Long form
Long form
Newsletter
Newsletter
B2B, Content marketing, Storytelling, Ghostwriting, Thought leadership, Long form
B2B, Content marketing, Storytelling, Ghostwriting, Thought leadership, Long form
Goal
Goal
Engage scientists in the top 100 pharma
Engage scientists in the top 100 pharma
Content
Content
A sub-branded bi-weekly newsletter, from 2 of Synthace's in-house scientists
A sub-branded bi-weekly newsletter, from 2 of Synthace's in-house scientists
Impact
Impact
0 –> 3,000+ LinkedIn newsletter subscribers in 12 months
0 –> 3,000+ LinkedIn newsletter subscribers in 12 months
"Your newsletter resonated with me"
Associate Director, Drug Product Development
Top 100 Pharma Company
"It's great to read about your experience, I relate to it a lot"
Scientist
Top 100 Pharma Company
Synthace's newsletter wasn't attracting subscribers
When I took over Synthace’s newsletter, I saw an opportunity. Research showed that newsletters were popular among scientists (our target audience). Done well, it would be a great format to invest in. At the time, the Synthace newsletter was an entertaining read. But it was just a round-up of owned content authored by the Synthace marketing team, and it wasn’t bringing in many subscribers.
I turned it into a by scientists, for scientists sub-brand
I reviewed newsletter performance, audience insights, and inspiration from inside and outside our space. Then I defined the strategic goal, and the unique value we could bring to scientists. The result was a sub-brand for brand awareness called Synthesis—where our in-house scientists share relatable stories, plus the latest on modern methods, automation and discoveries in life science R&D.
I recruited in-house scientists and coached them, teasing out story ideas and posts and helping write them up. Once I saw subscribers increasing, I also started cross-posting each edition to LinkedIn.
"Your newsletter resonated with me"
Associate Director, Drug Product Development
Top 100 Pharma Company
"It's great to read about your experience, I relate to it a lot"
Scientist
Top 100 Pharma Company
Synthace's newsletter wasn't attracting subscribers
When I took over Synthace’s newsletter, I saw an opportunity. Research showed that newsletters were popular among scientists (our target audience). Done well, it would be a great format to invest in. At the time, the Synthace newsletter was an entertaining read. But it was just a round-up of owned content authored by the Synthace marketing team, and it wasn’t bringing in many subscribers.
I turned it into a by scientists, for scientists sub-brand
I reviewed newsletter performance, audience insights, and inspiration from inside and outside our space. Then I defined the strategic goal, and the unique value we could bring to scientists. The result was a sub-brand for brand awareness called Synthesis—where our in-house scientists share relatable stories, plus the latest on modern methods, automation and discoveries in life science R&D.
I recruited in-house scientists and coached them, teasing out story ideas and posts and helping write them up. Once I saw subscribers increasing, I also started cross-posting each edition to LinkedIn.
About Synthace
Synthace helps life science R&D teams design and automate powerful experiments within short, predictable timelines. Their platform empowers scientists to accelerate progress in one place and run experiments previously thought impossible.
About Synthace
Synthace helps life science R&D teams design and automate powerful experiments within short, predictable timelines. Their platform empowers scientists to accelerate progress in one place and run experiments previously thought impossible.
annmad97@gmail.com
I’m always up for doing good work with good people. If that’s you, let’s chat
I’m always up for doing good work with good people. If that’s you, let’s chat
annmad97@gmail.com