Case Study.

Identified and designed the essential digital assets needed to strengthen brand equity for a genetics assay instrument manufacturer.

The Problem

A fintech firm initially brought in Orchid Black to evaluate a potential transaction and to perform a Value Creation Assessment (VCA) with the goal of identifying areas of opportunity and provide an estimated valuation in the marketplace. 

After performing the VCA, which included reviewing company data, conducting market research, and holding internal and external interviews with stakeholders, Orchid Black quickly identified massive opportunities for growth, but certain factors were inhibiting the organization’s ability to grow.

Key factors included: 

  • Drastic misalignment between the board, investors, CEO and the management team led to an uneven vision, strategy and general roadmap.
  • The goals, metrics and KPIs that the staff was held accountable for did not drive the strategic plan; in part due to inconsistencies in the plan as well as insufficient operational knowledge. 
  • General operational knowledge and processes were insufficient. Despite good content, tech and a go-to-market engine, their system didn’t create a clear hand-off from sales to operations and delivery.
  • Too many key staff held unique organizational knowledge. If key staff left, the company could not recover. 
  • Product pricing strategy was based on a non-recurring revenue subscription, which boosted short-term gains, but lacked long-term sustainability.
  • No clear understanding of who all customers were, what they wanted and how they used their products, as well as a lack of strategy around building customer success. 
The Team
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Background

The Outcome

- Adoption by 400+ US clinicians

- Initiation of two clinical studies

- 1000% increase in website traffic

- Increased conference and partner exposure for CSO

The rapid deployment of a robust, multi-channel, analytics-driven digital presence was the critical driver of growth for this tech player.

The Partnership



The Solution

Orchid Black operators created a digital identity and messaging strategy for the company, implemented across multiple channels, targeting primary personas. The plan encompassed:

  • Brand voice and messaging. Operators conducted extensive market research, identifying competitors and establishing customer pain points and value drivers. The outcome of the research was a re-imagining of the brand and messaging, targeting clinical trial customers and lead researchers at genetics research labs. Rooted in a deep understanding of customer needs, the messaging and communications strategy positioned the company as an innovative solution-provider.
  • Analytics-driven website. A highly actionable, analytics-driven website was the cornerstone of the company’s digital identity. It contained resources and FAQs pertaining to the product, directly answering questions from biotech researchers and medical professionals, driving awareness of the company.
  • Persona-targeted content marketing plan. A multi-channel content publishing plan amplified brand identity by situating company leadership as thought leaders in the genetic assay niche. A strong top of funnel fed into a healthy pipeline; the company gained widespread recognition and buy-in on clinical results reports associated with their product.

    The results were certainly not lost on the company CEO, who had this to say about Orchid Black's engagement: “(OB) helped me to market 2x faster than I anticipated with triple the growth planned in year one.”

The Challenge

A manufacturer of genetic analysis instruments had built a product that made testing in molecular genetics faster and more accurate. What they lacked was the necessary brand equity to communicate the technical features of the product effectively to their target audience: researchers and medical professionals who would need to understand the functionality of the product before requesting a demo. The risk of a failed product launch was real, highlighting the critical need for a strong, multi-channel digital presence.

Leveraging Digital Marketing as an Engine of Growth
The Results



Testimonial

"Orchid Black was able to come up with phenomenal insights in a matter of weeks just by analyzing the data that was already within our own company. That alone was worth every penny of the VCA (Value Creation Assessment)." 

-CEO & Founder, fintech company


This project embodies the archetype of an organization built by a brilliant, visionary founder who has a good product, then builds a successful company as large as he possibly can. However, like most great founders, he eventually hit a wall and needed to bring on a growth partner to make a decision on where to go next. The Orchid Black team was the perfect complement to help take this company to the next level, increase the value of the business, and exit quickly.
––Jim Barnish, Managing Partner, Orchid Black