How Q‑Centrix Doubled Engagement with Deeply Personalized Pharma Campaigns

The challenge

Q‑Centrix, an MRO and established clinical data management provider, decided to expand into life sciences and focus first on large pharmaceutical companies. Those accounts offered the visibility and clinical-data demand Q‑Centrix needed but were also intensely competitive. Early outreach—light personalization through HubSpot tokens—failed to generate meaningful traction, showing the team that a stronger, more targeted approach was required to earn attention and credibility in a crowded market.

The hypothesis

The marketing team hypothesized that content explicitly aligned with each pharma organization’s priorities would make it far easier for executives to see how Q‑Centrix could solve their problems. They chose LinkedIn as the primary channel, pairing account-specific creative with 1:1 landing pages. The goal: demonstrate that “deep personalization” would outperform generic messaging, win prospect trust, and convince internal sales and marketing leaders to scale the approach.

The solution

Q‑Centrix moved beyond simple tokens like company and BDR names. They layered account-level insights generated by AI to reflect each target’s top objectives. The team pulled 6–7 custom research fields per target and asked AI prompts such as whether the account had active clinical trials and which therapeutic areas those trials covered. These AI-driven, public-source insights created highly relevant page content. They then enriched that content with first-party and third-party data from HubSpot and ZoomInfo, building landing pages that felt bespoke and authoritative for each prospect.

Execution and creative

LinkedIn ads were built to match the tailored landing pages so prospects experienced a seamless, relevant journey from ad to page. Creative and copy explicitly reflected the account insights—clinical-trial activity, therapeutic focus, and strategic priorities—making the message immediately applicable to each viewer.

Results

LinkedIn ads were built to match the tailored landing pages so prospects experienced a seamless, relevant journey from ad to page. Creative and copy explicitly reflected the account insights—clinical-trial activity, therapeutic focus, and strategic priorities—making the message immediately applicable to each viewer.

Takeaway

Deep, AI-augmented account personalization—backed by first- and third-party data and delivered via channel-consistent creative—can transform outreach to enterprise pharma. When content mirrors a prospect’s real priorities, engagement rises, credibility builds, and internal stakeholders gain confidence to scale the strategy.

AI-powered campaigns >2.3x CTR of non-personalized campaigns.

Time on page +170%, with visitors moving from seconds to minutes of engagement.

Conversion growth by 27%