Marketing Real World Data that Accelerates Clinical Trials with Jaimee Ryan of COTA

During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with the Head of Marketing at COTA, Jaimee Ryan. The podcast episode uncovers Jaimee’s journey as a B2B marketer, why she enjoys the startup culture, how she built a strong marketing foundation and what’s on the horizon with COTA’s marketing plans. Episode Highlights: Jaime talks about her earlier career...working for a series of startups Jaime breaks down how she came across the opportunity to work with COTA and why she loves the startup environment She discusses how COTA’s mission is important and how it connects with her as a marketer COTA works with Life Sciences companies, Provider organizations and Payers - all which require different strategies. The organization’s primary source of revenue is through the Life Sciences target audience. COTA provides organizations with real world data that can be used to accelerate clinical trials. One of the major challenges COTA’s target audience faces is the fact that clinical trials are constantly under scrutiny and must continue to be more efficient. COTA’s technology takes a lot of unstructured data and formulates the information in a way that makes sense for their customers. Jaimee describes the state of marketing when she came on board and what she did to build the foundation. At COTA, it was important to establish the company’s credibility in their space and a lot of focus was put into that effort during Jaimee’s first year. In-person events were never a big ROI for COTA and they focus on promoting the research done by their innovative employees. Education material is a very large part of the company’s marketing strategy - building content around real world data and real world evidence. One of COTA’s big company goals in 2020 is to increase brand awareness. Jaime breaks down how her team develops goals - a focus on quarterly objectives called “rocks” drives the process. COTA has a dedicated team member who manages the company’s rocks and holds everyone accountable. Jaimee works to get feedback from internal and external resources - especially when trying to determine what content is the most effective. One of Jaimee’s most effective approaches to understanding COTA’s customers is through listening to sales calls. Key Points: Jaimee talked about her decision process to get back into the startup world and stated “I decided life waits for no one, so, we just kind of had to go for it. So I jumped back in.” This episode is produced by New North.  New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis. With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.