GLOBYZ CDAP

Globyz's digital adoption plan illustrates how to use content marketing to improve customer acquisitions across its complex sales channel.

Client

Globyz BioPharma Services (Globyz) specializes in clinical trials material supply, specialty medicines, wholesale, distribution and third-party logistics, and warehousing in the life sciences, healthcare, and pharmaceutical sectors.

Brief

GLOBYZ applied to the Boost Your Business Technology Grant from the Canada Digital Adoption Program (CDAP) for an opportunity to receive the following: 

1. A grant of up to $15,000 covering 90% of the costs for a digital adoption plan developed by a registered digital advisor (me);

2. Up to $100,000 in interest-free loans from the Business Development Bank of Canada (BDC) to help implement their digital adoption plan;

3. Up to $7,300 in wage subsidies to hire a student or recent graduate to help execute its digital adoption plan.

Challenge

Globyz has a complex sales process, including numerous touchpoints (social media outreach, follow-up emails, telephone calls, and in-person meetings). Its primary marketing channel is global trade shows, and its sales reps use LinkedIn to gain access to ideal prospects.

Globyz has high-quality service standards, delivering end-to-end integrated solutions tailored to each client's needs - becoming a seamless extension of the client's supply chain. It seeks long-term relationships, forming deep connections by creating essential partnerships between its staff and customers.

The Globyz management team and scientists have extensive sourcing, clinical packaging, supply chain and clinical trials backgrounds, offering deep experience and regulatory management expertise in the pharmaceutical industry.

Globyz's primary objective for the digital adoption plan is to improve customer acquisition through effective content marketing, leveraging the thought leadership of its highly experienced staff.

Strategy

Globyz's plan includes recommendations from the Content Marketing Institute (CMI) to improve its content marketing strategy, planning, and execution to enhance customer acquisition throughout its sales cycle. In addition, it recommends tools to help discover and identify topics (Jasper) and to improve content quality (Grammarly).

The plan helps Globyz identify the essential pillars for its content marketing strategy using Stregyzer's Value Proposition Canvas to map issues that resonate with its target audience and link to relevant value propositions.

Using the CM Brand Hero's Journey and Tamsen Webster's Red Thread Framework, it offers story constructs to help content contributors consistently build stories that capture the audience's attention.

Globyz can gain inspiration from the power of artificial intelligence (AI) to develop content for its website and blog. Jasper promotes itself as an on-brand AI content creator. It claims to reduce the time required to create first drafts by 80% while increasing content downloads by 40% with a 3.5x return on investment.

Like Jasper, Grammarly utilizes generative AI to provide a consistent experience of robust, real-time feedback on your writing. It has an intuitive writing environment, or you can work directly in your preferred applications, such as web browsers, desktop apps, email clients, MS Office tools, Google Workspace tools, and more.

Results

Globyz's implementation roadmap includes work plans with a corresponding timeline, identified dependencies, technology and implementation costs for moving forward with the digital adoption plan recommendations.