Two Labs: Using Content Marketing to Create New Leads During COVID-19

the concept

Since 2018, Geben has served as a vital communications partner for Two Labs Pharma Services, developing website content (e.g. company updates, thought leadership and gated content) to assist with driving prospects through the marketing funnel. Specializing in helping emerging pharmaceutical manufacturers launch their drug into the market, the pharmaceutical consulting firm realized there was an increased amount of interest in the pharmaceutical process during the COVID-19 pandemic, and turned to Geben to develop a content strategy that would drive leads. 

the execution

After identifying the six general topics Two Labs’ customers would be most interested in, the Geben team set up and led interviews with experts around each topic. 

Geben then developed six content pieces outlining the various areas of the drug development journey that were impacted by COVID-19 and how manufacturers should respond. Given the highly specialized nature of the pharmaceutical industry, the Geben team needed to not only understand the industry but also be able to develop content during a pandemic that would resonate with Two Labs’ prospective customers. 

the result

Using the marketing funnel we developed with the Two Labs marketing team, Geben utilized organic and paid LinkedIn, PPC Google Ads and targeted prospect email outreach to drive traffic to the COVID-19 content. 

The timely and relevant thought leadership content helped drive more than 1,100 pageviews to the Two Labs website and engage prospects. More importantly, this strategy resulted in several leads worth $130K for Two Labs.