Marzipan Chosen as Full-Service Marketing Partner for Diagnostic Services Company

A rapidly growing, private-equity-funded diagnostic services business chooses Marzipan as their dedicated marketing services provider. The partnership signals an investment in marketing infrastructure to establish a digital footprint and build best practices for improving organic visibility across search and AI platforms, maximizing returns across advertising channels, and growing demand generation efforts, while giving junior team members inside the business an opportunity to learn, grow, and progress into more responsibility under Marzipan’s guidance. Marzipan is brought in as the integrated, full-service partner across web, search, content, marketing operations, CRM, paid media, prospecting, branding, demand generation, and marketing communications.

Industry: Healthcare and Diagnostics

Services: Website Design, Search and AI Visibility (SEO/GEO), Advertising Management (PPC and Content Syndication), CRM Administration, Marketing Operations, Content Development, Graphic Design, Sales Operations, Sales Automation, Data and Analytics, Revenue Operations, Marketing Communications

Technologies: Salesforce (SFDC), ActiveCampaign, Apollo.io, Zymewire, SciLeads, Squarespace, WordPress, Vercel, Google Ads, NetLine, LinkedIn Ads

The opportunity

Our client is a North American diagnostic services company. The business produces sample collection kits, and offers warehousing, biostorage, distribution and return shipping services, alongside LIMS/EMR integrations to synchronize patient data back into their clients’ systems. Their customer base spans three distinct segments: pharmaceutical companies and clinical research organizations running or recruiting for clinical trials; direct-to-consumer telehealth and at-home testing companies; and routine diagnostic screening and testing providers, including hospitals and family practice clinics that need standardized test kits as part of patient care.

Years of fast growth had been driven by direct sales, referrals, and trade show attendance. During the next stage of growth, the leadership team agreed that investment is needed to develop a marketing function with broader infrastructure to begin generating leads and inquiries through digital channels (search advertising and third-party media, organic search, AI visibility, website conversions, and marketing communications).

As such, the scope of work is outlined to deliver a best-in-class website for lead generation, content marketing and design work to expand upon the existing brand assets for demand generation, establishing a funnel and ROI for third-party advertising, alongside search, display, and social advertising, and developing the marketing and sales infrastructure within marketing operations and CRM tools to acquire, enrich, and delegate lead actions to the sales team for follow-up.

How the engagement came about

The leadership team considered several partners with individual, narrow scopes before agreeing that an all-in-one partner was necessary to implement all aspects of the marketing project cohesively, and without introducing unnecessary complexity, communication silos, or excessive costs. Marzipan was approached as the best-fit, fully integrated marketing partner to support their integrated diagnostics services business.

The client has several junior team members who are looking to learn, grow, and develop within their careers. By partnering with Marzipan, the long-term goal is to train, support, and coach junior team members to take on greater responsibility under Marzipan’s guidance.

“When the time comes for medical and diagnostic service providers to invest in marketing, the shopping list can become long (and expensive), fast. Marketing tools and their features are changing rapidly with the addition of AI functionality, which means businesses can compete and win against larger organizations by implementing better and more agile infrastructure. By partnering with Marzipan, we fully manage the implementation and use of your technology stack, so your team can focus on making every tactic, campaign, and project perform at its best. It’s the modern way to build marketing teams, a full-service partner supporting your in-house demand generation team.”

Paul Wright, Co-founder, Marzipan

The scope

The initial scope includes four parallel workstreams that tie together into a single integrated solution for data, content, communications, and operations.

Customer relationship management and marketing automation (CRM and Marketing Ops)

Marzipan is implementing Salesforce (SFDC) for the client’s sales and marketing teams, covering lead management, account management, opportunity management, and campaigns and attribution.

In parallel, we’re administering their existing ActiveCampaign instance on their behalf. That includes integrating ActiveCampaign with the new website, building a clean data flow into Salesforce, redesigning their email marketing templates and automation programs, and rebuilding their subscription management so contacts can choose what they want to hear about and the team can stay compliant.

Website and web infrastructure

A new site is being built on a modern, scalable, enterprise design framework that allows limitless potential and customization without the traditional limitations of legacy CMS platforms. The new site development is coupled with the creation of pages, navigation, and content to support SEO and AI visibility and better represent the service portfolio to clients from their respective roles and company types.

Account-based prospecting and pipeline

Marzipan is helping the sales organization identify and map their total addressable market (TAM), ideal customer profile (ICP), and implement the tools and processes to harvest and enrich account-level data for sales prospecting and sales intelligence.

By building a target account library, identifying target contacts based on job titles, and monitoring buying signals from clinical trial activities to funding events and organizational news, the sales team will be equipped with all target accounts for their territories, the target contacts to reach out to, and the relevant signals and reasons for them to use as part of outreach to maximize their chances of getting responses.

Advertising and demand generation

Marzipan is building the client’s trade show calendar for 2026 and into 2027, identifying target events where their prospect accounts and contacts are likely to attend, and developing a plan to leverage each event for sales and marketing activities pre-show, during, and post-event.

We’re also producing the demand generation collateral for lead generation, and taking ownership of all advertising accounts to optimize cost-per-conversion and return on advertising spend (CPC, RoAS). Furthermore, we will be gathering testimonials and case studies from the client’s existing customers, so the next twelve months of demand generation will have the social proof to back the claims.

Coaching and team development

The junior team members already inside the business will collaborate with and work directly with Marzipan on the delivery of all initial scope projects. The intent is to give them an opportunity to learn, grow, and progress into more responsibility under Marzipan’s guidance, picking up institutional knowledge as the marketing infrastructure is built around them. The end state has the client running a full marketing function with junior team members grown into larger roles inside the organization.

Why the client chose a full-service integrated partner

The client chose Marzipan as the full-service integrated partner based on our integrated, unlimited scope services model. This gave the leadership team scalability across multiple connected workstreams and flexibility on where to put energy first. Later, as projects are completed, and priorities shift, Marzipan is able to continue to support future projects and place more emphasis on specific areas, without the client needing to re-invest in other service providers, or additional specialist team members.

The alternative, splitting the same scope across multiple specialist suppliers, would have meant multiple contracts, additional time and resources to manage coordination among different providers, and no consistency across the interconnected aspects of the marketing investment. One integrated team allows many different, but related topics to be addressed as individual pieces of a whole, rather than remaining as siloes and creating a hidden cost of operations that can slow down the time-to-results.

A note for growth-stage leadership teams in similar situations

A full-service integrated partner can quickly put the marketing infrastructure in place and become a single, trusted point of accountability across the various disciplines of digital marketing and operations. If you’re looking to invest in scalable, better-integrated solutions for generating more leads, more pipeline, and more revenue, faster, or are looking to reduce the costs of your current operations, we could be the perfect partner for you.