professional society
CASE STUDIES > Professional Society
Lead generation for a
Global Professional Society
To grow their Custom Training business unit, the client needed to engage decision-makers in life science companies that required tailored training services to solve pressing operational and compliance challenges.
The Challenge
Our client, a global professional society focused on advancing pharmaceutical engineering and manufacturing, needed to drive business growth for its Custom Training business unit. This unit offers tailored training programs to help pharmaceutical companies address regulatory compliance, improve GMP and QMS processes, and bridge critical skills gaps within their workforce.
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The client’s target audience consisted of mid- to large-sized pharmaceutical companies, especially those facing regulatory challenges or rapid growth. However, the client faced competition from established industry organizations like PDA (Parenteral Drug Association) and ASQ (American Society for Quality), which also provide high-quality training solutions.
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To differentiate and grow the Custom Training business unit, the client needed to engage decision-makers in companies that required tailored training services to solve pressing operational and compliance challenges.
The Solution
Outbound Pharma developed a targeted lead generation strategy specifically designed to help the client’s Custom Training business unit acquire more business. The approach centered on reaching pharmaceutical companies with a need for customized training solutions to enhance regulatory compliance, GMP, and QMS processes.
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Key Campaign Elements:
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Targeted Audience Segmentation: We identified and segmented the target audience based on the client’s Ideal Customer Profile, which included manufacturers of Oral Solid Dosage, Injectable Drug, and Biopharmaceutical products. We prioritized companies that were experiencing growth or facing regulatory challenges and needed immediate solutions through professional training.
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​Engaging Content and Messaging: Outbound Pharma crafted content tailored to decision-makers responsible for training and compliance. This content demonstrated the unique value of the client’s customized training programs, including their ability to address specific regulatory requirements and operational challenges.
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​Lead Qualification: To maximize conversion potential, we implemented a stringent lead qualification process, ensuring that only high-quality, pre-qualified leads with both authority and budget were forwarded to the client’s sales team for follow-up.
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​Multi-Channel Campaign Execution: A multi-touch email campaign was launched, supported by LinkedIn outreach and other digital marketing efforts, ensuring sustained engagement with prospects over time.
The Results
Within 4 months, Outbound Pharma successfully helped the client’s Custom Training business unit acquire more business through the following outcomes:
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Outbound Pharma targeted 108 companies in the EU and 137 in the US (total: 245).​ The campaign produced 1,710 contacts with a focus on companies needing professional development and customized training.​
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Within 4 months, the client’s Custom Training unit acquired 15 new customers, including leading pharmaceutical and biotech companies. These new clients represented a more than $500,000 in new revenue.
​​​Through a targeted and efficient lead generation strategy, Outbound Pharma helped the client’s Custom Training business unit stand out from competitors like PDA and ASQ. The campaign effectively engaged decision-makers responsible for staff development, GMP compliance, and operational efficiency, enabling the client to secure new business and grow its influence in the pharmaceutical industry.
“The outcome exceeded our expectations. We enrolled more corporate clients for our training programs than we did in the last two years combined. ”
VP, Business Development & Marketing