How Elsevier shifted Reaxys perceptions with a strategic messaging framework
**Overview**
Based in Amsterdam, Elsevier employs over 7,500 people and serves clients in more than 180 countries. The company offers information analytics solutions and digital tools in fields such as strategic research management, R&D performance, clinical decision support, and professional education. Its product suite includes platforms such as ScienceDirect, Reaxys, Knovel, and ClinicalKey, among others. Elsevier aimed to gain insights into how various levels of investment in media and content generation influence business outcomes, both in the short and long term. The goal was to establish best practices for optimizing investment in customer acquisition and brand support for the Reaxys digital program across all sales environments. To effectively evaluate the Demand Generation funnel versus Lead Generation, Elsevier commissioned us to conduct a comprehensive digital strategy analysis of Reaxys and its primary competitor, SciFinder, focusing on the chemistry and pharmaceutical sectors.
**Approach**
As a crucial part of this assignment, we assisted Elsevier in identifying key factors that influence consumer choice and decision-making. The objective of this report was to gather precise information about competitor strategies that would provide Elsevier with practical insights to enhance its digital marketing strategy. Our analysis covered critical data regarding organic reach, advertising, and social media channels, enabling Elsevier to reassess its program objectives and lay the groundwork for future initiatives. Throughout our evaluation, we pinpointed several areas for improvement, such as updating outdated messaging, developing new content topics, and optimizing media investments, all of which significantly boosted traffic and lead generation. We discovered that both researchers and chemical companies seek similar features in Reaxys at different stages of their research throughout the drug discovery and development processes, positively impacting sales in both the short and long term. Many scientists remain unaware of Reaxys and the benefits it can offer to their daily processes for accessing chemical information.
**Outcomes**
Our findings prompted a redesign of the user flow, tailored to meet customer needs and challenges, enhancing the user experience across Reaxys pages and increasing conversion rates. We refined media investment and campaign segmentation to align closely with the needs and challenges of researchers, reducing costs while improving efficiency. As a result of our study and implemented changes, there was a 9.3% increase in unique visitors from key markets like the USA, China, and the UK, while Japan saw a 31% rise in unique visitors. This project provided Elsevier with the necessary justification and evidence to pursue a successful long-term investment strategy.
