Genentech
The Challenge
Genentech was launching an innovative API designed to improve healthcare accessibility and efficiency. The goal was widespread adoption and successful market entry. For the launch to succeed, the company needed to effectively reach and engage two distinct audiences: technical developers and business decision-makers in healthcare and medtech. Genentech needed a nuanced marketing strategy that could reach these hard-to-reach audiences and illuminate the API’s business value in compelling ways.
No personal information required.
Contact Us
Contact Elevation today. You’ll love the results.
Our Approach
Starting with thorough research and stakeholder interviews, Elevation Marketing delivered a comprehensive go-to-market strategy for Genentech’s API. With fresh insights, we crafted a strategic brand positioning statement and messaging matrix, followed by an integrated marketing plan combining digital and traditional tactics. To drive awareness and adoption, the plan called for targeted content created for both developers and business decision-makers, including technical guides crafted for long-term support. Knowing the priorities and pain points of both audiences ensured effective positioning and promotion.
The Results
Elevation Marketing powered Genentech to success with a meticulously tested and developer-approved launch strategy for their cutting-edge API. By ensuring the technical guides were clear, effective and easily accessible, Elevation accelerated API adoption and boosted its reliability. This dynamic partnership equipped Genentech with the tools and strategies needed to effectively take its API to market.
