At the vanguard of biotechnology.

Bringing a pioneering life science company to market.

TMRW is the first and only automated, software-guided cryospecimen management platform powered by RFID and machine learning technology engineered to protect life’s most precious cells. In the coming years, TMRW Life Science’s technology will play a central role in tens of millions of births.

An industry ripe for disruption

After a career in marketing for consumer fashion and luxury brands, Vaquera co-founder Ann Watson joined TMRW as Chief Marketing Officer, helping the B2B business achieve 20% market share and 82% in-industry brand awareness before launch.

When Ann came aboard as TMRW’s Employee # 2, the science of In Vitro Fertilization (IVF) far outpaced the science behind the management, tracking and storage of precious eggs, embryos and sperm. Cryostorage technology was somewhat archaic and a holdover that had been borrowed from animal husbandry over thirty years earlier — when the supply and demand of frozen specimens was manageable with a single Excel spreadsheet. The need for clinics to evolve became apparent in 2018, when two well-established clinics had tank failures resulting in the loss of over 8,000 embryos.

“As a positive disruptor in the IVF industry, TMRW was creating a long needed solution to ensure the safety and security of precious specimens. So I needed to create a marketing strategy that adhered to that same ethos — helping solve problems and look at decades-long behaviors with a fresh lens and, most importantly, through the eyes of the consumer.”

— AW

Creating Demand

Taking a B2C approach to a B2B industry, Ann emphasized storytelling and a co-creativity, ultimately crafting a B2B2C marketing strategy for four key constituencies.

MDs

Pre-market, she first needed to appeal to the clinicians (MD’s) and meet them where they were — driving Teslas, with the latest gadgets, and in luxury suits. This set is used to arriving at conferences in private planes, so TMRW upped the desirability factor with a “red rope,” invitation-only approach. To establish TMRW’s bona fides, this was complemented by an aggressive organic strategy to secure TV news media spots, both nationally and locally.

Embryologists

The Embryologists, on the other hand, were scientists who were not feeling heard, so the marketing strategy was to create community and build advocacy by inviting key embryologists to co-create the TMRW platform. Ann also led the largest survey for this constituency reaching over 10% of the US-based embryologists. In doing so, TMRW gained insights into the embryologist’s pain points and desire for automation. Ultimately, the tagline for the TMRW platform became “created by embryologists for embryologists.”

Investors

Ann was also responsible for making sure the founders were fully equipped with the TMRW brand narrative for investor meetings. Indeed, the products that most galivzined all constituents — especially the investors — were two videos that brought the brand vision to life even before the product and tech team had fully built it. In the end, many of the doctors also became investors.

Consumers

The final constituency was the consumer. IVF parents are generally highly educated and used to technology at their fingertips — so wouldn’t expect anything less from their fertility journey. TMRW not only meets their expectations for complete safety and security, but also puts the world’s first baby monitor (starting at conception) in the palm of their hands.