Vector Laboratories redefined its brand from a direct-to-customer (D2C) leader in immunohistochemistry to a trusted biopharma partner, leveraging the innovative BioDesign concept to captivate new markets.
Deliverables
- Discovery & Research
- Product Positioning & Messaging
- Campaign Concepting & Design
- Asset & Launch Execution
- eBook Copy & Design
- Website UX & UI
The challenge
Redefining a legacy brand for a new market
Vector Laboratories, a trusted name for over 45 years in immunohistochemistry, immunofluorescence, and glycobiology reagents, faced a transformative challenge.
Historically serving the academic and industrial research sectors as a direct-to-customer supplier, Vector Laboratories needed to reposition itself for the biopharma market.
The acquisition of Click Chemistry Tools and Quanta BioDesign in 2023 significantly broadened the Vector Laboratories portfolio, introducing innovative solutions that are the foundation of BioDesign.
This strategic expansion redefined Vector Laboratories as a go-to B2B partner for biopharma companies, with new capabilities to support advanced drug development processes. The goal: communicate this evolution to new biopharma customers while reassuring legacy clients of continued excellence.
The solution
A strategic integrated marketing campaign
To bridge the gap between Vector Laboratories' expanded portfolio and their target market’s needs, we developed and executed a fully integrated campaign centered around the newly coined term “BioDesign.”
Our work went beyond just pictures and words. We crafted an overarching theme, a cohesive visual design system, and a strategic go-to-market messaging approach, all underpinned by a comprehensive inbound marketing strategy. This consultative approach emphasized that bioconjugation is more than just linking entities—it’s about strategic design and optimization to enhance drug properties.
The inbound campaign centered around two components: content strategy and website enhancements. We developed educational content explaining BioDesign and its benefits, targeting biopharma professionals through a technical eBook. And we upgraded the Vector Laboratories website to feature BioDesign more prominently, integrating new content assets and improving the user experience.
By unifying high-quality content, targeted messaging, and a compelling visual design, our campaign effectively engaged both new and existing customers, helping Vector Laboratories navigate their expansion and solidify their role as a leader in the biopharma space.
The effect
A new era for Vector Laboratories
120%
increase in related website traffic
6500+
net-new monthly page views
MQLs
generated, with most high-quality leads nurtured through strategic webinars
31%
engagement rate on BioDesign content
Our comprehensive inbound marketing campaign laid the groundwork for a significant brand transformation.
The introduction of the BioDesign concept positioned the brand as a pivotal player in the biopharma sector, attracting attention and trust from new industry partners. This strategic shift resulted in a 120% increase in related website traffic and high engagement with BioDesign-related resources, highlighting the successful entry into a new market.
