Rapid Micro Biosystems makes the Growth Direct system, a robotic machine that accelerates the microbial testing required by the pharmaceutical, biotech and personal care products industries.
Challenge
All companies with a new technology must communicate to prospects how the technology works and how it will solve problems. Because prospects are human beings, that communication process works much better if the prospect is engaged. A successful video tells the story of the technology in a way that engages prospects and helps them understand quickly why the technology is important and how it can help them.
Rapid Micro Biosystems has two different audiences for their Growth Direct system, and so needed two different videos. The first video was created for end users, who care about how the system works and why it will make their jobs easier.
The second video (below) was created for high-level management, which will make the purchase decision. Instead of explaining how the Growth Direct system works, the focus is on what high-level managers are interested in: does the machine save time? How? Does it save money? How? How much money does it save?
Results
Rapid Micro Biosystems uses their videos to engage prospects at the beginning of sales meetings. They show the video before launching into their presentation because "it captures the essence of the value proposition in five minutes," said Deborah Brusini, Chief Commercial Officer. Prospects "get what it does and why it's important" immediately, which means that those prospects are engaged in the presentation that follows, because they understand - before the presentation even begins - how the Growth Direct machine can solve their problems.
RMB is aggressive about showing their videos to prospects (in Europe, the US and Canada), because it's so effective at beginning engaged conversations. The videos have also been shown at trade shows in the US and Europe, where they have been successful at stimulating conversation and engaging booth visitors. It begins relationships that are easy to follow up on, because booth leads understand so much more about how the Growth Direct system works and how it can help them.
Why Yes! MediaWorks?
A challenge for biotech and life science companies is explaining their machine (or product or process) in a way that engages potential customers. While it's not difficult to videotape a machine in action, what is hard is writing a script that tells the story of what that machine does and what its value is, and then using that script to construct a video that flows well, engages, and communicates.
Yes! MediaWorks is very good at distilling a complex story into a short video script that communicates essential points while engaging the viewer. "They are pragmatic, creative, and they really understood product & technology and how we're trying to position it" as opposed to "letting us write the script and just shooting the video," said Brusini. "We're very happy with the results."