Over the last year, V Formation developed and executed a tailored digital marketing strategy for Boyds that significantly increased brand awareness, generated high-quality enquiries, and delivered a 21-fold return on investment.

Tapping into the US market

The prime market for medicines development is in the US, where a wealth of funding opportunities and key biotech hubs – many of which lie on the East and West Coasts – drive innovation in the sector. In 2021, as part of its growth strategy, Boyds made the decision to open an office and have a physical presence in the US, recruiting US regulatory and programme management professionals to its team.

Whilst Boyds has always worked with companies in the States, the US is a large market; raising profile and generating new business opportunities is a challenge. However, an overarching objective for Boyds is to grow its US client base, supporting companies developing Advanced Therapy Medicinal Products (ATMPs) and those working in the cell and gene therapy space.

Shaping a digital strategy for Boyds

As part of a broader multi-channel marketing strategy, V Formation worked with Boyds to craft and execute a comprehensive digital strategy. This incorporated the successful roll out of targeted Google Ads and LinkedIn Ads campaigns designed to elevate Boyds’ brand recognition and drive high-value inbound enquiries.

The ads were targeted to key demographics, focused on specific services, and highlighted how Boyds can add value and help companies to expedite their drug development. We started with a small budget, which we have grown significantly over the last 12 months.

Working closely with Boyds’ in-house marketing team, V Formation brought the expertise and know-how in digital advertising. The campaign has now been running for over a year and continues to be a huge success, generating:

• A steady flow of high-quality enquiries, especially from companies in the US
• Hundreds of thousands of impressions, driving brand awareness
• The conversion of nearly £1m in sales to date
• A 21-fold return on investment

Commenting on the positive results of the project, Sue says:

“The success of our digital strategy has been driven by a solid ads budget, high-impact landing pages, and clear, actionable objectives. Our digital strategy has been laser-focused from day one, and the team’s expertise has allowed us to consistently optimise the campaign, delivering maximum results and exceptional ROI.”

Alan Boyd, president and CEO of Boyds, says:

“V Formation has developed a clear digital marketing strategy, which has helped us to grow our market share, establish and develop our brand presence in the US, and deliver a flow of high-quality enquiries, many of which are now clients. It is clear that having digital at the heart of our marketing strategy has helped us to achieve our goals effectively and quickly.”