How Elsevier shifted Reaxys perceptions with a strategic messaging framework

Overview

Headquartered in Amsterdam, Elsevier has more than 7,500 employees and serves customers in over 180 countries. Elsevier provides information analytics solutions and digital tools in the areas of strategic research management, R&D performance, clinical decision support, and professional education. The portfolio of solutions includes ScienceDirect, Reaxys, Knovel, ClinicalKey, among others.

Elsevier wanted to better understand how different levels of investment in media and content-led generation impacted the business from a commercial perspective in the short and long term. The company was looking to establish a best practice for balancing investment in customer acquisition and brand support for Reaxys digital program in all sales environments.

In order to properly determine the effectiveness of the Demand generation funnel vs. Lead generation, Elsevier requested us to conduct an in-depth analysis of digital strategy in order to understand what was done in the context of the Reaxys and SciFinder digital programs on chemical and pharmaceutical industries.

Approach

As an integral part of this project, we worked to help Elsevier establish which factors are important in driving consumer choice and decision-making. The purpose of this report was to obtain accurate information that allows Elsevier to evolve its digital marketing strategy based on competitors’ strategies. The analysis included key insights about organic, advertising, and social media channels and helped Elsevier review their program’s objectives and create a solid basis for new projects.

During our analysis, we’ve identified some gaps in terms of outdated messaging and new content opportunities to improve organic traffic and media investment to contribute to increasing both traffic and leads. These clusters of brand communication, in turn, drive consideration, preference, and purchase.

We found that researchers and chemical companies are looking for similar Reaxys’ features in different stages of their research across the drug discovery & development chain. It helps to drive almost as many sales long-term as it does short-term and many scientists are still not aware of Reaxys and the value it can add to their daily chemical information retrieval workflows.

Outcomes

From our conclusions, we have redesigned a new user flow to support the strategic framework development, based on customer needs and challenges, that will improve the user journey through the pages of Reaxys until they arrive at conversion points.

Additionally, we have adjusted the media investment and segmentation to be more aligned with researches’ needs and challenges and to minimize costs and drive new efficiencies. This project gave Elsevier the rationale and the evidence to pursue a successful long-term investment strategy.

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