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Patheon increases leads by 27% while cutting cost per conversion by 22%

Looking to dramatically increase lead generation from their channels, Patheon partnered with Wyoming Interactive to harness key digital marketing strategies that were optimized for both immediate and long-term engagement

Client:
Patheon
Industry:
Life Sciences
Services:
Campaign Management, Campaign Performance Analysis, CRO, PPC, Retargeting
The Opportunity

Maximizing lead quality and volume within budget

Patheon sought to significantly enhance both the volume and quality of leads from their existing Paid media spend. Their goal was to develop a data-led approach to targeting in a bid to drive more leads from the available budget.
The Solution

Purposeful innovation for optimized lead generation

We introduced purposeful innovation by strategically analyzing performance data and deriving key insights to maximize lead quality and volume without additional budget: 

  1. Data-driven Google Ads overhaul
    Rather than simply optimizing at surface level, the team conducted an in-depth performance analysis using Salesforce, diving into the quality of leads generated and how resources were being allocated. The insights gained from this analysis revealed areas where the budget could be more effectively utilized. By adjusting bids dynamically based on lead quality rather than quantity, we unlocked untapped potential in the client’s existing campaigns.  
  2. Retargeting precision
    Through a comprehensive segmentation of audience behavior, the team identified key patterns among returning visitors and warm leads. This enabled us to develop personalized messaging strategies that resonated deeply with segmented audiences. The behavioral audience analysis and targeted approach revealed conversion opportunities that had previously been overlooked, leading to a 107% increase in conversion rates for these retargeted audiences. 
The Results

Transformative success

Our insight-driven approach delivered significant, transformative results for Pharma Client: 

  • 27% increase in marketing qualified leads 
  • 33% growth in sales-ready leads 
  • 12% reduction in cost per lead 
  • 35% surge in conversions 
  • 40% improvement in conversion rates 
  • 22% reduction in cost per conversion 
  • 107% increase in conversion rates for retargeted audiences 
  • 57% reduction in cost per conversion for retargeting 

 The insightful behavioral analysis provided opportunities to significantly increase the precision and effectiveness of retargeting campaigns. The results not only delivered immediate impact but also set the foundation for continued PPC success.