While multinational CROs may dominate the industry offering one-stop-shop services to their sponsors, boutique and niche CROs still have their place. But how boutique CROs attract clients in 2020 differ from their larger industry competitors with more robust pipelines.
Boutique CROs should ask themselves the following questions:
- Who is my ideal client, and what is their pain point?
- How can my boutique CRO specifically address the needs of this client better than a giant CRO?
The responses to the above questions will be the basis for an inbound marketing strategy that includes a website, a blog, and a social media presence in addition to the plain word of mouth. By providing consistent and accessible value to potential clients through the above channels, smaller CROs will continue to make a dent.
Digital Media: Multiple Channels to Demonstrate Value
Sponsors want to hire CROs that have expertise in the clinical research they’re seeking. Educational level and experience matter. This information and expertise can be communicated not only on a website profile page but through regular blogging on the company website and via social media like LinkedIn. A blank LinkedIn page and a static website lack engagement possibilities and reduce a CRO’s credibility.
Perhaps equally important, clients that seek smaller CROs to outsource their research often expect a high level of customer service, which is personalized and interactive. By using digital media platforms to provide prospects with customer testimonials, previous case studies, and recorded interviews with sponsors, a CRO can establish both credibility and integrity before a live conversation even occurs.
Authenticity in Business Development
Attracting the right clients is essential to creating a positive and productive work relationship as well as retaining sponsors for future work. By presenting an authentic company profile and demonstrating an honest understanding of a prospect’s needs, a boutique CRO will stand a better chance at engaging new sponsors in the highly competitive CRO marketplace.
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