B2B Marketing Strategy, ABM, and LinkedIn Ads increased visibility, generated qualified leads, and brought healthcare technologies closer to strategic partners.
Context
Fiocruz is one of Brazil's most relevant institutions in the promotion of health, science, technology, and innovation. Through its Technological Management Coordination (Gestec), the institution manages its Innovation Portfolio, bringing together technologies, patents, and competencies with the potential to generate societal impact.
The project was born out of a strategic need: to make this portfolio more visible to companies, organizations, and players in the health innovation ecosystem, expanding possibilities for technology transfer, Research, Development, and Innovation (R&D&I) projects, and partnerships capable of accelerating society's access to solutions developed by the institution.
Challenge
Before the communication campaigns, partner prospecting happened more passively, with interested parties arriving at the Portfolio through Google searches, direct contacts, and event participation. Despite these efforts, there was a barrier that resulted in technologies having low visibility among the strategic audience.
Furthermore, the absence of a continuous marketing strategy made it difficult to standardize communication, ensure consistent actions, and maintain an active presence on social media. The challenge was not just to promote the Portfolio, but to transform a technical and institutional asset into a tool for building relationships with potential partners.
Solution
Sabiá acted as a strategic partner for Fiocruz in its approach to the business sector, structuring a project with four campaigns based on B2B marketing and ABM (Account-Based Marketing) techniques. In each campaign, Sabiá's first step was to gain a deep understanding of Fiocruz's Innovation Portfolio, priority technologies, and sectors with the greatest partnership potential. Based on this, we developed a segmented plan, combining communication, digital media, and active prospecting. The objective was to provide clarity on partnership opportunities with Fiocruz, build market confidence, and pave the way for qualified conversations.
The journey began with an awareness campaign, crucial for capturing the target audience's attention; to achieve this, the agency structured the presence of Fiocruz's Innovation Portfolio on LinkedIn and initiated a strategic mapping of emails and contacts within priority accounts on the network.
Following this, two thematic lead generation campaigns were launched—the first focusing on technologies in the area of Health Diagnostics and Devices, and the second focusing on Pharmaceuticals, Drugs, and Vaccines. Both campaigns included the production of exclusive e-books showcasing not only the protected technologies but also the institution's technological capabilities. The campaigns combined organic actions, email blasts, and paid media strategies on LinkedIn to connect the institution's technologies with market professionals involved in innovation, research, and with decision-making power for market partnerships.
The strategy was crowned with an international campaign in English, specifically designed to showcase Fiocruz's technological competencies and patent portfolio outside of Brazil. The central objective was to expand the institution's strong national recognition to the international stage, sparking interest from international companies and organizations in establishing joint R&D (Research, Development, and Innovation) partnerships through rich media, landing pages, and strategic prospecting lists.
”Our role was to help Fiocruz gain visibility for its technology portfolio through an active B2B relationship strategy. This required clarity of message, segmentation intelligence, and an ABM-based approach to connect the technologies with the right accounts and people, creating real opportunities for market engagement.
— Vanessa Sensato, Director of Strategy and Innovation at Sabiá
Method and solution expansion
The communication strategy was built collaboratively between the Fiocruz and Sabiá teams. Gestec shared the brief, previous visual identities, and expected results. Based on these inputs, Sabiá structured a campaign proposal with defined objectives, target audiences, messages, editorials, and formats.
The solution unfolded on different fronts:
- LinkedIn Page Management and Strengthening
- Awareness campaigns
- Lead generation campaigns
- Disclosure of rich and technical materials
- Targeted dark posts for strategic positions
- Mapping of companies, decision-makers, and influencers
- Delivery of qualified contact lists for the Fiocruz team
- Continuous monitoring of metrics for campaign optimization
This combination allowed the Portfolio to stop functioning solely as a technological showcase and begin acting as a starting point for relationships, prospecting, and building long-term partnerships.
Results
The campaigns expanded the digital presence of Fiocruz's Innovation Portfolio and generated concrete results in terms of visibility, engagement, and relationship building with potential partners.
One of the significant advancements was the establishment of the Portfolio's presence on LinkedIn, starting from a page created from scratch by Sabiá. The channel took on a strategic role to provide visibility to Fiocruz's technologies and strengthen connections with the health innovation ecosystem, growing from zero to 1,128 followers in less than a year.
Key project results:
- 152 leads generated in acquisition campaigns;
- 152 downloads of technical materials;
- 1,128 followers in total on the LinkedIn page created for Fiocruz's Innovation Portfolio;
- Qualified reach in organizations such as Hospital Israelita Albert Einstein, Dasa, AWS, Boticário, Rede D’Or, Hapvida, Medley;
- Creation of a structured contact base to support Fiocruz's prospecting;
- Meetings held or planned with potential partners based on LinkedIn and email outreach.
One of the highlights was the Health Diagnostics and Devices campaign, which achieved 34,642 impressions, 278 cliques, 87 leads generated e 46.51 TP3T conversion rate.
Beyond the numbers, the project strengthened Fiocruz's image as an institution open to collaboration with external partners, not only as a generator of knowledge but as an articulator of the health innovation ecosystem.
” The campaigns helped increase the visibility of Fiocruz's Innovation Portfolio and brought our technologies closer to strategic partners. Beyond generating leads, this work strengthened our presence in the health innovation ecosystem and reinforced Fiocruz's role as an institution open to collaboration.
— Carla Maia Einsiedler, technology management coordinator at the Oswaldo Cruz Foundation, Fiocruz “
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