How our strategy helped a global life-sciences supplier turn an approved framework into 25 assets and a live pilot
A global life-sciences supplier had an approved framework and nothing under it. Juan Felipe Arango led the content plan behind its account-based pilot.
Situation
A global life-sciences supplier sells antibodies and proteins to researchers. Its marketing engine was built to catch in-market demand through search, measured on page views and revenue. Academic buying is more complex than that. PhD students and postdocs choose the product, lab managers order it through procurement catalogues, and a principal investigator approves the bigger orders. Competitors were embedded locally: offices nearby, events, even funded PhD places. The supplier had no local presence, and researchers saw it as too expensive.
An agency partner had already run an account-based campaign in the US and was planning a pilot in the UK and Germany, aimed at two academic accounts: a large research university and a university hospital, each with thousands of researchers and one sales rep. The messaging framework was approved, with 3 pillars, 5 channels, and 5 programs, but nothing operational sat under it.
Task
Turn the approved framework into a content plan the creative team could produce from right away: narrative guidance per audience and channel, blueprints for five programs (scientific support, a product launch, a launch promo, meet-the-rep, and an AI product-discovery tool), creative briefs, and an email workstream. LinkedIn and ResearchGate came first. Every claim had to use copy the client had already approved, to skip a long legal review. The first draft was due on Monday and the final on Tuesday morning, for the creative briefing. About five working days, end to end.
Action
The plan started from how researchers actually decide, in order: citations first (did others use this product in a setup like mine?). Then search ranking. Then validation data with clear images, backed by reviews and knockout validation. Price came last.
The research layer came next. An audit of the supplier’s own web pages produced a bank of 70+ approved phrases, word for word, mapped to the pillars. A scan of five competitors’ LinkedIn ads (187 after filtering), a pull of 21 recent papers from the two accounts for citation hooks, and benchmark reports on InMail, ResearchGate, and AI in research filled in the rest. Along the way, I caught claims the live site couldn’t back up before they reached production, and replaced them with verified ones.
A bridge matrix crossed the 3 pillars with the 5 programs to give 15 evidence anchors, so every piece ties a pillar to proof.
From there, the content plan: 5 programs with 5 assets each, 25 creative assets in all, a channel and format matrix, and a 6-week sequence where retargeting depends on what runs first. The competitor scan showed two gaps. None of the five used LinkedIn lead-gen forms, and only two ran in-feed document ads, so both became test slots worth defending. Email ran as 5 sequences and 18 emails, with A/B tests and suppression rules.
- Program live
- Retargeting, set by what ran first
The two accounts shared the pillars but not the tone. One got a peer-scientific voice that leads with citations. The other got a clinical voice built to rebuild a relationship. With German researchers in mind, the copy stayed plain and straight to the point. I closed with 5 creative briefs, a speaker script for the client, and a walkthrough video script for the agency lead, ready for the creative briefing on Tuesday morning.
Result
The pilot launched. There are no performance results to share yet, so this case stops at the launch. Four months later, the agency brought me back for a second project: a YouTube and AI-search audit for a global energy supermajor.
