Product marketing for clinical trials tech | IgniteData
Over a number of years, we supported IgniteData’s journey from a UK-based start up to an Atlantic-spanning healthcare data leader, closing oversubscribed multi-million dollar funding rounds. One of our early projects was to develop product messaging and collateral for Archer, their flagship product used to transfer healthcare data during clinical trials.
The challenge
Articulating the benefits of a groundbreaking solution
In 2022, IgniteData had a new SaaS product, designed to radically change the way data is handled in clinical trials. On the cusp of go-live with their first oncology trial, they needed to develop their product messaging and materials, to support sales and marketing efforts with new clinical trial sponsors and sites. Until this point, they had been deep ‘in the weeds’ of developing their product and now needed to take a step back to distil its key features and benefits into a succinct product brochure.
What we did
Defining product messaging and developing clearly-written marketing content
We conducted competitor analysis and interviews with founders, marketing and sales leads, and key development team leads, to:
Refine the product messaging and positioning
Define key features and benefits
Establish potential customers’ pain points, concerns and objections.
Following this, we planned and developed content for their first product brochure, working closely with the marketing manager and founders to agree the final copy.
The outcome
Clearly articulated messaging for product brochures and beyond
IgniteData used the copy we developed to design their first product brochure, for use as their key piece of marketing collateral with potential new customers. The messaging was also used in other aspects of their marketing, including product pages on their website.
Our work with IgniteData continued for a number of years and we were subsequently asked to develop collateral for an updated version of the product, product sheets and explainers for users of their solution, and bespoke product info sheets for high-value pitches. As well as this, we were retained to deliver content marketing (including blogs, interviews and whitepapers) to help educate the market on the need for IgniteData’s new approach, establish the organisation and key personnel as thought leaders and support ongoing product marketing plans.
Here are a few examples of product marketing items we developed copy for:
