How Yseop Broke Pharma Industry Benchmarks and Pays 77% Less per Lead

Company Overview

YSEOP is a leader in advancing the clinical data collecting process through artificial intelligence. By automating complex business processes with Natural Language Generation (NLG) technology, YSEOP empowers medical writers to work smarter and faster, freeing them from repetitive tasks. YSEOP’s tools, including specialized applications for report writing, leverage AI to transform complex data into written narratives quickly, accurately, and at scale, available in multiple languages. With a commitment to blending linguistic expertise with cutting-edge technology, YSEOP helps its clients streamline workflows, allowing professionals, particularly in the pharmaceutical sector, to focus on high-value tasks like scientific analysis.

Challenges

In the specialized market of NLG for pharmaceuticals and large enterprises, YSEOP faced several key challenges:

Identifying the Ideal Customer Profile (ICP): In early stages, YSEOP’s digital advertising focused primarily on Google Ads. This approach presented targeting challenges. Specific search terms, like "AI in medical writing," attracted a broad audience, from high-level decision-makers in pharmaceutical giants like Johnson & Johnson to unrelated segments, such as students exploring AI tools for academic purposes.

Lead Quality and Algorithm Optimization: YSEOP encountered issues with inconsistent lead quality. Lower-quality leads impacted the algorithm’s learning, diluting its ability to effectively optimize for high-value conversions. YSEOP needed a more tailored approach to drive profitable, relevant leads.

Navigating a Complex Industry Landscape: Targeting a niche audience within the pharmaceutical industry, while adhering to sector-specific advertising policies, added a layer of complexity to digital advertising. Ensuring regulatory compliance and delivering quality leads required a highly strategic approach across platforms.

Strategies

YSEOP with AdVenture Media’s guidance and direction adopted a multi-platform, precision-focused strategy to overcome these challenges:

LinkedIn Targeting in Niche Membership Groups: To address ICP challenges, YSEOP pivoted to LinkedIn, increasing its ad budget for targeted campaigns within specific pharmaceutical and AI-focused membership groups. By narrowing its audience to relevant brands and decision-makers, YSEOP improved lead quality and relevance.

Tailored Content Downloads Aligned with ICP Interests: To attract high-quality leads, YSEOP developed content downloads that directly addressed common pain points in pharmaceutical workflows, their past success with other clients in the industry that emphasized efficiency and productivity in scientific and clinical documentation.

Enhanced Lead Protection with ClickCease and reCAPTCHA: To prevent bot traffic and spam submissions, AdVenture Media assisted YSEOP implemented ClickCease and added reCAPTCHA to lead forms. This ensured higher-quality leads and reduced waste in ad spend.

Omni-Platform Data Sharing for Enhanced Targeting: With Google Ads and LinkedIn now working together, YSEOP utilized LinkedIn’s quality data to improve Google Ads targeting. This collaborative data approach allowed each platform to inform the other, enhancing campaign efficiency.

Increased LinkedIn Follower Count as a KPI: YSEOP’s marketing team set an end-of-year goal for LinkedIn followers to strengthen its digital presence and credibility. This KPI helped to create organic audience growth and engagement within the platform.

Platforms Leveraged

Google Ads

LinkedIn Ads

Salesforce

Services

Paid Search

Paid Social

Results

13.12% Higher Lead Gen Form Fill Rate** than the Pharma Industry Average.

77.57% Decrease in CPA for Content Downloads** compared to the Pharma Industry Average.

386.87% Higher Lead Gen Document Ad Conversion Rate** relative to the Pharma Industry Average.

330% Increase in Leads Quarter over Quarter** for Document Ads.