Digital Production | UX/UI Design | Email Strategy | Social Media Marketing
Thermo Fisher Scientific Inc. is the world leader in serving science, with annual revenue exceeding $25 billion. With a mission to enable its customers to make the world healthier, cleaner and safer, Thermo Fisher supports customers in accelerating life sciences research, solving complex analytical challenges, improving patient diagnostics and therapies, and increasing productivity in their laboratories.
The global team of more than 75,000 colleagues delivers a combination of innovative technologies, purchasing convenience and pharmaceutical services through industry-leading brands, including Thermo Scientific, Applied Biosystems, Invitrogen, Fisher Scientific, Unity Lab Services and Patheon.
Skip Ahead: The Work | The Results
“The common thread of our partnership with Thermo Fisher is that we support anything that a team needs. We’re embedded, we’re a team member.”
Ian Wilson, Email Marketing Specialist, HMG Creative
Partnering with several premier brands of Thermo Fisher Scientific, HMG Creative team members have been involved in both short-term and ongoing projects in digital production, UX/UI design, email strategy, and social media marketing. For 5+ years, HMG has integrated into various divisions, including the Life Science Group (LSG) and the Chromatography and Mass Spectrometry Division (CMD) as a trusted vendor for this global corporation.
Digital Production (Current)
Utilizing Adobe Experience Manager, HMG specializes in web projects that require updating or creating web pages for eBooks, webinars, etc. From end to end, our team members complete the requested edits for various web pages, receive corporate approvals, and finalize publishing. Throughout our partnership, we have enhanced a significant number of features on thermofisherscientific.com.
Through UX/UI design, we enhanced the method of information collection through online forms. With Thermo Fisher’s customer-base of large, industrial science laboratories, it was important to ensure that the information collected through certain digital forms was verified and that any submitting users were adequately licensed to receive the chemicals, reagents, and other high-grade products delivered by Thermo Fisher. Ultimately, the goal of our design was to create a seamless and effective customer experience.
As the focal point of our partnership for many years, HMG provided end-to-end support for Thermo Fisher’s email production, including overall strategy plus the development of a universal template several years ago that is still in use today.
In this multi-step process, our email specialists built, implemented, and deployed email campaigns. We focused on optimizing for compatibility and responsiveness throughout different email clients.
Social Media Marketing
Working within the Unity Lab Services brand of Thermo Fisher Scientific, HMG’s social media experts managed both organic content and paid campaigns for the Unity Lab Services LinkedIn page.
Upon engagement, Unity Lab Services had already established a sizable following on LinkedIn through ads focused on brand awareness. With new goals of generating more leads and boosting engagement on the website, Unity Lab Services tasked HMG with developing a new campaign structure in alignment with corporate initiatives.
To get started, we developed a comprehensive social media strategy, building out personas for each target audience with detailed characteristics and tailored messaging. We also established a roadmap for our efforts moving forward, including specific goals and metrics to track.
Our team then deployed, managed, and optimized several sets of new campaigns, shifting the focus from engagement on the LinkedIn platform to engagement on the website, while still maintaining social growth. We optimized ads from previous campaigns, setting up more effective tracking to be able to better analyze performance, improving imagery and messaging, and refining audiences.
As a result, we saw an increase in the number of clicks to the website each quarter and have been able to continually refine ads according to ongoing analysis of their performance. We also maintained steady follower growth while redistributing ad spend from platform engagement to website conversions.
HMG Creative has maintained a strong partnership with Thermo Fisher Scientific for many years by focusing on being detail-oriented, exceeding expectations, and communicating reliably. Through opportunities provided by their vendor relations team, we’ve been able to establish ourselves as a trusted vendor and create more need for our expertise.
What started as an engagement within one division of the company several years ago has blossomed into a mutually thriving, long-term relationship, with HMG now fully integrated across multiple teams and divisions within Thermo Fisher. Our partnership is unique, and we enjoy continuing to provide quality work and impressive results through email marketing, digital production, and social media.
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