Driving Global Engagement with Drug Discovery Labs Through Strategic Content Creation

L.W., Translational Marketing Manager, Cytiva

Cytiva, a global leader in life sciences and biotechnology, provides essential tools and expertise to support academic researchers, startup drug discovery labs, and the broader scientific community.

With advancements in drug discovery moving at breakneck speed—especially in areas like artificial intelligence (AI) and single-cell sequencing—Cytiva sought to elevate its engagement with these audiences by offering value-led, relevant content. 

Co-Labb’s unique ability to combine deep scientific expertise with clear, engaging content made us the ideal partner for this challenge.

The Challenge

Cytiva needed to create authoritative content that would resonate with scientists, researchers, and lab managers in academic and startup drug discovery labs. The content needed to highlight emerging trends and practical applications in drug discovery while offering real insights and applicable information that scientists could implement into their work. 

Topics like AI in drug discovery, targeting undruggable molecules, and single-cell sequencing—while highly technical—had to be presented in a way that was accessible, engaging, and directly relevant to their audience. Additionally, the content had to be suitable to drive engagement across multiple channels—through gated whitepapers, blogs, and other digital platforms.

The Solution

To meet Cytiva’s goals, Co-Labb developed two major whitepapers and a series of blogs, each designed to address key challenges and opportunities in the evolving drug discovery landscape.

Whitepaper 1: Revolutionizing Drug Discovery, From Undruggables to AI.

We explored four emerging trends in drug discovery and analysed how each is poised to solve some of the most critical challenges facing drug discovery and the hurdles in their adoption:

• Approaches to targeting “undruggable” molecules

• Emerging (fashionable) models for drug screening

• Latest applications of AI in drug discovery

• Paint-by-cell techniques.

To complement the whitepaper, Co-Labb created a 4-part blog series that teased key insights from each topic, sparking interest and driving demand for the full whitepaper through strategically placed calls to action.

Whitepaper 2: Single-Cell Sequencing: The Challenges and Opportunities

In this whitepaper, we addressed one of the most transformative technologies in drug discovery—single-cell sequencing. We explored both the potential and the hurdles involved in applying single-cell sequencing in research, providing an in-depth look at how the technology is changing the way we understand disease at a cellular level.

Tailored Content for Cytiva’s Audience:

Each piece of content was specifically crafted to meet the needs of Cytiva’s audience. We ensured the content was grounded in real-world scientific practice, making it relevant to researchers who need actionable insights to advance their work.

Collaborative Process:

Throughout the project, Co-Labb worked closely with Cytiva’s marketing and scientific teams to align the content with their strategic goals. This close collaboration allowed us to tailor each piece of content to match Cytiva’s voice and objectives while maintaining scientific rigor.

The Results

The content developed by Co-Labb delivered significant results for Cytiva, helping them strengthen their engagement with their target audience and position themselves as a key thought leader in the rapidly evolving field of drug discovery.

• Increased Engagement:

The whitepapers and blog series generated high levels of engagement, with Cytiva reporting some of the best results they had seen from any recent content campaign. 

• Strengthened Thought Leadership:

Co-Labb’s content positioned Cytiva as a trusted authority in drug discovery, particularly in the areas of AI and single-cell sequencing.

• Positive ROI:

The collaborative content campaign contributed to a strong return on investment for Cytiva. The campaign not only increased engagement but also provided valuable educational content that increased trust and authority in the target market.

L.W., Translational Marketing Manager, Cytiva

Message from the Co-Labb Co-founder

“Our partnership with Cytiva has gone from strength to strength over the past two years, and we are proud to support marketing content and technical projects across several sites, from Boston to Sweden. Even major brands like Cytiva appreciate the agility and knowledge that small, specialist agencies like Co-Labb can offer - and we love working with such dedicated teams that put the same passion into projects as we do!”

Dan Sheridan, Co-Labb Co-founder