MGS, a global healthcare CDMO, saw an opportunity to reimagine the conventional approach to auto-injector development.
Pharmaceutical companies increasingly need drug delivery devices tailored to specific drug profiles and patient needs. But traditional auto-injector customization models can limit flexibility while adding significant development time, cost and complexity.
MGS developed the A.i.r. Platform™ around a flexible core engine designed to deliver greater customization with a faster path to market. Before investing further, MGS needed to answer one critical question:
Would the market respond?
Trefoil helped MGS establish demand through a market activation program that reached target buyers and validated the commercial opportunity.
The Market Responded
894k
Potential audience reached
through international media
coverage.
12k
Visits to the A.i.r. Platform™
landing page.
69%
Of targeted audience
engaged with landing
page content and visited
multiple site pages.
40
Qualified sales meetings
secured with prospective
adopters.
#1
Ranking in Google
AI Overviews for
6 priority keywords.
One Integrated Go-to-Market System
To launch the A.i.r. Platform™ and position MGS as a forward-thinking partner in drug delivery innovation, Trefoil helped build a fully integrated go-to-market system, one where digital, trade show and PR efforts worked in concert rather than in isolation. Each channel was built to reinforce the others: paid and organic digital activity drove qualified traffic to a dedicated platform experience, PR extended that story to the trade press Pharma and Medtech buyers already trust, and a targeted trade show presence put the platform in front of decision-makers at the exact moment they were evaluating new solutions.
The result was a connected system designed to build awareness, drive engagement and generate qualified conversations with Pharma and Medtech decision-makers:
Dedicated Platform Experience
A.i.r. Platform™ landing page and digital experience purpose-built to communicate the platform’s value proposition, convert visitor interest into qualified engagement and strengthen brand visibility across the buyer journey.
Multichannel Digital Activation
Paid search, search retargeting and LinkedIn campaigns worked in tandem to drive qualified, in-market traffic to the landing page and keep the A.i.r. Platform top of mind through a longer consideration cycle.
International PR Campaign
Secured media placements across influential Pharma and Medtech outlets expanded MGS’s visibility and innovation story beyond paid and owned channels. Third-party endorsement from credible publications also reinforced the authority signals AI tools use to evaluate and recommend the platform.
AI & SEO Visibility
Enhanced through dedicated on-page optimization and FAQ schema, earning the #1 ranking in Google AI Overviews for priority keywords, positioning A.i.r. Platform™ as the default answer when buyers turn to AI tools to research drug delivery solutions.
Trade Show Amplification
Platform promotion launched at Pharmapack and MD&M West, timed to put the platform in front of buyers actively exploring new drug delivery solutions face-to-face and allowing the team to showcase the technology directly, reinforcing the digital campaign with in-person credibility.
RJW Logistics exceeded growth targets
and realized a successful exit.
Established credibility and trust
delivering 175+ earned media placements that reached 187,156,000+ readers nationwide, in addition to 15 industry awards received, including the Impact Award, Green Supply Chain Partner, Pros 2 Know, Women in Supply Chain and Top Supply Chain Partner.
Organic search strategies drove a 165%
increase
in search visibility, creating a new way to drive high-quality traffic to the site.
Accelerated engagement with CPG
targets
by producing a 50% increase in organic website traffic and a 31% increase in form submissions.
Evolved visual brand with a new
tradeshow presence
to build RJW Logistics’ reputation as a retail logistics expert and innovator.
The Bottom Line
A signed contract, a qualified pipeline 167% above goal and #1 visibility where buyers search gave MGS critical proof of demand before scaling. MGS now has a clear, evidence-based signal to commit further capital in 2027.
The launch didn’t just introduce a product. It de-risked the investment behind it.