical LDT Launch Checklist
✔
✔
✔
✔
✔
✔
✔
✔
✔
✔
Customer profiles
Detailed marketing plan
Optimized company website
Product micro-site(s)
Blogs for doctors & patients
White papers for doctors & patients
Webinar series
Marketing automation
Initial contact list
Content calendar

Week # 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Define Campaign Goals &
Customer Profiles
Develop Content Marketing
Plan & Calendar
Research & Draft Objective
Content
Promote Objective Content
Create & Promote Microsite,
Including Validation Data
Setup & Utilize Marketing
Automation
Webinar 1: Field Overview
Webinar 2: KOL & Offers vs.
Standard of Care
Webinar 3: KOL &
Performance
Nurture Leads & KOL
Relationships
Typical Six-Month LDT Launch Plan

Content Description
(1) Set of Customer Profile(s) Primary research should be conducted to create a
complete picture of customer intent, along with an
understanding of the kinds of content with which customers
(physician and patient) will engage, and how they will
prefer to receive it.
(1) Content Marketing Plan Once customer intent is well-understood, a detailed
Content Marketing Plan (CMP) must be drafted. Studies
show that content marketing campaigns with well-iterated
strategies and tactics are far more successful than those
without. Clear, measurable goals must be central to the
plan.
(1) Initial Mailing List Initial hand-curated lists of prospects for each customer
group should be developed (200-300). These cohorts will
be used to validate content engagement, and to kick-start
communication efforts.
Typical Launch Plan Deliverables: 1/3

Content Description
(1) Primary Objective Content
Piece
The cornerstones of the campaign are typically
infographics, research reports, or white paper that are
based on proprietary primary research. Physicians are a
discriminating audience, so the content must be compelling
and unique. Content should be created for patients as
well.
(4) Blog Article per Month A typical campaign includes physician and patient blogs, or
other kinds of support resources for patient groups,
covering the relevant disease/treatment areas. A minimum
cadence for new posts is 1 per week, and successful blogs
will often utilize a mix of content types and sources.
(1) Microsite It is almost always important to have a microsite where all
of the key information about a test lives. Not only does this
make it easier for a physician to research the test, it also
improves opportunities for search engine optimization.

Content Description
(1) Installation of a Marketing
Automation Platform
Another tool that is usually essential for effective content
marketing is a marketing automation platform such as
HubSpot, Act-On, or Marketo. These platforms act as
central repositories for all contacts, central distribution
points for emailing and social media, and provide
dashboards that track effectiveness of all efforts.
(3) Planned & Promoted
Webinars
Webinars should be a consistent part of an LDT
developer’s marketing program, and at least three should
be used for launch campaign. Often these webinars start
with purely objective content, and become progressively
more focused on promoting the attributes of specific tests.
MD or PhD presenters are usually best for physician
webinars, and although more time-consuming, recruiting
KOLs or partner companies/organizations is usually highly
desired.

Example 1. National Launch Campaign for a new LDT for diagnosing a
rare inborn error of metabolism that replaced an existing diagnostic
gold standard
Strategy: 12-Month Launch Campaign to develop relationships with KOLs
and other physicians by direct engagement, by developing patient-facing and
physician-facing information resources, and by promoting with social media,
paid media, and webinars. Leads were nurtured with consistent delivery of
blog and webinar content.
Marketing Investment: $75k over 12 months
ROI: Over 200 new relationships with physicians directly attributable to the
campaign, and test growth exceeded goal in the first two quarters following
the campaign. Marketing investment earned back within 18 months of
campaign initiation.
ROI Examples

Example 2. Regional Re-Launch Campaign for a portfolio of LDTs for
measuring CYP450s
Strategy: 6-Month Re-Launch Campaign to build awareness among
physicians regionally, with a focus on psychiatrists. Micro-site developed for
this therapeutic area, and webinar series developed promoting the need for
testing. Infographics developed for target audience.
Marketing Investment: $30k over 6 months
ROI: Hundreds of new relationships with physicians resulted from the
campaign, the majority from within the target group. Test order volume
exceeded goals in the 12 months following the campaign, and a follow-up
campaign is planned for building patient awareness.
ROI Examples

Launch Timing
“You may delay,
but time will not…”
- Benjamin Franklin

http://www.audettegroup.com
inquiries@audettegroup.com
541-647-0768

How to Grow Demand for Laboratory-Developed Tests (LDTs) - A Content Marketing Guide

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (6)

Similar to How to Grow Demand for Laboratory-Developed Tests (LDTs) - A Content Marketing Guide

Similar to How to Grow Demand for Laboratory-Developed Tests (LDTs) - A Content Marketing Guide (20)

Recently uploaded

Recently uploaded (20)

How to Grow Demand for Laboratory-Developed Tests (LDTs) - A Content Marketing Guide