UNIQO 160 Launch
Role: Product Marketing Manager
As the Product Marketing Manager at EUROIMMUN US, I was the lead strategist and product manager during the UNIQO 160 product launch. I developed and executed a comprehensive go-to-market and marketing strategy to drive adoption and market success. I also created product management and marketing playbooks, crafted all sales and marketing content, and led strategic training sessions to equip sales teams with the knowledge and tools needed for effective engagement.
Objectives
The marketing goals for the UNIQO 160 launch aimed to drive awareness, engagement, and demand in the U.S. autoimmune diagnostics market. Through targeted messaging, multi-channel campaigns, and sales enablement, we positioned EUROIMMUN as an innovator in diagnostic automation, generating leads and strengthening market presence.
Case Studies
Explore three case studies highlighting the GTM strategy, rebranding initiatives, and sales enablement activities that drove the successful launch of the UNIQO 160, showcasing key insights and measurable impact.
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Case Study 1: GTM Strategy
Go-to-Market Strategy for UNIQO 160
Challenge:
A newly launched automation instrument needed a strategic GTM plan to drive adoption in the autoimmune diagnostics market.
Solution:
- Conducted competitive analysis against Zeus Scientific’s dIFine 30 and Aesku’s Helios.
- Developed segmentation & positioning strategy based on market needs.
- Created sales enablement materials (pitch decks, battle cards, FAQs) to empower sales teams.
- Executed multi-channel marketing campaigns (email, paid ads, content marketing).
Impact:
✔️ Achieved 166% of the launch goal within two quarters
✔️ Generated 12 high-probability opportunities, accelerating the sales pipeline.
✔️ Increased product awareness and engagement by 60%.
Case Study 2: Rebranding
Rebranding & Demand Generation Campaign for EUROIMMUN
Challenge:
Low brand recognition was impacting customer trust and engagement.
Solution:
- Led a website and content rebranding initiative to modernize messaging and visuals.
- Developed customer-centric content, including blog posts, email campaigns, and thought leadership pieces.
- Implemented an SEO & demand generation strategy to drive organic traffic.
Impact:
✔️ Increased digital engagement by 300% in 12 months.
✔️ Improved market recognition by 60%, leading to higher lead generation.
✔️ Boosted inbound leads, with a 20% increase in MQLs.
Case Study 3: Sales Enablement
Sales Enablement Strategy
Challenge:
Sales teams lacked effective materials to differentiate the product in competitive deals.
Solution:
- Developed battle cards, sales decks, and competitor comparison sheets.
- Created customer personas and journey maps enabling a more strategic and effective sales approach.
- Launched a training program for sales teams to improve product knowledge.
Impact:
✔️ Increased sales effectiveness, leading to a 40% win rate in competitive deals.
✔️ Shortened sales cycle by 15% due to improved product positioning.
✔️ Boosted rep confidence, resulting in higher engagement during sales pitches.
GTM Strategy
The launch of UNIQO 160 was driven by a strategic go-to-market plan designed to maximize awareness, adoption, and sales impact. This section highlights the key resources, including white papers, sales enablement materials, and digital campaign assets that helped reach launch goals.
Marketing Strategy
Thought Leadership
- White Paper: “Addressing the Need for Automation in Clinical Diagnostics”
- White Paper: “The Future of AI in Healthcare”
Sales Enablement
For the launch of the UNIQO 160, a full suite of sales enablement materials was developed to equip the team with the tools needed to drive adoption. Deliverables included targeted buyer personas, a compelling sales pitch deck, competitive battle cards, and hands-on product training with demo sessions. A professionally designed product brochure and a redesigned tradeshow booth with supporting materials enhanced visibility and engagement. These resources empowered the sales team to effectively position the UNIQO 160, address objections, and accelerate market penetration.
Product Brochure
Tradeshow Booth
Updates included:
- Live demo station
- Back-lit display
- Interactive touch screen with Product Explorer App
- New brochures and flyers
- Goodie bags
Digital Content
To support the launch of the UNIQO 160, we created a suite of digital content designed to inform and engage. A dedicated landing page highlighted key features and benefits with downloadable resources for potential buyers. An introduction video brought the automation process to life, showcasing its efficiency and precision.
Our email campaigns built excitement with pre-launch teasers, a launch announcement, and follow-ups featuring case studies and customer success stories. On LinkedIn, we shared teaser posts, a launch reveal, and expert insights to connect with clinical and hospital lab professionals.
Landing Page
- Required for brochure download
- Utilized for lead capture of email and social media communications
- View more at marketing.us.euroimmun.info/unicorn-of-ifa-automation
Product Videos
- Engaging Product Introduction – Showcases the UNIQO 160’s automation, efficiency, and compliance in a clear and compelling way.
- Strategic Marketing Asset – Designed to drive awareness and support sales efforts through digital campaigns, social media, and email marketing.
- Targeted Audience Reach – Created for clinical and hospital lab professionals, reinforcing key differentiators and workflow benefits.
Teaser Video
Full Product Video
Social Media & Email
Social media and email campaigns were designed to drive awareness and engagement for the UNIQO 160 and its compatible accessories. These campaigns feature targeted messaging, compelling visuals, and clear calls to action, ensuring they resonate with clinical and hospital lab professionals.
What Makes the UNIQO 160 so Unique?
✅ First automated system of its kind with integrated coverslipping.
✅ Load-and-leave process lets you focus on what truly matters.
✅ Minimize errors with reduced hands-on time.
✅ All-inclusive workflow from sample to result!
Learn More Today: https://lnkd.in/eCsYK2YU
#easyefficientexceptional, #UNIQO160, #Automation
BIOCHIP Mosaics enables multiplex testing, providing a comprehensive range of autoimmune testing. With ready-for-use reagents, secure processing, and brilliant fluorescence images through our TITERPLANE technology, EUROIMMUN invites you to witness a new era in autoimmune testing – where excellence meets efficiency.
Learn more today: http://ms.spr.ly/6046i4ANE
#IFAleader, #IFAtesting, #autoimmune, #BIOCHIP
Let’s Work Together
I would love to discuss your projects and opportunities. I’m happy to answer questions and welcome suggestions.
Please allow up to a 24 hour response time or visit my Contact page for alternate ways to connect.