Case Study: Roche Diagnostics achieves deeper relationships with labs, hospitals and clinicians with Marketo

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

Roche Diagnostics, a global healthcare leader providing diagnostic tools used by researchers, physicians, hospitals and labs, faced a complex sales environment in the U.S. made up of four business units, long buying cycles and a 70% likelihood that customers would stick with existing suppliers. The company needed to move beyond batch-and-blast communications to build lasting, personalized relationships with labs, hospitals and clinicians, gain a singular view of customers and become the industry’s top digital marketing organization.

Roche consolidated on Marketo as its single marketing automation platform, built digital personas and content maps across business units, and paired Marketo with Google Analytics to power campaigns like LabLeaders. The effort delivered a deeper understanding of individual digital behavior, earlier engagement of sales, measurable web metrics and stronger customer nurture—helping Roche emerge as a leading digital marketer in the in vitro diagnostics industry.

Roche Diagnostics

Kris Shorter

Director of Digital Marketing