Neurotar is a preclinical CRO serving the biotech and pharmaceutical industries, and a developer of novel instrumentation for neuroscientists. Historically, most in vivo experiments were performed on anesthetized rodents, yielding results that differed considerably from those in unanesthetized subjects. Neurotar revolutionized in vivo neuroscience research with the launch of their Mobile HomeCage, a device that makes high-precision neural recordings, imaging, and interventions possible in awake behaving mice.

Goals:

Neurotar’s primary goal was to drive awareness around the value of conducting neuronal imaging and electrophysiological recording in mice while they are awake and behaving in a more natural and physiological state. By educating the scientific community, they would establish themselves as a thought leader in neuroscience and create a need for their novel head-fixing solution.

Specific Objectives:

• Reach a targeted neuroscience audience employing research methods such as two-photon imaging, electrophysiology, optogenetic stimulation, functional ultrasound imaging, optical coherent tomography, and behavior in various mouse disease models including dementia, Huntington’s disease, and Alzheimer’s disease.
• Educate this target audience on the value of conducting their research on freely behaving rodents, and provide various examples of how their technology can be applied.
• Demonstrate the advantages of the Mobile HomeCage versus alternative instruments for neuroscience research methods in awake, behaving rodents, and persuade them to adopt it for their research.

Solution:

Neurotar connected with InsideScientific in 2015 after they met at SfN. The agreed strategy was to identify key opinion leaders using the Mobile HomeCage who could serve as ambassadors, share common pitfalls and best practices, and ultimately champion the advantages of Neurotar’s solution. Over the past 8 years, a cadence of educational content has been established where various scientists have been invited to share their research built upon the proven success of using the Mobile HomeCage. InsideScientific has since produced a broad range of content for Neurotar, including interviews, podcasts, and webinars.

This continued publication of content and online events has reinforced the importance of using awake, behaving rodents in neuroscience research, and the advantage of using the Mobile HomeCage for more accurate, reproducible, and reliable results.

Results:

All of InsideScientific’s content marketing for Neurotar has been producing exceptional results. Webinars have been extraordinarily successful, with Neurotar gaining 3,500+ sales leads and conducting 1,800+ live conversations. The Mobile HomeCage has now spread worldwide, with more than 180 labs around the world using the device for research in awake head-fixed mice.