Increasing the Visibility of a Biotech Brand

A Case Study

Increasing the Visibility of a Biotech Brand

seqWell began as a next generation sequencing (NGS) services contractor in Beverly, Massachusetts, founded by renowned scientists, Joe Mellor and Jack T. Leonard. Their initial focus was on using transposase-based reagents to solve complex sequencing challenges for academic and institutional clients.

In 2017, they launched their proprietary plexWell technology, positioning seqWell to be a trailblazer in NGS library prep methods. That’s when they knew they would need to invest in marketing. Not only is the NGS space dominated by some big players like Illumina, Thermo Fisher Scientific, Roche, and PerkinElmer, it’s also driven by researchers who are skeptical by nature and rely heavily on proven products to carry out their projects with the least amount of risk.

Once the internal marketing team was established, Bright Lark was brought in to serve as seqWell’s dedicated strategic creative partner. During an 18-month period, the Bright Lark team focused their efforts on supporting campaigns to build brand awareness and generate leads for the biotech startup.

At the start of this partnership, the company had a WordPress website with very little content on a handful of pages, a LinkedIn company page, some printed application notes and posters that were already becoming dated, and an underutilized marketing automation platform called HubSpot.

This quickly changed as collaboration began on the execution of a comprehensive, multi-channel, strategic marketing plan that included the launch of three products and an enhanced service offering while ensuring a unified brand message.

Product shots and graphic design by Bright Lark.

As we set the creative strategy for seqWell, we kept the customer persona in mind and made sure everything we delivered evoked quality, built trust, was consistently on brand, and illustrated a clear message.

Along with providing creative services on an as-needed basis, our team developed creative assets for ad campaigns on Google, Microsoft (Bing), YouTube, X (formerly known as Twitter), and LinkedIn. We delivered product photography, and developed the brand identity for their quarterly newsletter, The seqWell Scope.

The quarterly newsletter, The seqWell Scope.

Knowing how the Founders of the company disliked the use of stock photography, we crafted custom illustrations for the bi-monthly blogs and social media posts across LinkedIn, X, Instagram, Facebook, and Pinterest. Our services extended to creating promotional graphics for webinars and events, designing new website landing pages, and developing sales tools such as product flyers and technical notes. We also produced creative assets for email marketing, including e-signatures, using HubSpot.

The Website’s Blog

Bright Lark provided custom illustrations for the bi-monthly blog posts.

All these efforts were strategically aimed at positioning the brand as larger and more established, highlighting the quality and reliability of their products. We also wanted to represent the company as a collaborative partner with researchers, capable of delivering custom solutions and removing bottlenecks in sequencing workflows.

Significant Results

Significant results within 18 months

Our comprehensive approach yielded significant results within 18 months. Two of the most notable results were achieving top-of-the-page rankings for both paid and organic searches on Google, beating out Illumina and Thermo Fisher, and a 24% year-over-year increase in off-the-shelf revenue for the seqWell. The company also saw a 20% increase in website traffic and a rise in organic traffic from 12% to 34%. There was a 24% increase in leads with a notable 39% conversion rate from a qualified lead to a sales qualified lead.

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