Martel Instruments is a UK manufacturer specialising in thermal printing and laboratory connectivity solutions for scientific and industrial environments.

Alongside their established OEM printer business, Martel developed VIDA LabBox, a laboratory connectivity platform that enables laboratories to connect legacy instruments directly to modern LIMS and ELN systems without replacing existing equipment.

By automating data capture at source, VIDA LabBox helps laboratories reduce manual transcription, improve data integrity and support the transition towards paperless laboratory workflows.

Martel Instruments engaged Network Scientific to help commercialise VIDA LabBox and increase awareness of the product within the laboratory market.

While the technology solved a clear industry challenge, many laboratories were still reliant on manual data entry and paper-based processes, often unaware that a practical solution existed. At the same time, Martel needed to engage two distinct audiences: laboratory end users looking to improve efficiency and compliance, and LIMS providers looking to strengthen their digital laboratory offering.

Network Scientific was tasked with creating a scalable lead generation strategy, developing audience-specific messaging, and generating qualified opportunities beyond traditional exhibition activity.

Network Scientific was tasked with generating qualified opportunities from both laboratory end users and LIMS/ELN providers, positioning VIDA LabBox as a solution for connecting legacy instruments to modern digital workflows while reducing manual data entry and improving data integrity.

Network Scientific worked closely with Martel Instruments to develop a commercial strategy for VIDA LabBox, combining audience-specific messaging, lead generation activity and sales support.

Recognising that VIDA LabBox addressed different challenges for different buyers, we created separate campaigns targeting both laboratory end users and LIMS/ELN providers, ensuring the benefits of the technology were communicated in a way that resonated with each audience.

For laboratory managers, messaging focused on reducing manual data entry, improving audit readiness and supporting the transition towards paperless laboratories.

For LIMS and ELN providers, the focus shifted towards instrument connectivity, structured data capture and improving the value of existing digital laboratory systems.

Alongside campaign delivery, Network Scientific also supported lead qualification, sales process refinement and opportunity tracking, helping Martel build a more structured and scalable commercial framework around VIDA LabBox.

In six months we generated:

38

Interested Prospects

The project demonstrates how scientific product companies can successfully commercialise technically complex solutions through a combination of audience segmentation, educational marketing and targeted lead generation activity.

Read more about our laboratory and laboratory equipment marketing services.

"Network Scientific has become an extension of our commercial team. Their understanding of both the laboratory market and the challenges of selling a technical product has helped us build awareness of VIDA LabBox, generate qualified opportunities and create a stronger foundation for future growth."

Joanne Hockaday, Commercial Manager, Martel Instruments

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