Quibim is a startup that has developed software capable of detecting, in just one pixel, data that makes possible to set biomarkers that, for example, could anticipate a cancer cell or discover relevant information that could accelerate many months a scientific research.
Their initial targets were outstanding scientists and international medical thought leaders. These people are very difficult to access, due to their professional agendas. They regularly meet at scientific meetings.
Quibim, for the first time, was going to have a stand to show their software in that scientific event. Because they were not known, the risk of being ignored by these experts was extremely high. The challenge was to make Quibim visible, to awaken the interest of scientists for their software and make them to end up wanting to hire their services.
We started with a reduced budget, so we had to optimize to the maximum the resources by only using those essential to achieve the primary goals.
Since the most influential thought leaders were less than 100, we opted to create the basic supports and to launch a direct action over the target population. If we managed to make them to use the service provided by Quibim, it would be the option to ensure that others would join.
First, we developed a corporate website according to the desired positioning. The great advantages of this software for the sector were explained. The website role was key, since it would not only be a showcase to the world for the company, but it would also be the first place that scientists would go after the direct action we had planned. Upon reviewing the information in the web site, the target group should increase the trust and the desire to try this new breakthrough development.
Weeks before the meeting, a package was sent to each scientist and specialist, with a key question about how they make their scientific or medical decisions – which is highly relevant to them. The packaged included:
A) A clear explanation of the achievements that could be achieved by the Quibim Software.
B) Temporary free access to the software so they could carry out real studies.
C) A nice gift to have on their desks (and so always keep the brand in mind), which consisted in “reflection dices” to take decisions that are not as important as those they take in their profession.
Quadriptical brochures oriented to both of the targets. Two brochures were made, one for the scientists and other for the medical specialists, each one with a different approach that responded to the particular interests of each of them. We opted for a format that played with dies to differentiate. This made the proposal more original and attractive.
Quadriptical brochures oriented to both of the targets
Two brochures were made, one for the scientists and other for the medical specialists, each one with a different approach that responded to the particular interests of each of them. We opted for a format that played with dies to differentiate. This made the proposal more original and attractive.
More than 60% of these experts were interested in Quibim´s service. They also asked for more information and met with the representatives of the startup at the international fair.
The company´s turnover doubled in just a few months.
Quibim is becoming a world benchmark for research with biomarkers. As a result, it is positioned in the American market, where they have opened their new headquarters in Silicon Valley. Its CEO, Ángel Alberich-Bayarri, commented when referring to one of the most prominent scientists in the world, “… after the campaign, I know that if we call her she will respond to us right away. That was unthinkable before”.