Product Launch & Lead Generation: Uhlmann Pac-Systeme.
Winner at the German Brand Award 2024.
The jury of the German Brand Award has honoured the campaign in the category "Excellence in Brand Strategy and Creation: Brand Communication – 360° Campaign”.
“This award highlights the successful partnership between Uhlmann and wob AG. The jointly developed campaign has not only exceeded our expectations but also significantly enhanced our brand presence. We are proud of what we’ve achieved and view this success as motivation for future projects.”
Christiane Ungemach,Head of Marketing & Communication,Uhlmann Pac-Systeme
Driving Innovation in the Pharmaceutical Market.
An increasing number of pharmaceutical companies are turning to liquid medications, known as parenterals, which are injected directly into the body. This trend poses challenges for pharmaceutical packaging companies, as parenterals are often filled in delicate glass vials or syringes. At the same time, the industry must remain flexible with packaging materials to meet sustainability targets and comply with stringent regulations.
The PTC 200 from Uhlmann Pac-Systeme offers the ideal solution: a machine capable of safely handling both paper and plastic packaging. It ensures the secure packaging of parenterals, minimises risks, and adheres to regulatory requirements, effectively addressing the industry’s most pressing challenges.
Strategic Vision: Building Trust for the Future.
Together with Uhlmann, we developed a campaign that positions the company as a leading expert in the packaging of parenterals, directly addressing the key pain points of the target audience. The goal was to enhance trust in the brand and introduce the packaging solution, the Parenteral Tray Center PTC 200, to the market. The campaign was implemented in two phases:
Strengthening the Brand: Uhlmann as a Visionary.
With the expertise-focused campaign "Ready for more than one Future", Uhlmann presented the target audience with tangible future scenarios for the pharmaceutical industry, positioning itself as a flexible partner for upcoming challenges. A detailed whitepaper provided practical insights and supported the audience in strategic planning.
This allowed pharmaceutical companies to benefit from Uhlmann's expertise and build trust in its solutions even before the specifics of the PTC 200 were unveiled.
Live Experience: Discovering the PTC 200.
The launch of the PTC 200 entered its second phase with trade show appearances and targeted events, offering the audience a hands-on experience. Creative showcases and interactive elements allowed participants to directly explore the benefits of the PTC 200.
This immersive experience vividly demonstrated the machine’s flexibility and future-proof design while connecting these qualities to the real-world challenges faced by the target audience. The holistic presentation left a lasting impression, strengthening trust and providing long-term support for sales efforts.
Success Across the Board.
The targeted combination of expertise and product-focused campaigns delivered impressive results:
- Over 5 million impressions and 52,000 clicks on landing pages across Europe.
- 330 new leads generated through content marketing and the digital event.
- 59 participants at the VIP event and 72 at the digital event.
- Halved time-to-market: Four PTC 200 machines were sold within the first year, even before being physically showcased at live events.
The successful collaboration between marketing, sales, and product management was key to the project’s success. This cross-departmental coordination, initiated by wob, established a unified communication framework and enabled a targeted approach throughout the entire sales funnel.
Marketing Automation and Global Expansion.
Building on the campaign’s success, Uhlmann is planning to implement an Always-On approach in Europe to ensure continuous lead generation through marketing automation. The optimisation of qualified lead handovers to the sales team will soon be extended to markets in the USA and Asia, further enhancing campaign efficiency and effectiveness on a global scale.
“In the pharmaceutical industry, and particularly with our high-investment products, decision cycles often span 18 to 24 months. With the new integrated and digital campaign approach, we had already sold four lines before the first one was even physically showcased.”
Gabi Bauer,Director Strategic Sales & Marketing,Uhlmann Pac-Systeme
About Uhlmann Pac-Systeme.
Uhlmann Pac-Systeme is a global leader in pharmaceutical packaging solutions. For over 70 years, the company has been developing innovative machines and technologies for packaging solid and liquid medications, meeting the highest standards of quality and safety.
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