Case Study: Patent Cliff
Lead Generation & A New Revenue Stream
Innovate Legal, a boutique law firm specialising in commercial litigation, engaged Isaac Parker to help them build a digital marketing strategy for their pharmaceutical patents team. We delivered a publishing platform to drive lead generation through thought-leadership content, and a premium High Court monitoring service which opened a new revenue stream for the firm.
Diagnosis and Digital Strategy
Although initially hired to develop a simple marketing site, our diagnostic process uncovered a valuable source of information relating to active pharmaceutical patent cases, which was being delivered free-of-charge to existing clients. We identified several alternative markets for the data and proposed the development of a premium information service to provide an additional revenue stream.
The risk inherent in launching a new product were greatly reduced through our prototyping methodology which gave Innovate Legal early access to a fully functioning model of their new site. This enabled Innovate Legal to collaborate in the development of the site and ensured the final site is effective in meeting the needs of their target customers.
A subscription to PatentCliff Premium provides access to enhanced information and intelligence about important upcoming patent expiries, as well as ongoing patent cases that may bring forward the expected date of first generic entry. It offers insights into the strengths and weaknesses of the existing patent protection around certain molecules in Europe, as well the threats posed by means of litigation brought by generic competitors.
The publication which deals with pharmaceutical patent expiries is know in the industry as "The Orange Book" and Innovate Legal were keen to see this colour reflected in the design of the site. Creative treatments were designed to reflect Innovate Legals's brand values of doing things differently and particular attention was paid to the design of calls-to-action in order to drive visitors towards the lead generating features of the site.
Integrated Digital Marketing
Following a successful design and development phase an integrated digital marketing plan was formed to guide Innovate Legal through the launch phase. The launch was supported with a targeted social media and email marketing campaign.
We were impressed with Isaac Parker’s knowledge and professionalism from the outset. At the initial briefing meeting, we outlined the purpose of the website and how, in our minds, we thought it might look and function. Over the course of several weeks, our ideas were developed and ultimately translated into a polished product with which we are delighted.
We found that Isaac Parker’s existing legal knowledge and awareness of the market removed most of the burden from us in conceptualising and developing a website containing technical legal content.
Whilst highly structured, we found the development process smooth, efficient and ‘user-friendly’. Momentum was maintained throughout the process with regular meetings, but without being overbearing or placing unrealistic time demands upon us. Additionally, we always felt comfortable making amendments or changing tack from time to time.
Isaac Parker were highly professional throughout. We would recommend the services of Isaac Parker to other professional services firms without hesitation.
Head of Patents