Biotexcel social media marketing

Biotexcel is a knowledge-sharing company, focusing on the use of genetic technologies for improving human health. Their key areas are diagnostic tests and the use of DNA technologies in clinical applications. They organize knowledge dissemination events, fostering an atmosphere conducive to networking and collaboration, to advance the use of genetics in improving health and personalized medicine.

The company wanted to attract delegates, speakers and sponsors to their science conferences and workshops. Biotexcel was:

  • Using mostly conventional marketing
  • Keen to exploit social media for publicity and marketing

However they lacked expertise in-house. I took responsibility for Twitter and Facebook accounts and improved their social following:

  • Increased their Twitter follower numbers four-fold
  • Exploited my background in the life sciences to help in choosing content for posts and updates
  • Targeted people most likely to be interested in Biotexcel’s events

One of the key aims of the campaign was to build long-term relationships; keeping in touch with Twitter followers and Facebook contacts in order to raise interest in future events in 2014 and beyond. But I did more than that:

  • Twitter conversations and Facebook posts / likes were followed up, wherever appropriate, by targeted email inquiries or phone-calls
  • Converted followers into sponsors, clients, or delegates
  • Recruited excellent speakers
  • Persuaded companies to sponsor parts of the conferences and workshop e.g. drinks reception or conference booklets
  • Perhaps most importantly, got delegates to fill places at the events.
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