1. Laboratory-Developed Tests
How to Grow Demand for
Laboratory-Developed Tests
A Content Marketing Guide

2. Dream
Website
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3. Reality Physicians are difficult to reach.
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4. Reality Physicians are difficult to reach.
It is rare for a strictly commercial message to break through their firewalls, much less get serious attention.
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5. New Reality You better create a relationship with her, too.
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6. New Reality You better create a relationship with her, too.
She may know more about her testing options than her primary care physician does.
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7. Physician Adoption Factors
Visible
Reliable
Unique
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8. Physician Adoption Factors
Visible
Your brand must be highly visible in the relevant market and identified as authoritative, ideally associated with thought leadership.
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9. Physician Adoption Factors
Reliable
Tests must be well-validated to get adoption and reimbursement, ideally including technical validation, prospective clinical validation, and data covering outcomes, decision impacts, and health economics.
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10. Physician Adoption Factors
Unique
Key differentiators must be communicated clearly and consistently. For tests with significant competition this is particularly important. For novel tests there must be data that compares with existing standards of care.
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11. Solution
It is no longer sufficient to merely publish a website and expect physicians to find it and place an order.
Website
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12. Solution
MD Infographic
You need to connect with physicians using objective content that adds value to their practice.
Infographics or white papers can be effective for grabbing attention, and blogs for maintaining it.
MD Blog
Website
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13. Solution
MD Infographic
Pt. Whitepaper
MD Blog
Pt. Blog
Website
The same kinds of objective content are also effective with patients.
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14. Solution
MD Infographic
Pt. Whitepaper
MD Blog
Pt. Blog
Website
Web
inar
Webinars are very effective for developing relationships with physicians, and even patients.
Web
inar
Web
inar
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15. Solution
MD Infographic
Pt. Whitepaper
MD Blog
Pt. Blog
Website
Micro
site
Web
inar
Web
inar
Micro-sites are often effective for centralizing data and for search engine optimization.
Web
inar
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16. The Marketing Molecule
Company
Website
Product
Microsite MD
Blog
Patient
Web
inar
Whitepaper
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17. One Function CURIOSITY ORDERS Company Website Patient MD Blog Product
Microsite MD
Blog
Patient
Web
inar
Whitepaper
CURIOSITY
ORDERS
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18. Elegant Company Website ORDERS Patient Blog MD Blog Product Microsite
Whitepaper MD
Whitepaper MD
Blog
Patient
Blog
Company
Website
ORDERS
Product
Microsite
Web
inar
Product
Microsite
Web
inar
Web
inar

19. Flexible ORDERS Company Website Patient MD Blog Product Microsite Web
inar
Whitepaper
ORDERS

20. Receptive … 95% 75% PPC, Display Ads Email, Shows Paid Direct
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21. … and Generative 95% 75% PPC, Display Ads Email, Shows Shares SEO Paid
Direct
Shares
Earned
75%
Organic
SEO
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22. Highly Connected MD Patient Blog Company Website Product Microsite
inar
Whitepaper
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23. Systematic MQLs SQLs Paid Direct Earned Organic
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24. Content & Voice by Stage
Typical Content
Appropriate Voice
Research Reports
White Papers
Infographics
Technical Blogs
Objective
Zero promotion &
uniquely informative
Awareness
Contextual
Mention offerings
alongside other alternatives
Treatment Guidelines
Webinars
Videos
Consideration
Comparative
Head-to-head; focus on differentiators
Publications
Product Guides
Order
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25. Getting Started

26. Typical LDT Launch Checklist✔
Customer profiles ✔
Detailed marketing plan ✔
Optimized company website ✔
Product micro-site(s) ✔
Blogs for doctors & patients ✔
White papers for doctors & patients ✔
Webinar series ✔
Marketing automation ✔
Initial contact list ✔
Content calendar
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27. Typical Six-Month LDT Launch Plan
Week # 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Define Campaign Goals & Customer Profiles
Develop Content Marketing Plan & Calendar
Research & Draft Objective Content
Promote Objective Content
Create & Promote Microsite, Including Validation Data
Setup & Utilize Marketing Automation
Webinar 1: Field Overview
Webinar 2: KOL & Offers vs. Standard of Care
Webinar 3: KOL & Performance
Nurture Leads & KOL Relationships
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28. Typical Launch Plan Deliverables: 1/3
Content
Description
(1) Set of Customer Profile(s)
Primary research should be conducted to create a complete picture of customer intent, along with an understanding of the kinds of content with which customers (physician and patient) will engage, and how they will prefer to receive it.
(1) Content Marketing Plan
Once customer intent is well-understood, a detailed Content Marketing Plan (CMP) must be drafted. Studies show that content marketing campaigns with well-iterated strategies and tactics are far more successful than those without. Clear, measurable goals must be central to the plan.
(1) Initial Mailing List
Initial hand-curated lists of prospects for each customer group should be developed ( ). These cohorts will be used to validate content engagement, and to kick-start communication efforts.
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29. Typical Launch Plan Deliverables: 2/3
Content
Description
(1) Primary Objective Content Piece
The cornerstones of the campaign are typically infographics, research reports, or white paper that are based on proprietary primary research. Physicians are a discriminating audience, so the content must be compelling and unique. Content should be created for patients as well.
(4) Blog Article per Month
A typical campaign includes physician and patient blogs, or other kinds of support resources for patient groups, covering the relevant disease/treatment areas. A minimum cadence for new posts is 1 per week, and successful blogs will often utilize a mix of content types and sources.
(1) Microsite
It is almost always important to have a microsite where all of the key information about a test lives. Not only does this make it easier for a physician to research the test, it also improves opportunities for search engine optimization.
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30. Typical Launch Plan Deliverables: 3/3
Content
Description
(1) Installation of a Marketing Automation Platform
Another tool that is usually essential for effective content marketing is a marketing automation platform such as HubSpot, Act-On, or Marketo. These platforms act as central repositories for all contacts, central distribution points for ing and social media, and provide dashboards that track effectiveness of all efforts.
(3) Planned & Promoted Webinars
Webinars should be a consistent part of an LDT developer’s marketing program, and at least three should be used for launch campaign. Often these webinars start with purely objective content, and become progressively more focused on promoting the attributes of specific tests. MD or PhD presenters are usually best for physician webinars, and although more time-consuming, recruiting KOLs or partner companies/organizations is usually highly desired.
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31. ROI Examples
Example 1. National Launch Campaign for a new LDT for diagnosing a rare inborn error of metabolism that replaced an existing diagnostic gold standard
Strategy: 12-Month Launch Campaign to develop relationships with KOLs and other physicians by direct engagement, by developing patient-facing and physician-facing information resources, and by promoting with social media, paid media, and webinars. Leads were nurtured with consistent delivery of blog and webinar content.
Marketing Investment: $75k over 12 months
ROI: Over 200 new relationships with physicians directly attributable to the campaign, and test growth exceeded goal in the first two quarters following the campaign. Marketing investment earned back within 18 months of campaign initiation.
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32. ROI Examples
Example 2. Regional Re-Launch Campaign for a portfolio of LDTs for measuring CYP450s
Strategy: 6-Month Re-Launch Campaign to build awareness among physicians regionally, with a focus on psychiatrists. Micro-site developed for this therapeutic area, and webinar series developed promoting the need for testing. Infographics developed for target audience.
Marketing Investment: $30k over 6 months
ROI: Hundreds of new relationships with physicians resulted from the campaign, the majority from within the target group. Test order volume exceeded goals in the 12 months following the campaign, and a follow-up campaign is planned for building patient awareness.
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33. Launch Timing “You may delay, but time will not…” - Benjamin Franklin
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34. http://www.audettegroup.com inquiries@audettegroup.com 541-647-0768
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