FujiFilm Life Science

Marketing Challenge

As a leading provider of scientific imaging systems to commercial and academic research labs, Fujifilm is at the forefront of imaging development. However, competition is fierce and every lead matters. When Chempetitive Group first got involved with Fujifilm, leads were not being tracked, sales people were not being held accountable and the toll-free number went to a voice mail.

Our Approach

We knew that to be successful, the marketing efforts had to be embraced by the entire organization. The first step was to get sales and marketing together in a room to talk. Next, to ensure that we thoroughly understood the needs of the sales people, we went on sales calls and worked side-by-side with them at tradeshows. Only then did we develop our messaging and our tactics. To stand out in the crowded marketplace, we focused on how Fujifilm can help scientists reach their goals. Our tactics included monthly direct mail pieces, print advertising, public relations, tradeshow support, a revamped website and setting up a call center.

Results

The initial campaign captured and tracked 1,000 leads by entering them into a central database and following up with the sales team. This direct involvement helped us to calculate the cost-per-sale and to verify a 25 percent return on Fujifilm’s marketing investment.