Amplifying niche expertise with repurposable content

Callan Pharma Services specializes in complex ophthalmic and drug delivery formulation challenges, operating in a highly competitive, technical niche. With a small, hands-on team balancing R&D and marketing responsibilities, the business needed strategic marketing support to evolve from foundational messaging to sustained, impactful content delivery.

Following initial brand and messaging work, the next step was activating their positioning, particularly across LinkedIn and in the sales funnel, with high-value content that reflected their technical capabilities.

Callan Pharma Services sought to build credibility and visibility within its target market, particularly among technical stakeholders and potential biotech partners. They needed a flagship content asset that would demonstrate their scientific depth, position them as a niche problem-solver in ophthalmics, and serve as a versatile tool across channels.

The goal: a technically sound, strategically structured white paper that could drive lead generation, social media engagement, and internal alignment.

ramarketing partnered closely with Callan Pharma Services to develop a technically rich, modular white paper tailored for multi-channel use. The team’s approach included:

• Strategic discovery: Initial workshops to align on goals, outline content themes, and guide a LinkedIn activation strategy for a team new to social media marketing.
• Topic development: Narrowed a broad list of white paper ideas to a standout differentiator – ophthalmics – supporting Callan Pharma Services’ niche positioning.
• Detailed outlining: Created a section-by-section structure, embedding targeted questions to draw out the client’s expertise and ensure focus and clarity.
• Collaborative writing: Managed interviews, research and content development to produce a first draft that balanced technical depth with accessibility.
• Brand-aligned design: Delivered the final asset within Callan’s refreshed brand guidelines, ensuring cohesion across channels and materials.
• Content repurposing: Developed modular sections and headlines to enable LinkedIn, website and sales team usage, maximizing content lifespan.

The white paper delivered immediate and lasting value across Callan Pharma Services’s marketing and sales efforts:

• High ROI: Positioned as a foundational asset, the white paper is being actively repurposed across LinkedIn, the website, and sales conversations.
• Internal adoption: Key messaging and even phrasing from the white paper have been adopted by team members, improving consistency in external communications.
• Marketing enablement: For a small team who needed to focus efforts strategically, the project unlocked a content-rich approach to thought leadership and stakeholder engagement.