THE OBJECTIVE: As a starting point, Thermo is seeking a means to showcase the Orbitrap-related science being produced on a daily basis by internal R&D and customers in an effort to reinforce scientific leadership and demonstrate how the instrument was used optimally. Secondarily, the aim is to help differentiate the broad product line for both customers and the sales team based on specific application requirements to reduce pre-sales demos on multiple instruments. Finally, Thermo wants to establish a “virtual community” hosted by the company to attract and retain Orbitrap customers.
THE CHALLENGE: While well established in the high-end proteomics research space, the company is now setting its sites on more routine research applications. The challenge is to parlay the success from the top of the market to help gain traction in the mid-to-lower end. But with so much content being generated both by Thermo R&D and customers, it has become very difficult to gain access to the materials. Moreover, the multi-instrument product line is causing confusion both internally and externally about which is the right system for a particular application. As a result, the company cannot meet the demand for pre-sale demos on multiple instruments for a single sale.
THE RESULT: MOD.LS worked with a small internal team at Thermo to develop a content-rich microsite as a central repository for product, technology and application content while forming a community portal for scientific exchange.
The site includes an Orbitrap Library with peer-reviewed papers, scientific posters, application notes, case studies, and presentations organized and searchable by application. Applications pages present overviews, workflows, and reference materials, along recommend systems to help visitors select the optimal instrument for their particular research needs. Community pages contain a job board, key opinion leader profiles and user stories to establish a personal link between the company and its customers. Technology pages explore the core technology, it’s history and inventors, and available resources for top system performance. Product pages tell the instrument story with animations, schematics, specifications, applications, and resources along with spotlighting NPIs and incentives. News & events pages give visitors a window into current happenings at the company, and where to see the instrument and meet other users. The membership page allows users to profile their interests and receive weekly digests of new content based on their selects, while giving the sales and marketing teams deep insight into the user and prospect communities.