AT A GLANCE
PrecisePK’s marketing team consists of collective efforts from each team member, requiring different team members to collaborate to effectively promote the company. As part of the marketing team, I work closely with the business development specialist and sales & operations team to ensure a cohesive and coordinated approach in spreading the word about PrecisePK. The team leverages social media platforms such as Linkedin, Twitter, and Instagram, as well as contribute to the company blog and literature page, to amplify the company’s message and goal. As part of the marketing team, I aimed to increase brand visibility and reach a wider audience by creating
As the UX Designer and Graphic Designer, my responsibility was to create visually appealing and impactful content that resonates with our target audience. Through thoughtful design choices, I aim to use PrecisePK’s branding to create fun and colorful posts that capture PrecisePK’s product and effectively communicate their value. Through successful marketing and design, I was able to assist in driving engagement and fostering brand recognition across various social media platforms.
THE TEAM
Etania Cheng - UX Designer, Graphic Designer
Vivian Liu - Business Development Specialist
Christy Xie - Accounts Manager
Katie Ninh - Sales & Operations Manager
Due to confidentiality agreements, I’m unable to share all marketing content and research publicly. However, if you would like to learn more about my work and my process, I’d love to share more details in a private meeting :)
TOOLS
Figma
TIMELINE
Ongoing
Marketing Objectives
At PrecisePK, our marketing objectives are designed to elevate the company’s brand visibility. While our goal is to grow as a company, we also want to be able to elevate the company’s brand visibility and drive user engagement. Below are two key objectives that are key to guiding our marketing efforts.
Brand Awareness and Recognition. One of our primary objectives is to increase brand awareness and recognition within the healthcare industry. We regularly implement comprehensive marketing campaigns across various channels, tagging creators and authors to research articles to establish PrecisePK as a trusted and reputable brand among healthcare professionals and field.
Customer Engagement and Conversion. We also prioritize fostering meaningful customer engagement and create a positive & interactive experience for our target audience by encouraging them to actively engage on social media through posts such as Precise Learn, a quizlet style flashcard post to test the knowledge of pharmacists and pharmacy students, or providing journal recommendations that are also posted in our company’s Literature Page. By implementing customer centric marketing strategies, we aim to build strong connections with our audience, cultivate brand loyalty, and increase customer retention.
Marketing Challenges
As a small startup, our marketing team was not well established before I joined the team. So while there were a couple posts every now and then, there wasn’t enough to build a strong brand presence in the healthcare market. While it is important to continuously overcome these challenges as a small startup, here are some challenges that we have encountered and successfully addressed.
Establishing a Brand Presence. One of our significant marketing challenges we faced was establishing a brand presence, particularly on social media platforms. PrecisePK is the oldest and most established company compared to our competitors such as DoseMe and InsightRX, however, we lacked activity and visibility on social media due to not having a well established marketing team. This posed a challenge as we had to create a social media brand from the bottom. I had to collaborate closely with the team to define our brand voice and look, create engaging content, and assist in implementing posting schedules. During my time here, the team was able to increase brand visibility on social media and expanding our reach.
Overcoming Market Competition. PrecisePK faced competition that was regularly active on social media, which required us to find unique ways to differentiate ourselves and communicate our value effectively. The team worked together on identifying our key differentiators and our best features to develop a compelling messaging strategy. We focused on highlighting Bayesian dosing, our wide drug range, and being able to treat a diverse population. By emphasizing our unique value proposition and demonstrating our expertise, we were able to overcome market competition and gain traction in the healthcare industry.
Social Media
While I can’t disclose PrecisePK’s full marketing strategy, feel free to take a look at our social media and how we’ve grown.
Literature Page
As part of PrecisePK’s continuous growth, a Literature page was also created further bring visitors to our website and increase engagement by providing valuable resources and educational materials on Vancomycin AUC Dosing, MIPD (Model-Informed Precision Dosing), TDM (Therapeutic Drug Monitoring), and information on other therapeutics. This curated collection includes research papers, case studies, and scientific articles that not only demonstrate the company’s commitment to staying at the forefront of pharmacokinetic research, but also offering a centralized platform for healthcare professionals to access relevant literature to grow their knowledge and trust in PrecisePK’s expertise.
While creating the literature page, I completed a competitive analysis was done on competitor literature pages and this allowed for a more unique experience for users looking to discover relevant literature on pharmacokinetics and Bayesian dosing technology.
By understanding what some of our competitors literature/resources page contain or lack, I was able to create a literature page that allows users to see all the categories available, provide a consistent user interface, and include a short summary for each research article so users have the option to click directly and visit the full article. In PrecisePK’s literature page, I’ve also provided a column for featured articles and ensure that we only provide articles with full-text access.
Take a look at PrecisePK’s Literature Page here.
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