CASE STUDY
Powering lead generation through a multi-stop scientific roadshow
How Minnac helped a stretched team deliver a high-impact event series that built relationships, generated leads, and drove brand visibility
the CHALLENGE
A big opportunity, limited capacity
Catherine, a senior commercial lead at a fast-moving biotech company, was tasked with delivering a global roadshow to promote a new research platform. The concept was simple: bring respected key opinion leaders (KOL) to multiple cities, host an engaging scientific talk, and provide space for networking and direct engagement with potential customers.
The goal was ambitious: drive qualified leads, accelerate pipeline momentum, and create buzz ahead of a broader commercial launch. But with a small internal team already stretched thin and no in-house event specialists, the roadshow risked becoming another burden, or worse, falling short of expectations.
the SOLUTION
A process-driven, scalable roadshow strategy
Catherine partnered with Minnac to turn the roadshow vision into a repeatable, scalable, and impactful campaign across multiple cities in multiple countries. From venue sourcing and speaker support to delegate management and branded materials, Minnac integrated into Catherine’s team and took on end-to-end responsibility, without requiring her to become an event planner overnight.
strategic event design
Created a consistent structure for each stop, balancing KOL talks with networking and commercial objectives
consistent branding & messaging
Ensured scientific and brand messaging were seamlessly integrated across all locations
end-to-end event management
Managed venue booking, speaker coordination, delegate registration, catering, signage, and post-event materials
KOL & speaker support
Managed venue booking, speaker coordination, delegate registration, catering, signage, and post-event materials
expert on-site support
Provided experienced staff on the ground at each location to troubleshoot and deliver a polished experience
lead handover & reporting
Supported capture and handover of leads, including CRM-ready reports for the sales team
the RESULTS
Engagement, credibility, and pipeline growth
Generated dozens of high-quality leads across 20 global events in key territories, achieving an NPS score of 8.5 which exceeded industry benchmarks
Increased visibility in underdeveloped but high-potential markets and positioned the company as a trusted player in its field through KOL association
Saved internal bandwidth – no need to hire or redploy internal resources, and built a scalable model that can be used in the future
WHAT OUR CLIENTS SAY
We couldn’t have done this without Minnac. They made it look easy when I knew how complex it really was. Every stop was seamless, every detail covered, and the leads we gained were exactly the kind of conversations we needed to be having.
Catherine, Senior Commercial Lead
Biotech company
What is a roadshow and why does it work?
A scientific roadshow is a multi-location event series that brings your message directly to your target audiences—whether clinicians, researchers, or investors. Unlike large conferences where your brand competes for attention, roadshows offer:
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Focussed conversations: A curated audience in each location, with time for real conversation
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Deeper engagement: Scientific talks delivered by respected KOLs resonate more when experienced live
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Higher ROI: Targeted, scalable lead generation with lower overhead than exhibiting at major conferences
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Local relevance: Each stop adapts to the local ecosystem while delivering a consistent core message
It’s one of the most effective tools for building trust, demonstrating credibility, and starting sales conversations that convert.
Why Minnac?
Your partner for high-impact, science-driven events that build pipeline, not just presence.
Minnac brought together strategic insight, event execution, and deep life sciences fluency in one responsive team. Rather than acting as a generic event agency, Minnac served as an extension of Catherine’s commercial function—delivering results without the internal overhead.