The Client
Tecan is a leading global provider of automated laboratory instruments and solutions. Their systems and components help people working in clinical diagnostics, basic and translational research and drug discovery bring their science to life.
They help clients build medical instruments, devices, and diagnostic tools, as well as create custom, automated solutions for laboratories. Their clients work in clinical diagnostics, scientific and medical research, and drug discovery.
The Challenge
Tecan wanted to amplify the marketing around OEM (Original Equipment Manufacturer) partnership, particularly two of their OEM programs. They wanted to secure Tecan Synergence™ as the trusted and proven partner in OEM design and development. And they wanted to showcase Tecan Cavro® as the reliable OEM high-quality components and modules supplier.
The Strategy
The ABM campaign targeting labs worldwide positioned Tecan as the OEM partner of choice through highly personalized messaging. Tailored landing pages, emails, digital ads, and LinkedIn ads directly addressed the specific needs of each target account. The campaign highlighted benefits such as accelerated time to market, collaborative innovation, and proven OEM expertise, while LinkedIn ads targeted key decision-makers, and emails and digital ads drove engagement with tailored calls-to-action. A key goal was to prompt lab owners to schedule free workshops with Tecan’s industry leaders, offering a hands-on opportunity to explore solutions and unlock their potential, reinforcing Tecan’s commitment to collaboration and leadership.
The Strategy
Our strategy combined targeted paid LinkedIn campaigns with an Account-Based Sales (ABS) approach, driving awareness and engagement among small-to-medium business owners. Leveraging LinkedIn’s advanced targeting capabilities, IHX ran tailored ads featuring thought-provoking content about blockchain’s potential to revolutionize operations. These campaigns were complemented by ABS efforts, focusing on high-priority accounts with personalized outreach that addressed each business's unique challenges and opportunities. This strategic blend of paid and direct engagement funneled prospects to a webinar that simplified blockchain concepts and demonstrated its practical applications. By nurturing these leads with actionable insights and building trust, IHX successfully converted attendees into consulting clients, solidifying its role as a trusted advisor in decentralized technology adoption.
The Creative
The creative strategy behind Tecan OEM’s campaign showcased its role as a trusted partner in OEM design and development, emphasizing themes of deep understanding, extensive experience, and collaborative power. The tagline, "Unlock the limitless potential of accelerated time to market," inspired innovation and efficiency, while visuals centered on a glowing orb intertwined with DNA-like strands and abstract tech elements symbolized limitless possibilities. Scientists were depicted in labs engaging with the orb as a source of inspiration, reinforcing Tecan’s ability to empower partners to achieve breakthroughs. This blend of abstract visuals and human connection highlighted Tecan’s commitment to collaboration and innovation.
The Results
+20.9%
8%
11%
increase in Sales
growth in OEM partnership
growth in the North American market (our targeted region) over campaign
+20.9%
8%
11%
increase in Sales
growth in OEM partnership
growth in the North American market (our targeted region) over campaign
Client: Tecan
My Role: ACD, Writer
AD: Phil S.
ECD: Jamie C.
