In the ever-changing world of life sciences, staying ahead requires a strategic balance between short-term wins and long-term vision. While immediate objectives keep the momentum going, long-term goals ensure your company’s sustainable growth and innovation. Achieving both simultaneously can be challenging, which is why partnering with a marketing agency on retainer can make all the [...]
Your audience is hungry for answers. Your job is to provide them. In the competitive and highly-regulated world of life sciences, brands must go beyond traditional marketing tactics to establish trust and authority with your audience. One of the most effective ways to achieve this is by providing the best answers to your audience’s questions. [...]
A key aspect of digital marketing in the life sciences lies in social media. The real-time engagement aspect of social media can transform a science company’s page into its voice, addressing concerns, resolving conflicts, and raising awareness about its brand consistently. In an industry where online presence is crucial, leveraging social media is not merely [...]
Positioning and messaging is a critical aspect of marketing for life science organizations. It involves defining your brand's unique space in your audience's consciousness, setting it apart from competitors. Crafting an effective positioning statement can be challenging, even for experienced marketers. In this article, we'll provide guidance and a template to help life science brands [...]
Life science startups play a crucial role in the pharmaceutical, biotech, and medical device industries. They're more agile and innovative than the huge enterprise juggernauts at the top of the food chain, and they're able to deliver one-of-a-kind solutions to a market that is constantly evolving. The challenge for these small businesses is: how do [...]
What do CROs, CDMOs, biotech, lab instrumentation, and medical device companies all have in common? Answer: very few of them understand how to make the most of their marketing budgets. In the life science industry, where competition is fierce, regulation is strict, and resources are often limited, the effective allocation of your marketing budget can [...]
How are you making your life science brand stand out in this highly regulated industry? If you're like most science organizations, there's a good chance that you're not. Many life science companies suffer from the same generic messaging, tone, and design, which makes it difficult for them to engage with their audience in a meaningful [...]
Is your list of life science keywords being supported with engaging content? A strong list of target keywords is a proven way to attract traffic to your life science website. However, simply including the relevant keywords in your content is not enough to drive high-value traffic. In order to attract and engage your target audience, [...]
Your narrative is the north star of your life science brand. It determines what you stand for, what your goals are, and how you're different than your competitors. Unfortunately, many companies in the life sciences struggle with their personal narratives. This results in a generic brand identity that is uninteresting and easily forgotten. After all, [...]
Copywriting is the cornerstone of your content marketing strategy. Content marketing has a variety of intentions: completing sales, educating customers, or building brand awareness. Effective copywriting is the special ingredient that compels users to engage with your science brand. High-quality copy is necessary for increasing sales and outgrowing your competitors. Your audience (and all audiences) [...]
Brand misalignment can take many forms, but they all spell danger for your science brand. Brand misalignment goes by many names. Whether you call it "being on a different wavelength" or "marching to the beat of a different drum", the truth is that if one part of your science organization isn't on the same page, [...]
Forma Art Director Amanda Jackson explains how good design can lead to more audience engagement and sales. What separates good design from bad design? How can a life science company leverage the power of design to increase conversions and brand authority? We sat down with Forma Art Director Amanda Jackson to get some insights on [...]
In medicine and in marketing, treating symptoms can bring temporary relief, but it doesn’t address the root cause. Nowhere is this more clear than in marketing for the life sciences. Just as in human health, a single root cause might give rise to a whole host of symptoms. In marketing, these symptoms might be: Lack [...]
Brand positioning is one of the most critical elements of sales and marketing in the life sciences. As CultBranding.com says, "brand positioning is the process of positioning your brand in the mind of your customers. Brand positioning is also referred to as a positioning strategy, brand strategy, or a brand positioning statement." A strong, differentiated [...]
What does your audience need? What makes your service offerings unique in a crowded life science sector? How are you communicating your story? These are a few of the crucial questions that can help differentiate your brand and elevate you above your competitors. The answers won't be easy to come by, but without serious thought and research, your brand may become generic and commoditized.
Client endorsements can be a huge boon for your life science brand Networking and reputation management is a significant part of sales and marketing. This is especially true for a highly-regulated industry like life science and biotech, where a high-quality referral can lead to a multiyear partnership. It's rare that endorsements occur naturally without any [...]
This is a condensed version of David Chapin's original whitepaper, "8 Fundamental Principles for Creating Compelling Case Studies". Case Studies are Crucial Marketing Tools Case studies are one of the most powerful marketing tools in your arsenal. They can compel users to engage with your brand in a way that other marketing initiatives cannot. However, [...]
One of the surprising benefits of using archetypes is that when properly applied, they can dramatically improve employee alignment and team performance. How? In this issue, I unpack the specific nature of archetypal patterns and dig into research which reveals that these patterns are not identical from one person to the next.
Is your life science website as good as it can be? Chances are, it isn't. Don't feel bad, every site on the internet can be improved in some way. The good news is that many of the most impactful site optimizations are easy to implement. In our line of work, we've seen sites ranging from [...]
How does your communication strategy change during times of crisis, and are there methods you can put in place so your brand will be ready for the next one? If your brand dabbles in content marketing even a little bit, this is a question you should be asking yourself. At the time of this writing, [...]
Why am I (an expert in the field of life science marketing) writing about employee turnover? Because the two are intimately connected. I’ll lay out the case here and in upcoming issues.
Tone of voice (and the archetypes that can help define and guide it) is a powerful tool for differentiating an organization and a set of offerings. Given its power, it’s surprisingly underutilized by life science organizations. Keep in mind, however, that like all tools it can be powerful when used correctly—and cause significant problems when used without care. Since the team at Forma has been deeply involved in using tone of voice and archetypes as part of our marketing toolkit for several years now, I’d like to offer a few cautions.
Tone of voice is a powerful tool for differentiating your life science offerings. In the previous issue, I discussed the need for consistency. Since every employee has the potential to be a brand ambassador, ensuring consistency means aligning all employees around a single tone of voice.
Tone of voice is a powerful tool for differentiating your life science offerings. In the previous issue, I discussed how tone of voice can be guided by archetypes. I also reviewed some experiments demonstrating the self-reinforcing nature of archetypal patterns. This self-reinforcement plays a crucial role both in enabling archetypes to guide tone of voice and allowing a particular tone of voice to be understood as a component of an archetype’s pattern. In this issue I build on those topics by looking at other patterns, biases and heuristics that support the need for consistency when using tone of voice in your life science marketing efforts.
Tone of voice is a powerful tool for differentiating your life science offerings. In the previous issues in this series, I examined the benefits of harnessing tone of voice and offered a new system for defining tone of voice: archetypes. In this issue, I discuss some experiments which demonstrate the self-reinforcing nature of archetypal patterns. This has many positive implications for marketers who wish to harness tone of voice as an effective tool for differentiation: enabling clear communication, driving consistency, and even improving team alignment.
Tone of voice is a powerful tool for differentiating your life science offerings. In the previous issue, I presented a new system for defining tone of voice: archetypes. In this third issue on tone of voice in life science marketing, I discuss the different components of tone of voice, and reveal the results of experiments done to test the link between archetypal patterns and vocabulary.
Tone of voice is a powerful tool for differentiating your life science offerings. Unfortunately, it is often ignored. In the second in a series on tone of voice in marketing, I introduce a new way of developing a tone of voice, one that can be easily shared across your entire life science marketing team—and beyond.
In marketing communications, tone of voice is not your content or message, but it is crucial nonetheless. While tone of voice is a powerful tool to differentiate your offerings, it is often ignored. In this first in a series on tone of voice in marketing, I tease apart some of the interesting aspects of tone of voice, reveal a multi-dimensional scale that can be used to classify different tones of voice, and outline one possible system for defining your specific tone of voice.
Summary: There’s a lot of confusion out there between archetypes and personas. Both hinge on common patterns, but we shouldn’t confuse the two. I’ll explore this topic and shed some light on the different uses of the words Personas and Archetypes. I hold out hope that we can agree on common definitions and avoid some of the confusion that comes from the words’ overuse, misuse and abuse
In this first of three issues I examine how to help your employees align their behaviors with your life science organization’s mission by using archetypes. Alignment is a topic that will be receiving lots of attention in the next several years, and archetypes provide an excellent vehicle for creating this alignment. I begin with a bold declaration about the worth of your mission statement.
Archetypes have four main roles within the context of an organization’s life science sales and marketing activities. Several of these roles (alignment and communication) apply inside an organization and several (communication, resonance and differentiation) apply externally. In this issue, I’ll examine each role in turn and show how these roles support sales and marketing success in life science and biotech organizations.
Archetypes are one effective way to manage the meaning of your brand-story in the minds of your audiences. Doing so effectively leads to greater differentiation and pricing power. Studies have shown that careful selection and maintenance of archetypes is related to higher profit. What are archetypes? In this and subsequent issues, we’ll introduce the basics of this fascinating topic.
The root problem of poor sales performance is often poor differentiation and poor positioning. We examine a typical growth pattern of service organizations in the life sciences and see how better sales traction begins with a clearly defined marketing strategy.
Culture eats strategy for breakfast – Part 2 Recent research we conducted with life science companies shows that leaders in the life sciences believe they establish corporate culture, but they do little to document this culture in a way that lasts once they leave the room. In this issue, I reveal several other surprising insights [...]
Culture eats strategy for breakfast - Part 1 If it's true that culture eats strategy for breakfast, and if we think about what that really means, then we'll conclude that life science leaders should spend as much time planning and documenting culture as they do financial performance. Recent research we conducted with life science companies [...]
Positioning is one of the foundations of effective marketing. Unfortunately, positioning is also one of the most confusing terms in marketing. (Except maybe “branding,” but that’s a topic for another issue.) And, as it turns out, when it comes to creating an effective marketing strategy for your life science organization, positioning is one of the [...]
Positioning is one of the foundations of effective marketing. Unfortunately, positioning is also one of the most confusing terms in marketing. (Except maybe “branding,” but that’s a topic for another issue.) And, as it turns out, when it comes to creating an effective marketing strategy for your life science organization, positioning is one of the easiest things to get wrong.
Life science marketing is a lot like cycling. Great Britain has dominated professional cycling over the last decade. The British team has won the Tour de France—cycling’s most prestigious event—5 out of the last 6 years. This record is amazing. To find its equal, you have to go back many years, to the time when [...]
As we begin 2018, there’s one marketing resolution I wish you’d make. Make this marketing resolution, then actually implement it, and you’ll change the trajectory of your marketing efforts—you’ll gain clarity and make a positive difference on all your marketing activities throughout the year. This marketing resolution has three parts. But to understand it, you [...]
In the age of high-speed Internet, constant contact is considered normal. With a smart phone in almost every pocket, customers expect answers at the push of a button. Social media is a great way to communicate with customers quickly. According to Hubspot, 72% of adult Internet users use Facebook, 25% of adult Internet users use [...]
Onboarding a new team member is an exciting moment for every life science organization, but it is also a milestone that requires the careful transfer of lots of information. Doing this correctly will kick-off a terrific relationship with your newest team member, but doing this incorrectly will inevitably lead to unnecessary confusion, misaligned priorities, and [...]
Let’s explore the dark side of archetypes a bit and look at how we can use our awareness of an archetype’s “shadow” to help us stay out of trouble. We’ll begin by looking at two consumer brands not in the life sciences, but with clear archetypes: Volkswagen, the Child, and Dyson, the (idealistic) Innovator. As [...]
If your boss directed you to double your profit, what specific steps would you take? In this issue, I look at some interesting case studies that indicate how you could achieve this desirable goal.
In this first of three issues I examine how to help your employees align their behaviors with your life science organization’s mission by using archetypes. Alignment is a topic that will be receiving lots of attention in the next several years, and archetypes provide an excellent vehicle for creating this alignment. I begin with a bold declaration about the worth of your mission statement.
Summary: In this issue I examine ten specific situations where archetypes can help the sales process. If your organization has chosen an archetype wisely and trained employees on the proper use of archetypes, the results can drive increased engagement with audiences and lead to increased sales. I’ll begin with a brief review.
Two questions invariably come up when talking with life science marketers about archetypes. The first is: what are archetypes? I’ve answered that question in many places—here’s a good introduction: Gaining differentiation (and pricing power) through the use of archetypes in life science marketing. The second question is: can I have multiple archetypes, one for each [...]
Archetypes have four main roles within the context of an organization’s life science sales and marketing activities. Several of these roles (alignment and communication) apply inside an organization and several (communication, resonance and differentiation) apply externally. In this issue, I’ll examine each role in turn and show how these roles support sales and marketing success in life science and biotech organizations.
In this issue, I consider the use of archetypes in driving engagement and sales. Archetypes can align with your organization’s services and products, they can align with your culture, they can align with your communications, or they can align with any combination of the three. Is any one alignment more powerful than the others in creating engagement and sales? We’ll begin our exploration by drawing an analogy between the behaviors of characters in stories and the behaviors of organizations in the life sciences.
– Third, and final, in a series – In the first post in this series I talked about how most life science marketing stinks due to the scientists’ need for Clarity and completeness. I also introduced the idea that most effective communication in life science marketing can be boiled down to living somewhere on the [...]
In this issue, I reopen the topic of archetypes as an aid to drive engagement, differentiation and sales in life science marketing. If you already have a position, can archetypes help? What if your position is ineffective, can archetypes help? Let’s explore this interesting topic.
– Second in a series – In my previous post, I talked about how most life science marketing is less than adequate (stinks), due primarily to the scientist’s need for Clarity and completeness. I introduced three key characteristics that, much like a funnel, make scientists want to become scientists: The search for answers The [...]
In this issue, I complete my examination of the process of rebranding. I’ll outline the last 5 steps in the rebranding process, and discuss the importance of introducing your new position and brand-story to your internal and external life science marketing audiences.
—First in a series— Most life science marketing (stinks) is less than adequate, and I have a theory about why that is. It begins with what makes a scientist want to become a scientist in the first place. There are three key characteristics that make scientists want to become scientists, which also loosely describe [...]
In this issue, I examine the process of rebranding. I’ll outline the first 5 steps in the rebranding process for a life science organization, product or service. Once you’ve decided to rebrand, you should begin by developing a clear-eyed understanding of your environment, your audiences and your competitors. Then you must select a position and an archetype.
The recent webinar, Using archetypes in life science marketing to increase sales and margins, included an interactive discussion led by David Chapin that shed new light on how life science organizations can set themselves apart from the competition and better engage their audiences in a crowded, highly regulated marketplace. In so doing, such organizations will benefit [...]
Explore this infographic to find out if it's time to rebrand your life science organization.
Photo: seaskylab at FreeDigitalPhotos.com Words 2 Wow Founder Chris Conner (@words2wow) recently asked life science sales professionals if their marketing communications teams were giving them what they need to be successful – namely getting the right leads into the funnel and creating tools to help them bag the business. Only 40% of the [...]
In this issue, I provide some guidance on the makeup of your life science rebranding task force. Having worked with many such teams over the past two-and-a-half decades, I’ve learned that some attributes are essential, and some should be strenuously avoided. I’ll begin this issue by outlining how to guide the rebranding discussion and I’ll close it by discussing the issue of timing: how do you know when to rebrand? In the next issue, I’ll provide a decision tree to help you make the decision: Is it time to rebrand my life science organization, product or service?
In this issue, I examine the diverse set of factors that typically trigger the discussion about whether a life science organization should rebrand. I’ll also discuss the positive and negative consequences of rebranding. In the next issue, I’ll cover the attributes, roles and responsibilities that should be part of any rebranding task force.
"Market share as a first priority generally doesn’t end well. When you compete on quality, 'almost the best' will often still do pretty well. When you compete on price, 'almost the cheapest' always loses." The quote above comes from a recent post by Apple-centric tech blogger John Gruber. Though Gruber was specifically referring to the Smartphone [...]
Isn’t it ironic that marketing, the one business function that is (supposedly) responsible for clear communication, is also the one with widespread confusion about the meaning of one of its central terms: brand? There are actually at least four meanings, all very different. So I’m going to begin the discussion about rebranding by clarifying some terminology. And then I’ll point out the eight foundational assets you must have for an effective “brand” in life science marketing. In future issues, I’ll cover the reasons to think about rebranding, discuss the team you need to undertake this effort, provide a decision tree that will allow you to determine whether it’s time to rebrand, and give you a roadmap to follow as you rebrand your life science organization, product or service.
Image courtesy of Stuart Miles at FreeDigitalPhotos.net Regardless of how you feel about Kim Kardashian, she is consistent in her quest to stay relevant. In life science marketing, we would never recommend that our clients pose in the buff, but we insist that they are consistent across all of their touch points – [...]
As I discussed last month, entering the life science market is not a trivial exercise. There are many factors that make this market unique and I’ll start by reviewing some of those. Then I’ll take a closer look at the audiences in the life sciences and some of the specific attributes they share. Understanding these audiences, and how to draw them closer to you, is a critical success factor for entering the life science market.
Many companies try to enter the life science market, lured by the promise of rapid growth and significant opportunity. But entering the life science market can be difficult; many companies try and fail. In this first of two whitepapers on the subject, I’ll provide an overview of some of the factors that make this market unique and identify what you can do to increase your chances of success.
Choosing a name for a life science company, product or service can be difficult. Any choice will generate a strong, almost instantaneous response, carry great emotional weight and (ideally) last a long time. How do you choose a name while avoiding the emotional rollercoaster that such choices often bring? I outline an eight-step process. But first, let’s talk about the importance of choosing the proper name.
The terms User and Customer research are sometimes used interchangeably, and while there can be some similarities between these two types of research, there are distinct differences. In general, both of these types of research focus on understanding behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies. However, that is where [...]
Frank Diana, Global Head of the Digital Enterprise Solutions Team at Tata Consultancy Services (TCS), paved a road map for becoming an emerging digital enterprise. In this exceptional 6-part online series featured on Perspectives, TCS Consulting Journal, Diana presents a compelling case for organizations facing commoditization of their products and services. In his 2nd installment, [...]
Archetypes are a powerful way to manage the meaning of your brand-story. Using archetypes effectively allows you to create high-performance life science marketing—leading to greater differentiation and pricing power. In past issues, I’ve outlined how to determine the archetypes of your competitors and how to choose an archetype for your own organization. Now, in this final issue covering archetypes, it’s time to put your archetype to use. Let's get practical.
The effective use of archetypes can provide differentiation in life science marketing. But choosing an archetype can seem like a daunting task. How do you choose an archetype for your own organization? I outline a proven ten-step process.
A recent deal between Novartis, GlaxoSmithKline and Ely Lilly shows where the life science industry is headed: Specialization. Novartis is moving exclusively to Oncology drugs, GSK to vaccines and Lilly to animal drugs. Differentiating yourself from your competition is how to grow sales and market share. Specializing is one way to differentiate. But what if [...]
Archetypes are one effective way for life science companies to create greater differentiation and pricing power through effective marketing. In this issue, I’ll explore an example of bringing archetypes to life throughout your marketing communications, and I’ll discuss how you can determine the archetypes of your competition.
Summary: Archetypes are a powerful tool to guide the development of your marketing communications. In this issue, we’ll start by examining one of the sources of the strength of archetypes: pattern matching. We’ll look at the twelve families of archetypes and at the many different archetypes within these families. And we’ll discuss why you shouldn’t select the Scientist or the Innovator as your archetype.
One of the primary things we do in working with life science companies is to help them assess where they are now and then to decide where they want to go. These are fundamental questions of goals, strategies, tactics and positioning and they touch not just how companies go to market, but also on the [...]
Archetypes are one effective way to manage the meaning of your brand-story in the minds of your audiences. Doing so effectively leads to greater differentiation and pricing power. Studies have shown that careful selection and maintenance of archetypes is related to higher profit. What are archetypes? In this and subsequent issues, we’ll introduce the basics of this fascinating topic.
In reading a recent Forbes post about brand and marketing trends for 2014, it would appear that there are lots of areas for Life Science companies (14 on the list) to focus on in 2014. While many items on the list have merit, let's focus on the first two. And since the first trend Forbes [...]
Most life science marketing is ineffective. Surprisingly, horribly, disastrously ineffective. But it doesn't have to be this way. There are 10 commitments we can make that will transform our marketing efforts into high-performance life science marketing. Make these 10 commitments and join the movement to wipe low-performance marketing off the face of the earth.
There is significant misunderstanding about how marketing works – that is, of the mechanism by which it affects people’s attitudes, beliefs and behaviors. In particular, many scientists believe that they are immune to marketing’s effects. But if scientists are immune to marketing’s effects, why do so many companies continue to spend significantly on marketing campaigns? The reason is simple: this supposed immunity is just a myth; marketing actually works. To understand how, let’s examine the marketing mechanism of action.
Different wavelengths. A disconnect. Out of sync. Marching to a different drummer.Call it what you will, but misalignment in life science marketing can have significant effect on your organization, inside and out:Poor employment engagement, including high turnoverA confused marketplace and workforceA marketing effort with low ROILack of focus – in your target audience, specialization, business [...]
Marketing is getting more complex as buyers retreat into anonymity. To be effective, the Marketing function must shift from focusing on simple, outbound promotional activities to attracting prospects, and then converting them from visitors to leads to customers. Inbound marketing is more complex and is more synergistic than outbound marketing. For example, outbound marketing is designed to culminate in a single exchange of value, that is: products or services exchanged for money. Inbound marketing is designed to employ many small exchanges of value and this shift requires changing the way we think about marketing in the life sciences.
Marketing automation is a hot new tool in life science marketing. But what does it take to harvest the most benefit from marketing automation? In this issue, we look at the life science marketing practices attitudes, skills and resources necessary to implement a successful marketing automation program.
We continue our discussion of life science marketing alignment and misalignment by discussing the most common, and potentially most damaging, types of life science marketing misalignment. We provide a guide to diagnosis these conditions and some thoughts about treating these common misalignments.
Life science marketing misalignment will impede your effectiveness and lower your ROI. So diagnosis of marketing alignment is a crucial first step in determining whether misalignment is present, and if so, which type. In this issue, we continue our look at alignment in life science marketing by examining the first two types of misalignment. We provide some diagnostic questions to help you determine which type of misalignment (if any) is present, and we point the way towards effective treatment.
A common problem in life science marketing is misalignment. Misalignment can severely impede your life science marketing efforts, resulting in a variety of symptoms. This issue examines this all too common problem. We begin with a simple assessment to help you determine if your marketing is correctly aligned. We’ll review the Marketing Mechanism of Action as a framework for understanding the four different types of misalignment.
We continue to explore the all-important role your brand/story plays in your sales success by examining its many components (the verbal, the visual, the tactile, etc.) and its two layers (the rational and the emotional). We’ll discuss the creation of your brand/story and we’ll close with a discussion of the newest component of your brand/story: your content.
The concept of brands and branding can be confusing. But getting this right is crucial to your sales success. In this issue, we’ll outline how your brand/story affects your audiences and their purchasing behavior. We’ll give you some simple tests to judge whether your own brand/story is helping or hurting your chances of making the sale.
The root problem of poor sales performance is often poor differentiation and poor positioning. We examine a typical growth pattern of service organizations in the life sciences and see how better sales traction begins with a clearly defined marketing strategy.
Social media provides numerous opportunities for life science companies to interact, engage and educate their audiences. With multiple platforms available, many companies don’t know where to start this process. Thus, many life science companies either avoid social media or spread themselves too thin trying to cover all of their media bases. Unfortunately, neither of these strategies will lead to successful content marketing and social media campaigns in the life sciences. A successful online marketing or content campaign must start with a thorough understanding of the audiences you are trying to reach.
In the last of a series on this topic, we expand the applications of the model depicting different relationships among families of brands. We look at several sectors in the life sciences and notice the similarities among the approaches used. We also discuss the use of the model as a tool for planning the changes in relationships among families of brands in the midst of life science marketing challenges, such as mergers, acquisitions, divestitures and product and service launches.
We continue our discussion of the marketing challenges faced during mergers and acquisitions in the life sciences. In this issue, we return to the model we recently introduced, one that provides a way to ask and answer the key question that must be addressed during mergers, acquisitions and even product or service launches: How should the relationships among different brands in a common family be portrayed to the audience? We discuss the advantages and disadvantages of the four possible answers and provide guidance for choosing one answer over the other.
Mergers and acquisitions are a fact of life in the life sciences. As the drug development ecosystem – which was previously vertically integrated – fragments and as the industry consolidates, mergers will become even more common. Mergers and acquisitions raise some of the most interesting challenges in life science marketing. In this issue, we open our series on this fascinating topic by identifying the key question that the life science marketers involved in any merger or acquisition must answer. We also provide a framework to understand the four possible answers to the key question.
In this issue we give you access to a tool you can use to assess your own marketing-based lead-generation efforts. Take 10 minutes to answer some short and simple yes-no questions about your brand and you’ll receive valuable feedback on your lead-generating efforts. We’ll also look at common patterns in the responses.
In this issue we continue our examination of the ladder of marketing-based lead generation for life science, med-device and biotech companies. We pose questions that will help you get the most out of your ladder by optimizing your portfolio of lead-generating activities. We discuss how you can improve your lead generation by “climbing” the ladder over time.
In this issue we examine in more depth the ladder of marketing-based lead generation for life science, med-device and biotech companies. We discuss the six uses for the ladder. We outline a process for creating your own ladder, and provide a link to a template you can customize for your own use. Next month we’ll finish our discussion on the ladder of lead generation by discussing some tactics you can use to improve your lead generating initiatives.
The ladder of lead generation is a useful tactical tool for understanding, assessing and managing lead-generation activities in life science, med-device and biotech companies. In this issue, we’ll take a closer look at the ladder of lead generation. We’ll review the foundation that is necessary for effective lead-generation initiatives and provide some specific suggestions for improving your lead-generating activities. Next month we’ll look at ways to use the ladder as a planning tool for creating your own lead generation initiatives.
Getting feedback on your marketing initiatives is vital to improving their effectiveness. Without feedback it is difficult to know what’s working, and what isn’t. There are many types of feedback, and many ways to obtain it. This month we look at the process of asking for qualitative opinions about your marketing initiatives. It seems simple, but there are many pitfalls that can be easily avoided with a little advance planning.
Having worked in the life sciences for more than two decades, we have seen a number of marketing errors commonly made by life science companies. As a follow-up to last month’s article about strategic errors, this month we’ll discuss some widespread tactical errors and provide suggestions about how to both identify and address them.
Having worked in the life sciences for quite a while, we have seen a number of common marketing errors made by life science companies. This month we will address some common strategic errors – next month we’ll cover tactical errors.
In the life sciences, many firms’ offerings are often very close to their competitors’ – almost identical in fact. This is due to many things; perhaps most important is the regulatory scrutiny that drives similarity in processes. If you are similar to your competitors, it’s not reasonable to assume that you can stand in a [...]
To judge from all the poorly positioned marketing in the life sciences, it must be very hard to diagnose your own marketing ills. Otherwise firms would fix what is so obviously wrong. It is hard to diagnose yourself. It can be dangerous too. In fact, they won’t let doctors do it, because the stakes can [...]
Crisis and opportunity in the life science sector. Service providers in the life sciences (e.g., CROs, CRMs, core labs, firms offering preclinical services such as formulation, etc) work in a sector that is changing and changing rapidly. The Big Recession tore a big swath out of Big Pharma, leaving opportunities for smaller firms to come [...]
For life science companies, diagnosing marketing ills can be problematic. This has many potential causes – maybe the company is run by scientists, who might believe that technological superiority is enough (it isn’t). Maybe the organization just doesn’t have much experience in diagnosis. Maybe the situation has changed recently, and what used to work is [...]
When the FDA monitors marketing claims VERY closely (for example, when marketing a pill, potion or med device) the result can be some very effective marketing (e.g, Advair, Viagra, etc.). On the other hand, there are cases in which the FDA is concerned not with marketing claims but only with the work product (e.g., labs, [...]
What are the goals of marketing? Ask any marketer this question, and you’ll get dozens of answers: build brand awareness, increase referrals, drive web site traffic, motivate response, creating customer loyalty, etc. In the end, all these goals stem from one thing: getting your audience to self-select. That is, to get those who are interested [...]
In the current edition of IMPACT magazine, David Chapin, CEO, details the importance of developing a unique positioning by what you say about your company on your website. Words you should never use on your website by David Chapin What you say about your company on your website can reveal whether or not you [...]
The Transtheoretical Model of Change describes the buying process via six stages through which buyers progress. There are nine methods for facilitating the transition from one stage of buying behavior to the next. In the previous issue we described four of these methods. This issue, we’ll describe the remaining five methods and provide examples from the life science sector. We’ll complete our examination by providing a diagram relating the stages of buying behavior to each of the nine methods for instigating change from one stage to the other.
All bioscience today is complex. To understand the questions that are being asked, much less to tease out significant answers, the level of education required is considerably higher today than it was 150 years ago, when Charles Darwin published On the Origin of Species. Complexity carries with it very little commercial value, other than the [...]
I’ve written elsewhere that for life science companies, positioning is the DNA of marketing. Just as DNA guides protein expression and thereby controls much (if not all) cell activity, so positioning guides marketing activities. Just as DNA is tucked inside the nucleus, and therefore ‘invisible’ to the rest of the cell, the definition of a [...]
If your company is involved in providing products or services to the ‘drug development chain,’ that is, the chain of companies devoted to discovering, developing, and testing new pharmaceutical compounds and medical devices, you should never use the word Partner on your website or in your marketing materials (e.g., “We will partner with you to [...]
In discussions with a bioscience client the other day, we noted that many firms in the life science service sector are concerned about a very narrow aspect of their competitors’ marketing: the feature list. “If ‘those guys’ have a list on their web site, we better have a list too.” It is easy to see [...]
The design process successively envisions the future, focusing on and forecasting a finer level of detail with each iteration. Sometimes, though, it is easier to envision the future if you look to the successes and failures of the past. A recent discussion with a client reminded us of this. He wanted to fill out the [...]
Last month we examined a “blueprint for buying behavior” and detailed the six stages of change through which buyers progress. This issue describes some of the methods that assist individuals in making the transition from one stage to the next. The methods are explained, and illuminated through life science examples. Part 1 of 2.
Clarity is needed now more than ever. Bringing technology out of the lab successfully means finding ways to have meaningful conversations about very sophisticated issues with non-scientists. The American Medical Association and Medco Health Solutions (a pharmacy benefits manager) recently surveyed more than 10,000 US physicians. A few of the results: the number of doctors [...]
The goal of science is often a complete description of particular phenomena. This trend to “completeness” is one explanation why scientists so often want to “say it all” when developing life sciences sector marketing. But “saying it all” can actually impede prospects’ willingness to buy. To shed some light on this issue we explore a validated model of how people change their behavior as they progress through the buying cycle. The model provides pointers on successful marketing tactics that can be used at each stage of the life science buying cycle and provides specific advice on when “saying it all” is appropriate.
Many scientists think they are ‘immune’ to marketing. Even so, companies in the life sciences sectors often resort to standard clichés when it comes to making marketing claims. In many sectors of the life science space companies shout and scream on their web sites and in their brochures – making lots of noise. Unfortunately these efforts are completely ineffective at helping prospects choose their organization. What’s going on?
Positioning is your brand’s DNA. It is private language that acts as a decision-making filter for your public communications. Given the fundamental importance of positioning, how do you go about creating an accurate and useful statement for your life science brand? This article will address the key attributes of such a statement and provide a template for creating your brand’s own positioning statement.
For life science companies, positioning is the DNA of marketing. Just as DNA guides protein expression and thereby controls much, if not all, cell activity, so positioning should guide marketing activities. But how is this positioning expressed? How does your brand convey its characteristics to your many audiences? This article explores the different touchpoints that consumers and others use to learn your brand’s positioning, brand promise, personality and values. Clear understanding of these touchpoints will allow you to create more effective marketing.
For life science companies, positioning is the DNA of marketing. Just as DNA guides protein expression and thereby controls much, if not all cell activity, so positioning should guide marketing activities. Just as DNA is tucked inside the nucleus, and therefore ‘invisible’ to the rest of the cell, the definition of a company’s positioning is internal and private. For this reason, positioning is widely misunderstood. This article explores the four components of positioning and provides a framework for understanding positioning’s role in marketing.
For life science and biotech companies selling products or services to the drug development chain, the market is in tremendous flux. The patent cliff, the contraction of ‘Big Pharma’ and increased regulatory scrutiny are causing huge seismic shifts – a.k.a., earthquakes. How do you compete effectively in this type of marketplace? This article looks at similar shifts in another industry to point the way to an effective competitive strategy for life science and biotech service companies.
Scientists often believe that they are immune to the efforts of marketers. They are not alone; many of us believe that we make decisions from a purely rational perspective and can therefore filter marketing messages out of our decision-making process. Scientists are particularly prone to subscribe to this belief, as their discipline and world-view places a premium on rational thought. Recent research proves that no one is immune; marketing can affect our behavior, even if the messages are only received subliminally. This article examines this research, and looks at its implication for the marketing of life science companies.
Scientific disciplines are often concerned with a complete description of an issue, while marketing is typically concerned with communication. When scientists engage in marketing, their training can lead them to over-communicate, which can be detrimental to their marketing goals. This article explores this phenomenon, identifies the ‘big mistake’ that most companies make, and provides guidance to avoid that mistake in marketing efforts.
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