CASE STUDY — bIOTECH TO CRO

Powering Go-To-Market Success For a University Spinout

Yoanne adapts fast, conceptualizes complex issues and delivers creative solutions on time. She has a knack for creating processes that enable systematic approaches and improve efficiency.

Wenlan Hu, VP of Marketing

The Challenge

InVivo Biosystems began as NemaMetrix, a university spin-off with strong academic roots. By 2016, the company had developed robust technical capabilities—including CRISPR genome editing and alternative animal models—but struggled to translate those strengths into commercial traction.

The leadership team recognized the need to reposition the business for a more lucrative market: biotech and pharmaceutical companies seeking faster, more predictive in-vivo models for early-stage drug development

Approach

While working with the company's leadership and agency team, I contributed to:

Strategic messaging and positioning shifts that elevated their offerings from “research tools” to “preclinical solutions”

Sales process development and refinement

Marketing and science communication to develop foundational sales enablement materials

Communication assets framing CRISPR and alternative models (C. elegans, zebrafish) as essential tools to de-risk drug development

Outcome

Over 140% increase in annual product sales year over year

Merger & offering expansion: Transitioned from hardware to services; emphasized actionable insights over tools.

Messaging pivot from academic research support to pharmaceutical innovation acceleration.

Increasing market recognition: Named a “Most Innovative Health Startup” by CB Insights; secured $5M in funding; expanded platform into neurology and rare disease research.

Why it Matters

Our go-to-market efforts were interconnected strategic maneuvers that reshaped the company’s identity, audience, and value delivery, laying out the foundation for sustainable growth and increased credibility in a highly competitive preclinical market.

Today, InVivo Biosystems is a recognized partner for early-stage preclinical studies, with a portfolio built for biotech-scale questions.

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