How GrowthSpree Sparked Interest Among Patient-Centric Pharma & Biotech Roles Through ABM
A health-tech platform serving pharmaceutical and biotech organizations needed to break through to decentralized patient-centric roles — Patient Service, Access, Support, and Supply Chain Managers — that traditional channels couldn't surface. Across a dual-channel ABM program on LinkedIn (Dripify) + Email (Lemlist), GrowthSpree engaged 369 pharma and biotech companies, reached 1,087 unique prospects, drove 74 replies and 21 interested leads — with email open rates hitting 57.2% and CTR at 23.9%.
Key Takeaways
GrowthSpree partnered with Zelthy to build a precision-targeted ABM program for decentralized patient-centric roles inside pharmaceutical and biotech organizations — running parallel LinkedIn (Dripify) and Email (Lemlist) campaigns segmented by geography (India + US) and persona (Patient Service, Access, Support, Supply Chain).
- 369 pharma & biotech companies engaged + 1,087 unique patient-centric prospects reached.
- 21 interested leads + 74 total replies from senior decentralized roles inside large pharma orgs.
- 57.2% email open rate · 23.9% CTR — well above category benchmarks, with India CTR at 39.7%.
- Dripify drove 86% of interested leads — 18 of 21 — making LinkedIn the dominant channel.
- Patient Service led persona interest at 42.8% — followed by Patient Access (23.8%), Supply Chain (19.04%), Patient Support (14.2%).
- Pharmaceutical industry drove 71.4% of interest — Biotech Research at 14.3%; mid-market (201–10K emp) led at 71.4%.
The Mission
Zelthy is a health-tech platform that simplifies clinical research and patient access workflows for pharmaceutical and biotech organizations — offering customized modules for clinical trials, patient management, and healthcare operations. The mission for this ABM program: open meaningful conversations with senior patient-centric decision-makers — Patient Service, Patient Access, Patient Support, and Supply Chain leaders — across large pharma and biotech companies that Zelthy could realistically serve.
The Challenge
Patient-centric roles inside large pharma organizations are notoriously hard to reach. They sit deep inside enterprise functional structures — across Patient Services, Reimbursement, Channel Operations, Field Reimbursement, Specialty Access — and rarely surface through generic vendor outreach. Cold email and bulk LinkedIn requests get filtered out. Zelthy needed a program that could identify these roles, reach them through channels they actually use, and earn meaningful conversations — across both US (the dominant pharma market) and India (an emerging biotech/pharma services hub).
What We Were Up Against
Our Strategy
We built a structured, two-channel ABM program with precision targeting at every layer — companies (201–10,000+ employees in pharma/biotech), personas (Patient Service, Access, Support, Supply Chain), and geographies (India + US, each with their own sequence). LinkedIn (Dripify) led the primary engagement; email (Lemlist) layered in a parallel touchpoint with dynamic personalization by job function and company size.
Drive interest and schedule meetings with patient-centric decision-makers in pharma & biotech companies.
Run a multi-channel ABM program across LinkedIn (Dripify) + Email (Lemlist) — multiple stakeholders, multiple touchpoints.
Segment campaigns by geography (India + US) with sequences and messaging tuned to each market.
Prioritize pharmaceutical (71.4%) and biotech (14.3%) sectors at 201–10,000+ employee companies.
The GrowthSpree ABM Framework for Pharma
Dripify (LinkedIn) as the primary engagement engine. Personalized connection requests targeting patient service, support, and supply chain roles, followed by nurture messages calibrated to surface interest and book conversations. Across 832 connection requests, Dripify drove 199 acceptances (24%), 60 replies, and 18 interested leads — 86% of the program's total interest.
Lemlist (Email) as the parallel touchpoint. Custom-built sequences segmented by geography (India + US), with subject lines and copy optimized for high open + click-through rates. Emails were dynamically personalized based on job function and company size — driving 57.2% open and 23.9% CTR overall, with India hitting 66.9% open and 39.7% CTR.
Precision targeting at every layer. Companies 201–10,000+ employees in pharma + biotech. Personas: Patient Service, Access, Support, Supply Chain. The combination turned a niche category outreach into a clear-signal program with definitive persona-fit insights.
How GrowthSpree Saved the Day
Dripify · LinkedIn Engagement Engine
Personalized connection requests targeting patient service, support, and supply chain roles, plus multi-touch nurture sequences. 832 requests → 199 accepted (24%) → 60 replies → 18 interested leads. Dripify drove 86% of all interested leads in the program — making LinkedIn the dominant channel for patient-centric pharma outreach.
Lemlist · Geo-Segmented Email
Custom sequences segmented by geography (India + US), with subject lines + copy optimized for opens and clicks, and dynamic personalization by job function and company size. 334 emails → 57.2% open rate → 23.9% CTR → 14 replies → 3 interested leads. India CTR hit 39.7% — 3× the US's 13.1%.
Precision Persona & Industry Targeting
Companies 201–10,000+ employees in pharma + biotech only. Personas: Patient Service (42.8%), Patient Access (23.8%), Supply Chain (19.04%), Patient Support (14.2%). The narrow ICP cut wasted reach and surfaced exactly the decision-makers Zelthy's platform was built to serve.
The Four Pillars That Made It Work
How a dual-channel ABM program produced 21 interested leads across decentralized patient-centric roles.
Built Dripify as the primary outreach engine. 832 personalized connection requests targeting Patient Service, Patient Access, Patient Support, and Supply Chain Managers at pharma + biotech companies of 201–10,000+ employees. Follow-up nurture messages were calibrated to surface real interest — not just impressions. 199 acceptances (24%), 60 replies, 18 interested leads. The US carried the volume: 675 requests, 155 accepted, 40 replies, 16 interested. India was smaller but more efficient: 28% accept rate vs 23% US.
Patient-centric pharma roles live on LinkedIn. They use it for industry events, peer benchmarking, vendor evaluation, and recruiting. A personalized connection request from a healthcare-relevant sender feels native; a cold email feels intrusive. The 24% acceptance rate and 18 interested leads validated LinkedIn as the right surface for this ICP.
Star insight: A 24% acceptance rate on senior pharma decision-makers is strong — most healthcare-targeted programs hover at 15–18%. Calibrated targeting + healthcare-fluent messaging pushed the rate up by a third.
Built custom Lemlist sequences segmented by geography. 334 emails sent — 198 to US contacts, 136 to India contacts. Subject lines and copy optimized for high open + click-through rates. Each email was dynamically personalized based on job function and company size — so a Patient Service Director at a 5,000-employee pharma got different framing than a Supply Chain Manager at a 20,000-employee biotech. 57.2% open rate overall, 23.9% CTR, 14 replies, 3 interested leads.
India's email engagement was extraordinary — 66.9% open, 39.7% CTR. US engagement was strong but lower — 50.5% open, 13.1% CTR. The geographic split revealed a key insight: email is a higher-engagement channel in India for healthcare buyers; LinkedIn is more decisive in the US. Both geos are addressable, but the channel-geography fit needs to be matched deliberately.
Star insight: The 39.7% India email CTR is roughly 5–8× the category benchmark for cold pharma outreach. India responds engagingly to well-written email; US responds decisively to LinkedIn. Use both, but channel-match the geo.
Targeted four distinct patient-centric personas at pharma + biotech enterprises: Patient Service (9 interested leads at 42.8%), Patient Access (5 interested, 23.8%), Supply Chain (4 interested, 19.04%), Patient Support (3 interested, 14.2%). The seniority spread was equally telling: Senior Directors, VPs, Directors, and Associate Directors of Patient Services, Patient Access, Reimbursement, and Specialty Access drove the majority of interest.
Patient Service Directors are exactly the buyer Zelthy's platform was built to serve — they own the workflows, KPIs, and pain points that Zelthy automates. The 42.8% concentration confirmed the ICP. Patient Access at 23.8% emerged as the natural cross-sell persona; Supply Chain at 19% surfaced an unexpected buyer segment worth exploring further in future waves.
Star insight: Patient Service at 42.8% confirms the primary ICP. Patient Access at 23.8% is the natural expansion persona. Supply Chain at 19% is the wild card — a third-buyer segment Zelthy can now pursue intentionally in future waves.
Concentrated outreach on Pharmaceutical Manufacturing (71.4% of interested leads) and Biotechnology Research (14.3%). Adjacent industries — Hospitals & Health Care, Medical Equipment Manufacturing, Biotechnology — contributed 4.8% each. Company size split: 201–10,000 employees (71.4% of interest), 10,000+ employees (23.8%). Mid-market pharma — large enough to need workflow automation, small enough to move fast — was the clear sweet spot.
The 201–10K employee tier is where patient-centric workflows are typically running on spreadsheets and legacy systems but where decisions can still be made in months, not years. The 10,000+ tier is harder to crack but represents larger contract values. Pharma's 71.4% dominance over biotech's 14.3% reflects the relative size of the patient-services function in each industry — pharma has more roles to target.
Star insight: Pharma 71.4% + 201–10K emp 71.4% = the clearest ICP signal Zelthy could ask for. Future waves should double down on this segment and treat the 10K+ tier as a separate enterprise motion with longer-cycle messaging.
The Results
1,087 Prospects Reached
74 Total Replies
India CTR Hit 39.7%
Across the dual-channel ABM sprint: 369 pharma + biotech companies engaged, 1,087 patient-centric prospects reached, 74 replies, 21 interested leads. Dripify drove 86% of interested leads; Lemlist drove a 57.2% open rate and 23.9% CTR. The clearest ICP signal: Patient Service at 42.8% inside Pharma companies of 201–10K employees.
Performance Breakdown
How a precision-targeted, dual-channel ABM program turned a niche pharma category into a clear-signal pipeline.
Personas, Industries & Roles Engaged
The patient-centric decision-makers and industries that drove Zelthy's interested-lead pipeline:
What Made It Work
The strategic lessons behind reaching decentralized patient-centric roles in pharma + biotech.
LinkedIn is where pharma decision-makers live
Patient Service, Access, Support, and Supply Chain leaders use LinkedIn for peer benchmarking, industry events, and vendor evaluation. A personalized connection request feels native to that surface — and the 24% acceptance rate + 86% of all interested leads from Dripify validated LinkedIn as the right primary channel.
Channel-geography fit matters more than you'd think
US converted decisively on LinkedIn (16 of 18 Dripify interested leads). India engaged exceptionally on email (66.9% open, 39.7% CTR — 3× US). Both geos are addressable, but the channel-geography fit needs to be matched deliberately — not assumed.
Persona segmentation surfaces the real ICP
Running four parallel persona campaigns — Patient Service, Access, Support, Supply Chain — produced clean signal: Patient Service is the primary ICP (42.8%), Patient Access is the cross-sell (23.8%), Supply Chain is the unexpected third buyer (19%). Future waves can prioritize accordingly.
Mid-market is the sweet spot for niche SaaS
71.4% of interest came from 201–10,000 employee pharma companies. Large enough to need workflow software, small enough to decide in months not years. Enterprise (10K+) at 23.8% is a separate motion entirely — different cycle, different stakeholders, different messaging.
The Final Outcome
Zelthy exited the program with a validated ABM playbook — Dripify as the proven primary channel, Lemlist as a high-engagement parallel touchpoint, four mapped patient-centric personas, two channel-matched geographies, and a clear pharma + 201–10K employee ICP. 21 interested leads are in pipeline; the playbook is ready to scale. Here's where the program is headed next.
Frequently Asked Questions
Patient-Centric ABM That Reaches Decentralized Pharma Roles
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