How Q‑Centrix Doubled Engagement with Deeply Personalized Pharma Campaigns
Chris Gethoff
Challenge
Q‑Centrix — a proven provider of clinical data solutions — decided to expand into biotechnology and focus on major pharmaceutical companies. These clients promised high visibility and demand for data, but the market was extremely competitive. Initial attempts — light personalization through HubSpot tokens — didn't yield significant results, and the team realized they needed a more precise and powerful approach to capture attention and build trust in an overcrowded segment.
Hypothesis
The marketing team hypothesized that content precisely matching each pharma company's priorities would help executives quickly see the value of Q‑Centrix's offering. They chose LinkedIn as the primary channel and supplemented it with personalized creatives and individual landing pages. Goal: prove that "deep personalization" is more effective than standard messaging, builds prospect trust, and will convince internal sales and marketing teams to scale the strategy.
Solution
Q‑Centrix abandoned simple tokens like company name or BDR name. Instead, they used AI to analyze key priorities of each target. The team collected 6–7 unique fields per company and posed AI queries — for example, whether the company has active clinical trials and in which therapeutic areas they occur. These AI analyses based on public data formed extremely relevant content. Then they supplemented it with data from HubSpot and ZoomInfo, creating landing pages that appeared unique and authoritative for each potential client.
Implementation and Creative
LinkedIn advertising was synchronized with personalized landing pages so users received a cohesive experience from click to view. Creative and copy reflected specific company information — clinical trial activity, therapeutic focus, and strategic goals — making the message immediately useful for each viewer.
How it was before: q-centrix.com website
What landing page Optihint generated for us
Results
LinkedIn advertising was synchronized with personalized landing pages so users received a cohesive experience from click to view. Creative and copy reflected specific company information — clinical trial activity, therapeutic focus, and strategic goals — making the message immediately useful for each viewer.
Conclusion
Deep personalization based on AI — enhanced with proprietary and third-party data and implemented through coordinated creatives — can transform B2B communications with pharma companies. When content mirrors real client priorities, engagement grows, trust strengthens, and internal stakeholders confidently scale the strategy.
AI campaigns showed 2.3x higher CTR than non-personalized ones.
Time on page increased by 170% — from seconds to several minutes.
27% conversion growth