Case Study

Quality Score Campaign

Overview

To help ProPharma Group’s Quality and Compliance Service Line reach its ambitious revenue goal of $122 million, I created and executed the Quality Square Campaign, a scored questionnaire that assessed organizations' quality systems and provided tailored recommendations. The campaign generated 150+ leads in the first two weeks, driving rapid client engagement and helping us achieve our annual goal by October.

Introduction

In the highly competitive pharmaceutical, biotech, and medical device industries, ensuring regulatory compliance and quality systems is essential for getting products to market. At ProPharma Group, I led the marketing efforts for the Quality and Compliance Service Line, which saw its revenue goal increase from $75 million to $122 million. To meet this challenge, I developed and executed a data-driven, interactive marketing campaign that directly engaged potential clients and accelerated sales conversions.

Challenge

  • Increased Revenue Target: The service line’s goal grew from $75M to $122M, requiring a significant boost in lead generation.

  • Competitive Market: Many established consulting firms were targeting the same pharma, biotech, and medical device companies.

  • Engagement & Conversion: We needed a compelling way to cut through the noise and convert prospects into clients quickly.

Solution

I created the Quality Square Campaign, a unique scored questionnaire designed to assess a company’s quality system maturity and provide actionable recommendations.

How It Worked:

  1. Survey & Scoring: Participants answered a set of targeted questions about their quality systems and regulatory readiness. Based on their responses, they were categorized into one of three Quality Square levels:

    • Green: "Your quality system is strong—no immediate need, but we’re here if anything changes."

    • Yellow: "Issues are developing—within 3-6 months, you will likely need support. Let’s schedule a conversation."

    • Red: "You are at immediate risk—our experts are available to help you now."

  2. Strategic Distribution: The survey was promoted via social media, email marketing, and cross-sell/upsell outreach to existing customers from other ProPharma service lines.

  3. Personalized Follow-Ups: Based on their score, participants received custom recommendations and a clear next-step call-to-action to engage with ProPharma consultants.

Results

  • 150+ high-quality leads generated within the first two weeks.

  • Service line revenue target of $122M met by October, exceeding expectations.

  • Increased brand authority, as the interactive campaign positioned ProPharma as a thought leader in quality and compliance consulting.

  • Higher engagement & conversions, as prospects saw immediate value in assessing their quality systems and acting on their personalized recommendations.

Conclusion

The Quality Square Campaign was a game-changer for ProPharma Group, demonstrating how data-driven marketing, interactive engagement, and strategic content can drive high-value leads and accelerate revenue growth. By simplifying complex quality assessments into an easy-to-understand, actionable format, we turned a challenging revenue goal into a major success story.