How CIENCE Targets Clinical Research Companies with Orchestrated Outbound Campaigns For Covance

Key takeaways

Covance partnered with CIENCE for nearly four years to run multichannel outbound campaigns targeting mid-size clinical research companies in the medical and pharmaceutical industries. Starting with a trial that delivered immediate results, CIENCE managed research, targeting, and campaign strategy as an embedded extension of Covance's inside sales team. The partnership generated qualified meetings, expanded Covance's contact list, and strengthened brand recognition across key accounts.

About Covance

Covance Inc. is the world's most complete drug development company dedicated to advancing healthcare and delivering solutions. Their unique perspectives, built from decades of scientific expertise and precision delivery of the largest volume of drug development data in the world, along with their innovative technology solutions, help clients identify new approaches and anticipate tomorrow's challenges as they evolve.

Covance transforms today's healthcare challenges into tomorrow's solutions by offering laboratory testing services to the chemical/agrochemical industries. Covance is also a market leader in toxicology services, central laboratory services, discovery services, and a top global provider of Phase III clinical trial management services.

Christine PaulhusSenior Manager of Operational Strategy

Challenges & Scope

ICP: Mid-size clinical research companies within the medical and pharmaceutical industries.

Product: Safety and Risk management, Clinical Research, Regulatory Affairs, Post-Approval Support Services.

CIENCE Technologies coordinates the lead generation efforts for Covance. After researching appropriate industries and clients, they conduct cold, multichannel marketing campaigns.

One profile, four channels

CIENCE researched Covance's ideal profile, mid-size clinical research companies in medical and pharmaceutical, then reached each account through several channels at once rather than a single cold email lane.

Why CIENCE

"We were looking to expand our contact list, create awareness about our brand, and identify target accounts for meetings."

Covance Marketing Manager

In August 2016, Covance (or Sciformix, before changing names) sought out CIENCE to help with its outbound marketing and lead generation, focusing specifically on mid-size clinical research companies for medical and pharmaceutical industries. CIENCE worked tirelessly to properly research and target individuals and accounts, based on Covance's ideal customer profile, and craft several orchestrated multi-channel campaigns to boost their conversion rates.

"CIENCE is well suited for researching industry targets and creating outreach campaigns," wrote Covance's Marketing Manager. "They always provide valuable feedback and are very timely in their responses."

One trial, three goals

Covance came to CIENCE in August 2016 with three asks: expand the contact list, build brand awareness, and identify target accounts for meetings. A single trial project cleared all three at once.

Results

"We started with a trial project and saw the immediate success"

Covance

After nearly four years of work together, Covance's staff say they feel like CIENCE is an extension of their inside sales team. Throughout the partnership, CIENCE used its skilled research team of SDRs and campaign strategists to promote the organization as subject matter experts and improve its branding and name recognition while establishing meetings at events.

Describing them as "Professional and focused like a true partner," Covance made sure to share suggestions to improve outreach results throughout the project.

"CIENCE teams are very responsive, proactive, and timely. We have had some challenging projects because of my company's delays in providing content, but regardless, CIENCE always completes the project on time."

After each campaign, CIENCE summarized the results with detailed statistics and readjusted strategies as necessary.

"They have been available to meet at any time and could adjust their efforts even when our company needs changes with short notice."

Nearly four years

The trial grew into a partnership that ran close to four years, from 2016 onward. Covance's staff came to describe CIENCE as an extension of their own inside sales team.

Frequently Asked Questions

What results did Covance achieve working with CIENCE?

Covance reported immediate success following an initial trial project, which led to a nearly four-year ongoing partnership. CIENCE helped Covance expand its contact list, generate qualified sales meetings, and strengthen brand awareness among mid-size clinical research companies in the medical and pharmaceutical sectors.

How did CIENCE support Covance's outbound lead generation?

CIENCE coordinated Covance's lead generation efforts by researching and targeting individuals and accounts that matched their ideal customer profile. The team built and executed multichannel outbound campaigns, provided detailed post-campaign performance statistics, and adjusted strategy continuously based on results.

What industries and buyer profiles did Covance target through CIENCE?

Covance targeted mid-size clinical research companies within the medical and pharmaceutical industries. The ideal customer profile focused on decision-makers relevant to Covance's services, including safety and risk management, clinical research, regulatory affairs, and post-approval support.

Why did Covance choose CIENCE for sales development?

Covance selected CIENCE to expand its contact list, build brand awareness, and identify target accounts for sales meetings. CIENCE was recognized for its ability to research industry targets, build tailored outreach campaigns, and remain responsive and proactive even when client-side content or timelines shifted.

Measure, then readjust

After each campaign CIENCE summarized the results with detailed statistics and readjusted strategy before the next one. That loop, running continuously, is why the work stayed effective across four years.