Case Study Prompt

Background :

The purpose of this case study is to assess your experience across several key responsibilities of the Marketing Specialist: Lead Gen role including:

Campaign Planning

Execution and Project Management

Reporting and Iterative Improvement

As an early member of the marketing team our primary focus is to understand how you would go about addressing the prompt, and in our live discussion understand why you answered as you did, and what past experiences you drew on to shape your responses.

Prompt:

Assume you work for Modern Pharmaceuticals. You’ve made quality products trusted by doctors around the country for a generation. There are other players in that market, and your specific product isn’t always appropriate, but when it is, doctors and clients prefer and recommend your product nearly every time. You have a great business.

Last quarter, leadership at Modern Pharma decided to expand their offering. They’ve built the best X-Ray machine money can buy and they want to sell it to the hospitals who love them. It’s price competitive; Modern Pharma is more focused on making money licensing their software than the X-ray itself. It is a win-win.

The problem is, everyone already has an X-Ray. The technical details are compelling, but without the ability to tell the story of their differentiators, it looks the same as any other at first glance. Lastly, replacing X-rays has always been a challenge and even though Modern Pharma has stood up a fantastic professional services team, awareness isn’t what it could be.

Modern’s inside sales team is ready to demo the capabilities of this product with potential customers as the leads come in.

With your knowledge of the business, please construct a campaign plan for Modern Pharma’s launch of their new X-Ray (feel free to name it, no judgment there).

As you answer, please consider the relative attention (and channel weighting) you would give to:

Cross-selling your existing pharma customer base (a bit of data on your customers can be found on the spreadsheet).

Net new prospecting (and how you might build a funnel).

Opportunities in Awareness phases

Opportunities in Discovery phases

Nurturing identified prospects vs. communicating with unknown leads.

Please propose a test plan for at least one element of the campaign.

Assume the campaign goes well and you get offered the chance to double down on an area of spend. Which channels would you invest further in at scale that you might not have in the early days and why?

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