Thermo Fisher Scientific
Biotech Content
We advanced our life sciences content capabilities by teaming up talented copywriters with accomplished scientists, ensuring precision and credibility.
Situation
Transiris has been working with over 20 divisions at Thermo Fisher Scientific since 2014. Our engineering teams created nurturing engines and comprehensive performance dashboards, and our creative group completed full rebranding for several groups and products, digital awareness and demand generation campaigns, and numerous copy and graphics assets for various tactics.
Over time, we realized that for certain campaigns, especially those targeting fellow scientists and subject matter experts, the specificity, level of detail, and scientific accuracy of the creatives needed a level of knowledge that talented creative professionals could not deliver consistently on their own.
Topics like stem cell research, CRISPR gene editing, and peptide synthesis demanded a level of expertise that even the most skilled copywriters couldn’t provide alone. Meanwhile, client subject matter experts (SMEs) were often stretched thin.
Our copy needed to land in a sweet spot smack in the middle between peer reviewed journal articles and fluffy advertisements, and our graphics sometimes looked more like marine animals rather than the microorganisms or cells we were trying to represent.
Solution
To bridge this gap, we recruited scientists and teamed them up with our copywriters. As scientists are typically specialized in one or several somewhat narrow fields, we first mapped the life science domain and came up with a number of subdomains such as microbiology, genetics, organic chemistry, nutrition, etc. This structure allowed us to refine our approach to highly technical topics like cell and gene therapy, proteomics, and peptide engineering.
We also needed to create the processes to have these teams work efficiently and ensure we get the desired results. Styles of communication, as well as conventions, symbols, vernacular – even typical tone of voice – are very different between advertising professionals and accomplished scientist. Both write, but they write differently.
These different professionals also needed to listen to each other and together contribute to the final product so that it ends up being both interesting and effective. We learned as we went and over the years, through touch difficulties and celebrated successes we ended up with more mature processes and approaches that not only worked, but delivered award-winning quality for our scientific marketing materials.
Outcome
We delivered outstanding whitepapers, infographics, webpages and landing pages, videos, and other creatives and content needed for the various tactics.
For whitepapers we delivered clean, engaging, informative communications that generated demand, strengthened credibility, and converted leads. For brochures, we delivered accurate infographics that captivated interest, compelled readers to share with their peers, and had event goers set the flyer aside from the bulky ads of other companies and take it home. For videos and web pages we fit in small spaces and time lengths clear, compelling, and credible content that visitors saved for reference.
The resulting assets addressed cutting-edge biotech advancements like stem cell therapies, antibody engineering, and peptide-based treatments, aligning closely with Thermo Fisher’s positioning as an industry leader in innovative scientific solutions.