I cannot emphasize enough how useful a case study can be for companies. Especially in the fields of Life Science, Biotech, or Technology.
In fact, I believe every company should allocate time in their technical team’s schedule just to write case studies.
Because, even if you haven’t landed a client yet, you can still write them from a collaboration or an internal case.
But before we get started, let’s define White Papers vs. Case Studies:
- A white paper is a detailed, research-style document explaining an industry problem and your expert approach or solution. It’s designed to educate and build authority.
- A case study is a short, real example showing how your company solved a customer’s problem and achieved measurable results.
In other words, case studies are the ultimate proof that your project is scientifically sound and valuable to customers.
How to Make a Case Study When You’re a Startup
I get it.
You’re a team of fewer than ten people, and it’s already challenging to push the project forward and secure funding.
That’s why I’m going to show you a structure to create a case study. Simple, not very time-consuming, and extremely straightforward.
I’ve learned this from my own experience and from observing other companies doing it right.
Rule #1: Keep it short.
One page. Two at most.
I know you’d love to explain every nuance and technical detail.
But you need to understand one thing:
Nobody.
No-bo-dy cares how difficult it was to pull it off.
This is not about whether your had to use the Fourier transform or coordinate a 20-people team.
Customers only care about how you solved THEIR problem.
Therefore, a case study only needs to do two things:
- Prove you’ve done it before.
- Prove you can solve your prospects’ problems (ideally, better than your competitors).
That’s it. No more, no less.
Rule #2: Write like a person.
Forget the intricate writing of scientific papers.
A case study is closer to a LinkedIn post than to scientific literature.
Rule #3: Follow this structure.
1. Objective
What did you set out to do, and what did you achieve?
Example:
“We developed a PCR test that can identify mutations with high sensitivity and reproducibility.”
You don’t need to talk about the Human Genome Project or the percentage of genetic diseases that exist. That’s white-paper territory.
Just stay goal-oriented. Make it sound like a mission with a clear endpoint.
2. Challenges
Why is it difficult to achieve this with current tools or methods?
This section helps readers who aren’t experts understand the relevance of your project.
Example:
“We created a PCR-based test that quickly finds common genetic mutations with high accuracy and consistency. Current sequencing methods (like NGS) are slower and more complex. They need sample preparation, data analysis, and sequencing steps that can take 2–3 days. Our test is automated and delivers results in just 1–2 hours. It’s easier to use and requires less training at a fraction of the cost.”
You’re expressing your value here.
3. Strategy
How did you solve it, and why was your approach better?
This is where you highlight your expertise without writing a full protocol.
Example:
“The assay works by amplifying specific DNA fragments through cycles of denaturation, annealing, and extension. This allows real-time detection of the target mutation using mutation-specific primers and probes.”
Remember: if you can’t explain your product in a few lines, you already have a problem.
4. Results
Show your data: graphs, tables and images.
That’s what readers care about: data.
5. Conclusion
Close the loop. Summarize the challenge and how you overcame it.
Example:
“By replacing traditional sequencing methods with this PCR-based approach, we removed the need for complex sample preparation. This cuts turnaround time, and reduced testing costs. All while maintaining accuracy comparable to NGS. This innovation delivers faster, more reliable, and more accessible mutation detection for laboratories and diagnostic partners.”
What If We Don’t Have Any Customers or Collaborations?
Earlier, I mentioned producing an internal case study.
The difference between an internal case and an in-house experiment lies in the narrative.
In an internal case, you’re not only performing an experiment. The key here is that, using the structure provided, you’re also describing the challenges a real client might encounter.
Who Should Write the Case Study? Marketing?
The structure comes from marketing (as I just did).
The draft is prepared by the technical team.
The final version is refined by marketing.
That’s why the structure must be well-defined.
For example, the Challenges section should focus on the issues your client faces without your solution, not the challenges of developing your super high-tech product.
Still, even if your marketing person has a scientific background, only the technical team knows the edge of your project.
They should communicate in a simple and clear manner, without spending time writing a paper-like text.
Yes, you might have to go back and forth to fill in any missing pain points. But think of it this way:
A good case study can make you discoverable on Google Search, enhance your website’s SEO performance (useful for ads and search), help close deals, and serve as a source for social media content.
Every second you spend on it is an investment.
Conclusions
- Case studies are the strongest proof that your science solve your customer’s problems
- Keep them short and human and follow a clear structure.
- Don’t wait for big clients. Use internal projects or collaborations as your first examples.
