Case Study
Royal College of Physicians case study: building a corporate partnerships pipeline
The Royal College of Physicians is one of the most respected medical institutions in the world, dedicated to improving patient care and shaping the future of healthcare. Their anniversary year was a pivotal moment - both a celebration of legacy and an opportunity to establish new commercial relationships to support long-term impact.
In preparation for their landmark 500-year anniversary and flagship conference, Innovation in Medicine, the Royal College of Physicians (RCP) set out to establish a new corporate partnerships programme targeting headline sponsors and sector leaders in pharma, medtech, and digital health. With no internal resource or contact data available, RCP turned to TCB to deliver a lead generation strategy that would build a robust pipeline from scratch - and help exceed their ambitious revenue goals.
The Challenge
RCP aimed to secure five headline partners and multiple additional sponsors for their landmark conference and wider commercial programme. But they faced three key challenges:
No contact data or existing relationships in the target sectors
No in-house team to manage outreach
A tight six-month window to build, qualify, and convert leads into secured partnerships
They needed a partner who could not only generate interest but also manage the complexity of multi-stakeholder engagement and build an end-to-end system to track progress.
The Objective
Build a high-quality database of target companies and key contacts
Engage budget holders and decision-makers in pharma, medical devices, and digital health
Book qualified meetings and calls with prospective sponsors
Manage the sales pipeline from first contact to deal
Provide transparent, real-time reporting to RCP stakeholders
The Approach
Targeted research & database creation
We began by researching over 1,000 companies and identifying more than 3,600 key contacts. Each company was tagged by market sector, industry body membership, event participation, and other relevant intelligence - giving the campaign a structured, data-rich foundation.
Outreach strategy & engagement
Using personalised email, phone calls, and targeted campaigns, our team engaged prospective partners to identify the right stakeholders, qualify interest, and schedule meetings. Where senior-level engagement was required, we coordinated diaries on behalf of RCP stakeholders - booking and confirming meetings to ensure smooth, timely participation.
Sales pipeline & CRM integration
To manage the scale and complexity of the project, we reconfigured an application on our Quick Base CRM platform to support the full sales process. RCP stakeholders were given access to track meetings, calls, proposals, and contracts - with real-time reporting and forecasting dashboards tailored to their needs. This created a single customer view and seamless collaboration between outreach and internal teams.
The results
1,000+ companies researched and profiled
3,600 contacts identified and qualified
100+ meetings booked with potential partners
81 partnership deals secured
Revenue target exceeded by 1,000%
