Lundbeck
At A Glance
85%
35%
Backstory
With its products registered in over 100 countries across the globe, Lundbeck has employees in more than 50 countries. Their primary buyer personas include general practitioners, psychiatrists, hospital pharmacists, and heads of mental health departments.
Backstory
With its products registered in over 100 countries across the globe, Lundbeck has employees in more than 50 countries. Their primary buyer personas include general practitioners, psychiatrists, hospital pharmacists, and heads of mental health departments.
Challenge
For most of us, the COVID-19 pandemic has presented unprecedented challenges and compelled us to redefine the ways we’ve been doing business. Lundbeck’s situation was no different either. They needed a new way of operating in the new normal.
They realized that they would need to transform digitally if they were to continue being profitable. Of course, the easiest and the simplest way to do this would be to run digital ads. However, this was easier said than done.
Every ad network has extremely stringent regulations in place for pharmaceutical companies. This makes it immensely challenging for pharma companies to run Google Search ads or Facebook/LinkedIn display ads.
Lundbeck realized that they would need to leverage the power of content marketing and SEO in order to achieve their marketing goals. They also wanted to speed up their sales cycles which were typically very long (up to 2 years) and break the revenue ceiling they had hit in southeast Asia.
That’s when they reached out to us. Lundbeck needed an expert partner with a rich experiencein solving similar challenges. Our legacy of working with businesses of various sizes and industries, helping them realize their digital transformation goals and fulfilling them.
The Solutions
In addition, we would use marketing automation to design the UX and help them generate more leads from content marketing. And finally, we would enable their salespeople to break their revenue ceiling and shorten their sales cycles. So, here’s what we helped them with:
1. Content Co-Creation & SEO
Our objective was to create content that ranks well on Google and educates Lundbeck’s audience personas about different types of mental illnesses, new research on these topics, and new kinds of drugs available for treating these conditions.
So, Lundbeck and we collectively came up with the idea of building a content-based site called Progress in Mind to educate their ideal buyer personas.
It was meant to keep doctors in the know of things related to mental health as well as to inform new doctors about Lundbeck’s offerings. Mental health practitioners familiar with Lundbeck’s brand could also refer other doctors they knew to the site to learn more about a particular disease or topic.
Some of the content on the site was produced by Lundbeck’s in-house team, while we co-produced some of it with them. For example, we knew from our experience that people don’t like to read long whitepapers, so we picked snippets of their research papers to present the content in the best light. Here’s an example of an article we co-produced:
2. UX Design
We also designed the UX for Lundbeck’s new content-based site. For example, if one of their ideal audience personas clicks the Sign up tab, they would be directed to a form. In it, they would need to enter a few details such as their name, email address, and profession before they can sign up for their newsletter.
Next, we built an intricate email journey for their ideal buyer personas in Salesforce Pardot, the marketing automation tool they were using. So, once someone signs up for their newsletter, we would indoctrinate them with our email journeys as shown below.
So, once a person signs up, they would be receiving a generic email thanking them for their interest, split intentionally with information on various topics, to gauge their specific interest. Here’s one such example:
Source: Ahrefs
Then as they start to engage with certain types of content, we would mark their interest and send them a series of emails containing very specific information based on their interests.
For example, if they are interested in learning about depression, we would send them an email with specific information about it, then increase the depression email count by 1, and add them to the depression email list.
Then, depending on their interest, we would be sending them more content. The types of content would not be restricted only to articles, but others as well. For example, based on the earlier indoctrination journey, we would inform prospects about webinars they might want to attend, as shown below:
3. Sales Enablement
Finally, we also helped Lundbeck with sales enablement. As prospects start to engage more through the email journeys we set up in Pardot, salespeople at Lundbeck would be notified using the lead scores in Pardot. They could then re-engage with these prospects to drive more sales and reduce the sales cycle.
For example, if a doctor has been historically buying drugs from Lundbeck to treat depression, but starts showing an interest in Parkinson’s disease, salespeople can re-engage them and start a conversation to nurture their interest. This went a long way in breaking the revenue ceiling they had previously hit in southeast Asia.
Results
They recorded an 85% increase in their overall prospect engagement levels. The duration of their average sales cycle reduced by 35%.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
Recent Case Studies
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