THE OBJECTIVE: Lead Agilent’s marketing communications efforts to penetrate the life sciences marketplace with applications-based solutions stories.
THE CHALLENGE: Well-entrenched in chemical analysis market but virtually unheard of in life sciences, Agilent’s new biz unit operates in a start-up mode with limited applications, sales and marketing resources within a complex, matrixed organization. The mandate to penetrate this market quickly is of primary concern.
THE RESULT: The fledgling team introduced a powerful DNA microarray platform, an expanded portfolio of LC/MS instrumentation and software for proteomics/metabolomics, and an extensive bioinformatics software platform. In twelve months, the new division generated 18% of Agilent’s revenues totaling more than $1B and increased it’s presence in the academic and research markets by 50% year-over-year.