Over 12 weeks, I was honoured to lead the “BioTech Bootcamp: From lab to business” campaign for Smile Incubator in Lund, Sweden.
The BioTech Bootcamp is an eight-week hybrid program sponsored by Merck and Roche and in collaboration with BioM, based in Munich, Germany, and many incredibly talented and skilled industry experts.
Let’s dive in.
Following insights from the past years and in consideration of our available budget, we decided to run a fully digital campaign. Our communication channels of choice included Google, LinkedIn, and Meta.
The target audience was almost a no-brainer. The BioTech Bootcamp is designed for brilliant biotech minds that maybe not have such brilliant business minds. No matter whether one was a Ph.D. researcher, a start-up, or a senior researcher - if you had a solid idea within the biotech industry and our trained talent team saw the scalability of it - you were in. In total, we had to allocate ten available spots between more than 20 applicants.
Unfortunately, in previous years, the tracking was not set up holistically. Comparing results to previous years is somewhat limited. However, we were able to see CTRs fo paid media. Despite the campaign being placed in the summer break and an only four percent higher spending we increased CTRs by 54%*.
*Preliminary result. Updated two weeks before campain end
The BioTech Bootcamp campaign at a glance
Tagline | From lab to business |
Timeframe | 12 weeks (including 8 weeks summer break period) |
Target Audience | BioTech enthusiasts with a well founded background, min. Ph.D. |
Desired number of applications | 30 |
Paid communication channels | Google display & search, LinkedIn, Meta |
Organic communication channels | LinkedIn, LinkedIn communities, newsletters, PR, personal network outreach, universities, traffic labs, other incubators |
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Taking a closer look at the applicants, specifically how we reached them, it is safe to say that cultivating organic outreach is king (and queen! Yas!).
During the application process, our potential future boot campers are asked to tick the box where they heard about the BioTech bootcamp for the first time. Options include, amongst others: Google ads, SmiLe website, BioM website, Colleague/Friend, or email. A total of 15 ticked an option that can be assigned to an overall organic communication channel. Intriguingly, nine out of the ten most compelling applicants from a marketing perspective are reached via organic communication channels. It highlights the importance of community and network building. And it demonstrates that putting in the groundwork and investing in authentic relationships can yield extraordinary outcomes.
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