Company Description
Rules-Based Medicine
➔ Myriad RBM ➔ Rules-Based Medicine, a Q2 Solutions Company
Rules-Based Medicine (RBM), an IQVIA business (formerly a Q2 Solutions Company), is a CLIA-certified immunoassay testing laboratory that solves complex drug development challenges with innovative biomarker services. RBM’s internally developed and manufactured immunoassay kits based on multi-analyte profiling (MAP) and ultrasensitive Single-Molecule Array (SimoaTM) technology, provide reproducible and quantitative data for hundreds of human proteins.
Roles
Creative Director ➔ Sr. Marketing Manager
I joined Rules-Based Medicine in 2018 as a Senior Marketing Manager, charged with managing day-to-day marketing initiatives while contributing to broader strategic direction. My longstanding relationship with the company and deep understanding of the immunoassay testing industry provided an opportunity, shaped by a career that had already spanned five spin-offs and three acquisitions connected to RBM. This unique perspective allowed me to approach marketing with a blend of creative leadership and strategic insight, ensuring that every campaign, initiative, and piece of content aligned with the company’s brand, competitive advantages, and market position. My role was both hands-on and collaborative, working closely with leadership, sales, and scientific teams to build marketing that was not only creative but grounded in deep industry expertise.
Responsibilites
Creative Leadership & Direction
Cross-Functional Collaboration
Strategic Problem Solving
Team Mentorship & Growths
Communication & Storytelling
Organizational & Project Management
Adaptability & Continuous Learning
Driving Growth Through
Strategic Marketing
7-10% Net New Business / Year-over-Year Growth
Success in the highly specialized immunoassay testing industry required a focused, results-driven marketing approach. Across all three Rules-Based Medicine (RBM) companies, my primary objective was to help the sales team generate Net New Business (NNB) through targeted marketing strategies. By leveraging enterprise marketing tools, data-driven insights, and strategic lead generation efforts, we consistently met or exceeded growth goals, achieving a year-over-year NNB increase of 7–10% and total revenue growth.
10%
2021 – Net New Business
Achieved 9% increase of Net New Business Year over Year total revenue in 2021.
9%
2022 – Net New Business
Achieved 9% increase of Net New Business Year over Year total revenue in 2022.
10%
2023 – Net New Business
Achieved 9% increase of Net New Business Year over Year total revenue in 2023.
Key Marketing Strategies & Execution
Branding & Awareness
Strengthened brand presence by maintaining consistency in messaging, design, and superior customer service, fostering trust and preference in the market. A key differentiator for RBM was our innovative approach and the scientific advantage of integrating the most advanced technology available, paired with unmatched quality in both products and customer service. This reputation for excellence set RBM apart and was a core component of brand messaging and marketing initiatives.
Digital Marketing
- Managed highly targeted paid advertising campaigns, optimizing click-through rates (CTR) and cost per thousand (CPM) for maximum ROI.
- Enhanced website UX/UI, leveraging analytics to refine strategies and improve forecasting accuracy.
- Increased organic search traffic by 25% in six months through SEO optimization and competitive analysis.
Lead Generation & Conversion
- Focused on generating and nurturing Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) to sustain a steady pipeline of new contracts.
- Achieved a 30% increase in leads by leveraging exclusive digital content at trade shows.
- Improved MQL-to-SQL conversion rates from 20% to 25% year-over-year.
Trade Show & Industry Engagement
- Positioned RBM as a thought leader through presentations, peer-reviewed publications, and industry collaborations.
- Developed co-marketing partnerships to expand brand visibility and customer engagement.
- Generated significant leads and business relationships through key industry events.
— Data Driven Results —
This data-driven, multi-channel approach ensured that RBM not only met revenue goals but also strengthened long-term customer relationships, reinforcing brand loyalty and repeat business opportunities.
Building Industry Presence
RBM used trade events to build and maintain a consistent presence. We grew awareness by positioning our brand at strategic events, putting us in front of other industry leaders. Through networking and thought leadership speaking engagements, we strengthened existing relationships while establishing new ones. Trade shows became a cornerstone of our marketing strategy, generating leads and reinforcing RBM’s position as an industry leader.
Results & Achievements
12%
Web Generated Leads
Increased website generated leads (MQLs) by 12%.
+6%
Increased Click Through Rates
Boosted CTR strategic targeted advertising by 6% over 6 month period.
25%
SEO Competitor Research
Drove a 25% increase in organic search traffic through SEO improvements within six months.
10%
Marketing Qualified Leads
Increased website activity by 10% for unique visitors, pageviews, pages per session, and average visitor sessions.
— Data Driven Results —
Increased website activity by 10% for unique visitors, pageviews, pages per session, and average visitor sessions as well as website generated leads (MQLs).
Collaboration as a Competitive Advantage
One of the most significant drivers of marketing success at RBM was the collaborative effort across departments. From the Chief Scientific Officer to the CFO, CEO, Sales Team, and CMO, cross-functional collaboration played a critical role in shaping effective marketing strategies. Sales, in particular, was a key partner helping drive decisions through valuable insights from customer interactions, which directly informed marketing campaigns.
This collective approach ensured that marketing efforts were deeply aligned with business goals and scientific advancements. Whether it was generating content for brochures, websites, white papers, technical notes, newsletters, or advertising, every piece was informed by input from experts across the company, reinforcing RBM’s leadership position in the market.
Industry Leadership
& Market Expansion
In an industry where trust and credibility are paramount, our marketing efforts extended beyond traditional advertising. By developing and launching new products informed by market research and scientific insights, RBM maintained a competitive edge. Our strategic alignment with other brands, SEO enhancements, and thought leadership efforts helped position the company as a preferred choice, contributing to its successful acquisition without disruption to our sales and marketing strategies.
1998
Rules-Based Medicine Founded
Rules-Based Medicine Inc. (RBM) was founded in 1998. RBM is a biotechnology company that specializes in biomarker testing, assay development, and pharmaceutical services.
2011
Acquired by myriad Genetics
Myriad Genetics acquired RBM for $80 million, integrating it as Myriad RBM, Inc. Their tests use biomarker patterns to measure low levels of protein analytes in blood. This helps the medical community bring safe and effective drugs to market.
2021
Acquired by Iqvia
IQVIA acquired Myriad RBM for $198 million, making it part of its Q² Solutions unit. These acquisitions reinforced RBM’s market leadership, technological edge, and reputation for excellence.
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