The Linus Group
Items Needing Client Action
TLG-15 Health 2035 Executive Summary — Review & Approval
13-page executive brief (three scenarios, diagnostic framework, commercial roadmap) sent to client Apr 7. Awaiting feedback from the Linus team and HSBC Innovation Banking co-branding review. Unblocks TLG-18 landing page integration and TLG-19 AEP activation.
Awaiting Approval
Newfangled In Progress
TLG-18 Young Physicians landing page — copy review & form build
TLG-19 AEP for Pharma/Biotech — copy finalization, Kristin comments incorporated
TLG-21 State of Young Physicians — ad creative, internal design review
TLG-22 Health 2035 report — retargeting ad design, HSBC approval prep
TLG-24 April Newsletter — client copy input expected week of Apr 13
Recently Completed
TLG-17 "Why Physicians Tune Out" — published to blog
TLG-15 Health 2035 Executive Summary — sent to client for review
TLG-24 April Newsletter — content finalized by Ashley
TLG-18 & TLG-19 — creative briefs completed with Executive Briefing offer, five-email nurture, dual-CTA framework
TLG-22 Health 2035 report — design review approved internally
TLG-21 State of Young Physicians — target audience built and approved internally
New Leads
13
Conversions
3
MQLs
2
SQLs
0
Scoring criteria:
Hot — senior title (Director/VP/CXO or research-equivalent) + target vertical (life science tools, diagnostics, medtech, pharma/biotech, or healthcare organizations) + real engagement (form conversion or 3+ page views).
Warm — target vertical plus any one of: senior title, conversion, or 3+ page views.
Cold — baseline / no-signal engagement (single-page visit or Act-On open only).
All New Leads
Vice President, Global Business Development
LinkedIn
1 page view
1 conversion
Converted On
Article download — "Are Life Science Tools Suppliers Losing Commercial Influence to AI?" (Apr 6–10)
Assessment
- VP-level title with commercial P&L orientation — maps directly to LINUS's primary decision-maker persona (senior commercial/marketing executive at life science tools companies).
- LGC Standards is a life science tools and reference standards supplier — squarely in target vertical.
- Attributed to LinkedIn traffic — likely from the TLG-13 AI Research document ad campaign active during this window.
- Converted on the AI Research white paper — high-intent signal that aligns with the current paid media thesis.
- Contra-indicator: single-page visit. No deeper site exploration yet — worth monitoring in follow-up weeks for retargeting or nurture triggers.
Director, Commercial Insights and Analytics
Direct
1 page view
1 conversion
Converted On
Content Upgrade or Insiders Signup (Apr 6–10)
Assessment
- Director-level role focused on commercial insights and analytics — squarely inside LINUS's influencer persona (insights & market research managers) and adjacent to the primary commercial decision-maker.
- BridgeBio is a clinical-stage biopharma — target vertical (pharma/biotech strategy leaders).
- Direct-traffic attribution suggests a branded/known-destination visit — often a strong signal (they were told to go to the site or searched by name) but could also reflect missing UTM data.
- Converted on a gated asset — meaningful depth beyond a baseline visit.
- Contra-indicator: role is commercial insights/analytics rather than VP Marketing or CMO — likely a champion/evaluator, not the economic buyer.
Chief Executive Officer
Act-On
1 page view
0 conversions
Assessment
- Flagged as notable despite Cold tier. CEO of a clinical-stage biopharma — arguably the most senior persona LINUS could reach — and perfect vertical fit.
- Act-On attribution with a single pageview and no conversion is baseline engagement under the current scoring rules, but the company + role warrant separate attention.
- Worth watching for return visits or adding to a high-value manual outreach list if appropriate for the relationship-driven sales motion.
Title not enriched
Act-On
1 page view
0 conversions
Assessment
- BD is a core target vertical account (life science tools, diagnostics, medtech) — company fit is strong.
- No title enrichment and single-page baseline activity — can't confirm seniority, no clear signal of intent.
- Worth watching if returns; currently too thin to tier above Cold.
Title not enriched
Act-On
1 page view
0 conversions
Assessment
- GE Healthcare is a target-vertical account (medtech / diagnostics / healthcare).
- No title data and no conversion — baseline Act-On open activity.
Title not enriched
Act-On
1 page view
0 conversions
Assessment
- Merck KGaA is a core pharma target — strong company fit.
- No title enrichment and single-page Act-On activity — no signal of seniority or intent.
Senior Director, Platform Operations Strategy
Act-On
2 page views
0 conversions
Assessment
- Senior Director title, but Sevita is a community-based health & human services provider — not a core LINUS target vertical (not life science tools, pharma, biotech, or large healthcare system).
- Slightly above baseline engagement (2 page views) but no conversion.
Principal Consultant
Act-On
1 page view
0 conversions
Assessment
- Consulting firm — not a buyer persona. Could be peer/competitive interest rather than commercial opportunity.
- Baseline engagement.
Independent Executive — AI, Creative Strategy, Community Impact
Act-On
1 page view
0 conversions
Assessment
- Independent / self-employed — no company account to map to a target vertical.
- Baseline engagement.
Assistant Researcher
Act-On
1 page view
0 conversions
Assessment
- Academic / government research institution in Argentina — not a commercial target buyer.
- Baseline engagement.
Title not enriched
Act-On
1 page view
0 conversions
Assessment
- Company domain resolves to Nuvo HCI (small healthcare imaging / consulting shop based on domain) — edge target vertical, too thin to confirm.
- Baseline engagement, no enriched profile.
Title not enriched
Act-On
2 page views
0 conversions
Assessment
- Personal Gmail — no firmographic enrichment, no mapped company or title.
- Slightly above baseline (2 pageviews) but can't qualify without company/title context.
Title not enriched
Act-On
1 page view
0 conversions
Assessment
- Generic "Technology" firmographic classification — not mapped to a LINUS target vertical.
- Baseline engagement, no title.
Conversions by Source
| Form / Source | Count |
|---|---|
| Content Upgrade | 1 |
| Article: Are Life Science Tools Suppliers Losing Commercial Influence to AI? (TLG-12) | 1 |
| Insiders Signup | 1 |
| Total | 3 |
Paid Media — LinkedIn
Spend
$352
+5.7% vs $333 prior
Clicks
76
-49.7% vs 151 prior
CTR
0.73%
-0.28pp vs 1.01% prior
CPC
$4.63
+109% vs $2.21 prior
Conversions
20
vs 20 prior
CPA
$17.61
+5.6% vs $16.67 prior
Monthly Budget Pacing
Combined daily cap: $50/day ($40 TLG-13 + $10 TLG-06). MTD spend through Apr 10: $566 (~$57/day actual, slightly over cap). Projected April total: ~$1,697 at current pace versus ~$1,500/month expected from the two active daily budgets.
| Campaign | Spend | Clicks | CTR | CPC | Conv | CPA | Daily Budget | Status |
|---|---|---|---|---|---|---|---|---|
| TLG-13 Lead Gen — Losing Commercial Influence to AI? | $280.00 | 25 | 0.61% | $11.20 | 3 | $93.33 | $40 | Active |
| TLG-06 Website Visits — Four Types of Scepticism | $72.26 | 51 | 0.80% | $1.42 | 0 | — | $10 | Active |
| TLG-01/03 Conversion — Fixing the Messy Middle LP | $0.00 | 0 | — | — | 17 | — | — | Completed |
Spend held roughly flat week-over-week but click volume halved and CPC more than doubled — consistent with TLG-13 taking a larger share of spend than the comparison week, since it runs at a much higher CPC ($11.20) than the reach-focused Four Types of Scepticism campaign ($1.42). Twenty total conversions held steady, though the Apr 6-10 count is dominated by 17 residual conversions attributed to the Fixing the Messy Middle LP (completed/paused Mar 11), which reflects delayed LinkedIn attribution rather than current campaign activity. Active-campaign conversions — all from TLG-13 — were 3 for the week at a $93 CPA.
Email
No email campaigns were sent during the Apr 6–10 window. Most recent send before the period: TLG-23 March 2026 Newsletter on Apr 1 — 709 sent, 46.5% unique open rate, 1.1% click rate (strong open rate, modest click rate consistent with a mixed-audience monthly digest). TLG-24 April Newsletter content was finalized by Ashley on Apr 7 and is awaiting client copy input (Kristin confirmed Apr 10 that Linus will work on their content the week of Apr 13).
Campaign Calendar — Apr 2026–Jun 2026
Parent-task milestones, client action items, and externally-visible campaign events across the current report month and the next two. Future dates reflect current planning and may shift.
Newsletter
Content / Article
Paid Media
Landing Page
Client Actions
April 2026
S
M
T
W
T
F
S
29
30
31
1
TLG-23 Sent
2
3
4
5
6
7
TLG-17 Pub
TLG-15 Review
8
9
10
11
12
13
TLG-22 Design
14
15
TLG-15 V3
16
17
18
19
20
TLG-18 LP Approval
21
TLG-18 To Client
22
TLG-15 V4 To Client
23
24
25
26
27
28
29
30
TLG-24 Due
1
2
May 2026
S
M
T
W
T
F
S
26
27
28
29
30
1
TLG-19 AEP Build
2
3
4
TLG-19 Launch
TLG-21 Launch
5
6
7
8
9
10
11
12
TLG-22 Retarget
13
14
15
16
17
18
19
20
May Newsletter
21
22
23
24
25
26
27
28
29
30
31
June 2026
S
M
T
W
T
F
S
31
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
June Newsletter
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Mid-Funnel Rethink
1
2
3
4
Apr 1
TLG-23 March Newsletter sent
Newsletter
Apr 7
TLG-17 "Why Physicians Tune Out" published
Content / Article
Apr 7
TLG-15 Health 2035 Executive Summary — client review
Content / Article
Client
Apr 13
TLG-22 Health 2035 retargeting ad — design completed
Paid Media
Apr 15
TLG-15 V3 delivered to Linus team
Content / Article
Apr 20
TLG-18 Young Physicians landing page — client approval
Landing Page
Client
Apr 21
TLG-18 sent to client for review
Landing Page
Apr 22
TLG-15 V4 Executive Brief re-sent with HSBC revisions
Content / Article
Apr 30
TLG-24 April Newsletter — planned send
Newsletter
May 1
TLG-19 AEP Act-On build complete
Paid Media
May 4
TLG-19 AEP for Pharma/Biotech — launch target
Paid Media
May 4
TLG-21 State of Young Physicians LinkedIn campaign — launch
Paid Media
May 12
TLG-22 Health 2035 report retargeting — launch (pending HSBC)
Paid Media
May 20
May Newsletter — planned send
Newsletter
Jun 16
June Newsletter — planned send
Newsletter
Jun 30
Mid-Funnel Acceleration program rethink — Q3 reactivation planning
Paid Media
Campaign Progress
TLG-17: Why Physicians Tune Out (Healthcare awareness article)Complete
TLG-15: Health 2035 Executive SummaryIn Client Review
TLG-18: Young Physicians landing pageIn Client Review
TLG-19: AEP for Pharma/BiotechAct-On Build
TLG-21: State of Young Physicians (LinkedIn)Pending Launch
TLG-22: Health 2035 report retargetingPending HSBC
TLG-24: April NewsletterAwaiting Client Copy
TLG-13: AI Research Document Ad (LinkedIn lead gen)Active — optimizing