Sartorius Marketing Campaign: BioSMB Platform

Reshaping How Biomanufacturers Achieve Purification

Sartorius' BioSMB platform is a disruptive technology that is reshaping the purification step in biomanufacturing. This technology addresses key bottlenecks of batch chromatography (high cost and low throughput) by improving productivity 3-5x while substantially reducing investment costs, without impacting product quality. But, to achieve these benefits the user must swap their conventional chromatography step for the BioSMB technology, one that is met with resistance and fear in a classically risk-averse and conservative industry.

To break this barrier and overcome the fear, we developed a campaign that not only raised awareness and educated our audience about the benefits of this technology, but also addressed how ‘simple’ and low-risk it is to integrate BioSMB into their process. We’ve positioned our technical team to not only support the product but also support regulatory-related discussions to fully-assist customers on their journey to leaner, next-generation manufacturing strategies.

BioSMB Platform Landing Page

Content Strategy

Campaign Highlights

Campaign Results

Meet the Team

Content Strategy

Data-Inspired Storytelling

To overcome the complexity perception and the aversion to change, we utilized a data-inspired storytelling approach that included key proof points and unique selling points that simplified how we told this complex story.

Our content strategy addressed the entire customer journey, from awareness through engagement and conversion stages. A primary focus was to generate awareness through top-of-funnel content, ultimately driving leads to register for a live virtual demo of the solution. This event demonstrates the ease of installation while outlining the benefits this new technology brings, including data and proof points from real-world applications.

The overarching theme of our creative thought-process was to bring this complex solution to life with the science, data, and proof points necessary for the scientist audience, but to simplify the way we talked about the challenges, the benefits, and why this solution is the right choice.

We searched for the ‘aha’ moments that would help the customers overcome the complexity barrier and allow them to understand how they could implement this system into their own unique process.

2D Animated Video

Virtual Demo (Short Version)

Assets Covering the Customer Journey

We used an integrated marketing communication strategy spanning our paid, owned, and earned channels and put our key messages and assets at all critical customer touchpoints.