CASE STUDY
Turning KOL advocacy into pipeline growth – without stretching the team
How Minnac helped deliver a multi-city scientific roadshow that generated leads and credibility at scale
the CHALLENGE
Great science, limited bandwidth
Katie, a Marketing Director at a growing biotech company, had secured a valuable asset: a respected KOL ready to advocate for their platform. She saw the potential to create something more powerful than a single conference talk — a multi-city scientific roadshow designed to spark engagement and generate qualified leads in key markets.
But she faced a common challenge: she knew why a roadshow would work, but not how to design and scale it. Her team didn’t have the bandwidth or the event strategy experience to pull it off without risk. She needed a partner who understood the science, the commercial goals, and the realities of lean internal resources, and could turn the idea into a high-impact campaign.
the SOLUTION
A ready-made roadshow roadmap
Minnac stepped in not just as an event partner, but as a strategic advisor. Working side-by-side, Minnac helped define the roadshow vision, align it to marketing and commercial objectives, and create a delivery model that could scale across locations without overwhelming her team.
multi-stop roadshow design
Created a consistent format for every location, aligned to brand and commercial goals
full event execution
Sourced venues, managed registration, coordinated logistics, and oversaw onsite delivery
audience engagement strategy
Structured the events to maximize interaction, discussion, and follow-up opportunities
KOL & content management
Supported speaker prep and ensured scientific messaging stayed sharp and compliant
on-site support across all locations
Delivered a consistent, professional experience at every stop with no internal burden
lead capture & reporting
Captured high-quality leads and handed off CRM-ready data to Kaitie’s commercial team
the SOLUTION
A ready-made roadshow roadmap
Minnac stepped in not just as an event partner, but as a strategic advisor. Working side-by-side, Minnac helped define the roadshow vision, align it to marketing and commercial objectives, and create a delivery model that could scale across locations without overwhelming her team.
roadshow concept development
Translated the vision into a structured format with a clear narrative, defined audience goals, and repeatable framework across locations
location targeting & audience strategy
Helped prioritise stops based on market potential and buyer profiles, ensuring the roadshow reached the right people in the right places
KOL support & content management
Designed the speaker flow, supporting materials, and event structure to spotlight the KOL’s credibility while reinforcing the company’s value proposition
lead journey mapping
lanned the full funnel, from pre-event outreach and onsite engagement to lead capture, CRM integration, and sales handoff
resource planning & internal alignment
Created scalable workflows that required minimal internal time, while ensuring consistency and alignment with broader marketing efforts
full execution support
Once the strategy was locked, Minnac handled delivery end-to-end: venue booking, registration, logistics, and onsite coordination
the RESULTS
Qualified leads, stronger relationships, scalable success
The roadshow delivered on every front. Katie’s team captured qualified leads across strategic regions, built trust through KOL advocacy, and amplified the company’s brand in a way that digital alone couldn’t. And they did it without internal burnout or missed deadlines.
the RESULTS
Qualified Leads, stronger relationships, Scalable Success
A clear strategic narrative that aligned brand, science and sales
Consistent, high-quality delivery across multiple cities
Engaged audiences with a higher likelihood to convert
Strong internal buy-in and confidence in marketing’s contribution to pipeline
Repeatable success that can be expanded to other regions or product areas
WHAT OUR CLIENTS SAY
Minnac didn’t just take work off our plate — they gave us the strategy we were missing. The roadshow became a model for how we now approach high-touch lead generation.
Katie, Marketing Director
Biotech company
Why roadshows?
A scientific roadshow is a multi-location event series that brings your message directly to your target audiences—whether clinicians, researchers, or investors. Roadshows offer a smarter alternative to conferences for companies looking to:
- Build trust and credibility through expert-led education
- Drive targeted engagement with curated local audiences
- Generate higher-quality leads in a focused, low-distraction setting
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Create a repeatable, scalable campaign model across regions
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 is your partner for science-led events that do more than raise visibility — they drive meaningful commercial outcomes. For Katie, that meant not just delivering a roadshow, but building the strategy behind it. By combining scientific fluency, marketing insight, and seamless execution, Minnac acted as an extension of her team — helping her turn KOL advocacy into a scalable, lead-generating campaign without adding internal strain.