New Service Launch

Cytiva | Fast Trak™ Process Development Service Launch

🤔 BACKGROUND
Cytiva sought to expand its Fast Trak process development services to support smaller biotechnology companies working on plasmid DNA, messenger RNA, and lipid nanoparticles. These molecules are critical in advancing new drugs and therapies that target specific diseases and improve treatment outcomes.

🥅OBJECTIVES
Smaller biotech firms often lack the resources and expertise to navigate complex development processes. Voice-of-the-customer research revealed key pain points:
• Need for experienced scientific guidance.
• Desire for transparency and timeliness.
• Requirement to retain IP ownership while ensuring manufacturability.
• Introduce new pDNA, mRNA and LNP service offerings.

💡 STRATEGY
A launch campaign was created to highlight Cytiva’s role as a collaborative partner. Working with the NoA advertising agency, we developed a playful teamwork creative concept represented by customers in blue supported by Cytiva scientists in green. The creative concepts showcased various team sports whereby the customer can win the race to molecule development with Cytiva teammates helping to score the win. “Consider us an extension of your team” tagline was developed to tie messaging with visuals.
• Deployed across multiple digital channels (paid and organic).
• Featured at a major trade show for maximum visibility.
• Supported by a series of webinars to educate biotech audiences on process development.
• Published thought leadership articles to reinforce Cytiva’s expertise and credibility in the space.
• Messaging emphasized teamwork, partnership, transparency, and speed to market.

🏆 RESULTS
• Within the first month, the campaign generated 700 UQL’s, 75 MQLs, 11 SQLs and a $3M order.
• Established Cytiva as a trusted partner for smaller biotech firms.
• Reinforced brand positioning around scientific collaboration and innovation.

👩 MY ROLE
In addition to my responsibilities as a team leader of five campaign managers for the Cytiva Bioprocessing | Hardware Solutions opco, I lead this project as a campaign manager due to a lack of internal resources. In combination with the Cytiva brand team and NoA advertising agency, I developed a refined value proposition and boilerplate, along with our tagline, and developed the marketing launch strategy across integrated channels, including third-party advertising, paid and organic social media, development of a new web page and landing page, and four webinars. For this project, I won the second highest Cytiva award for campaign excellence.