Global healthcare leader forges new customer engagement to emerge as top digital marketing organization in the in vitro diagnostics industry. As a global leader in healthcare, Roche Diagnostics offers a broad portfolio of tools that help healthcare providers in the early detection, prevention, diagnosis and treatment of diseases like congestive heart failure, HIV, hepatitis and diabetes, as well as other medical conditions, such as fertility and blood coagulation. These products and services are used by researchers, physicians, patients, hospitals and laboratories worldwide to help improve people’s lives. The US affiliate of Roche Diagnostics is comprised of 4 individual business units and competes in a complex industry where a limited number of multimillion-dollar contracts come up for competitive bids each year. It’s a long and complicated sales cycle where there’s a 70% chance that customers will stick with their current suppliers.
Understanding the customer
Roche Diagnostics needed to find a way to improve the company’s ability to engage and nurture potential customers and help them learn about their products earlier in the selling cycle, according to Kris Shorter, the company’s Director of Digital Marketing. “It’s important that we understand where our customers and prospects are in their customer journey so that we can provide them with the most relevant content possible. It also allows us to stay top of mind and helps ensure that our sales teams are involved earlier in the process,” he said.
"One of the reasons we chose Marketo was because we liked the product pipeline and the roadmap. When we looked at what was coming down the road, we felt like Marketo had a better growth curve.”