Case Study: Roche Diagnostics achieves deeper engagement with labs, hospitals and clinicians with Adobe Marketo Engage

Roche Diagnostics builds deeper relationships with labs, hospitals and clinicians with Engagement Marketing

Roche Diagnostics, a global leader in in vitro diagnostics, needed to build deeper relationships with labs, hospitals and clinicians amid long, complex sales cycles and a 70% incumbent retention rate. Fragmented, department-level marketing automation left the company without a single view of customers, limiting personalization and early engagement.

Roche standardized on Marketo Engage, built digital personas and content maps for each stage of the buying journey, and paired Marketo with Google Analytics to track digital behavior. The unified approach delivered a holistic customer view, enabled more relevant multi‑channel communications (notably the LabLeaders campaign), supported skills‑development outreach, and helped involve sales earlier in the process.

Roche Diagnostics

Kris Shorter

Director of Digital Marketing