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Coordinated marketing for a Cell and Gene Therapy CDMO.

I help NecstGen bring its scientific content, industry events and webinars together in one ongoing marketing programme, presenting it as a specialised Cell and Gene Therapy CDMO to a small, specialist audience.

For NecstGenPositioning, Campaigns, Content, Webinars, Measurement

A NecstGen operator in a blue cleanroom suit and safety goggles working at a stainless steel cabinet.
LinkedIn ~5k → ~10k775 webinar registrations

NecstGen is a non-profit Contract Development and Manufacturing Organisation (CDMO) supporting Cell and Gene Therapy developers across process development, analytics and GMP manufacturing.

On this page4 sections

The challenge

NecstGen wanted Cell and Gene Therapy developers to know who it was. That's a small audience, and a very specialised one. Its services cover process development, analytics and GMP manufacturing, which is a lot of technical ground to explain. A campaign here and a company update there wasn't going to do it. There was always something to say: new scientific work, a service to explain, an event coming up, company news. The job was to make all of it add up to one recognisable position, a specialised Cell and Gene Therapy CDMO, and to open doors for business development.

An operator in a cleanroom gown and hairnet reads a laptop beside a Cytiva ÄKTA readyflux filtration system.
Process equipment in NecstGen's cleanroom. The offering spans process development, analytics and GMP manufacturing.Photo

The approach

NecstGen was already partly known as a specialised CDMO for Cell and Gene Therapy. The work is to make that position consistent in everything it publishes. Together with NecstGen's team, I plan scientific content, industry events and webinars as connected campaigns rather than separate activities. My part covers positioning and messaging, campaign planning, content and design, and webinar promotion, with regular content running between the bigger pushes. I track the results throughout and use them to plan the next round of activity.

NecstGen scientific poster titled Cost Reduction of LV Manufacturing for CAR T by Transfection Optimisation, with study design, results charts and conclusions on a dark blue background.
NecstGen's scientific poster on reducing lentiviral vector manufacturing costs, presented at ESGCT. I designed it and promoted it through NecstGen's channels.Screen
Five members of the NecstGen team at the company's conference booth, with blue NecstGen panels reading Pioneering Cell and Gene Therapies.
The NecstGen team at its conference booth.Photo

Deliverables

  • Positioning and messaging for process development, analytics and GMP manufacturing services
  • Campaign planning across scientific topics, services, events and company developments
  • Ongoing social content and campaign assets
  • Webinar campaigns, with eight webinars delivered to date
  • Reporting, and adjusting the plan based on the results
A NecstGen employee in blue scrubs, hairnet and gloves walking along a bright cleanroom corridor.
Inside NecstGen's GMP facility.Photo

Outcomes

  • LinkedIn audience growthNecstGen's LinkedIn following grew from about 5,000 to almost 10,000 in about 2.5 years, nearly double.
  • Webinars as a regular fixtureEight webinars so far. Specialist scientific webinars are now a regular part of NecstGen's marketing.
  • 775 webinar registrationsThe webinar with the most registrations drew 775, from a specialist B2B audience.

In a field this specialised, that's a large audience for technical content.

LinkedIn followers, from approximately 5,000 to almost 10,000 over about 2.5 years.Diagram

[Kenjiro] is genuinely multitalented, combining strong copywriting and an ability to structure content clearly with excellent technical and creative skills. His capabilities extend from website management, design and functionality through to app integration and photography. He has a real ability to bring these different elements together effectively.

Tristan Pritchard-MeakerHead of Business Development & Marketing, NecstGen