The transition from Universal Analytics to GA4 has completely changed the way your science organization should be monitoring website traffic. It's absolutely crucial that your marketing team understands the key metrics they should be tracking, and what each metric means for your science org as a whole. Whether you’re new to Google Analytics or are [...]
Spam traffic is a growing problem, and it can cause serious damage to the veracity of your Google Analytics data. According to a trusted authority on cybersecurity research, spam traffic made up a staggering 47% of all internet traffic in 2022, a 5.1% increase over the previous year. This poses a serious problem for website [...]
No marketer wants their website to have a high bounce rate. Even the most entry-level marketer knows that a lower bounce rate is always better than a high one. But what exactly is a bounce rate? What's a normal bounce rate for the life science industry? What can you do to reduce the number of [...]
From Google's perspective, your science website is just like any other website. The content may be a bit denser and you may have a few more pictures of people in labcoats, but Google doesn't care about that. While it's true that Google uses over 200 factors to rank URLs on its search results pages, there [...]
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 [...]
SEO problems can devastate your rankings and cause you to lose customers Many life science brands don't prioritize search engine optimization. Whether they're massive billion-dollar clinical research organizations or small, agile startups in their first year of business, one of the most common issues we've seen is the lack of knowledge about SEO. It's understandable. [...]
Don't spook your audience with bad website design! As a life science company, your website is your lifeline. It's your best tool for engaging your target audience and delivering content that will compel them to start a conversation with you. Tragically, many life science companies are scaring away potential customers by failing to implement appropriate [...]
Websites are a lot like houses: without constant upkeep, they can fail. If you're trying to impress guests that are coming over for dinner, you don't want a bunch of trash lying around on the floor. If you're trying to sell your home, there's a slim chance that potential buyers will be impressed by [...]
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 [...]
The perfect life science case study structure is clear. In spite of this, many case studies don't include one or more of the seven components necessary for maximum effectiveness. In this issue I'll discuss these seven components and their proper order. I'll also reveal how the focus of your case study (the overlap of your Unique Value and your Approach) can be tuned throughout your case study to increase audience engagement.
Life science sales cycles can be long. For this and many other reasons (which I’ll summarize below), it is important that we nurture our prospects. While some life science organizations understand lead nurturing well, many don't understand the subtleties involved in creating a highly effective life science lead nurturing "ecosystem." In fact, there are eight distinct activities involved in life science lead nurturing. In this issue I'll describe each activity, and show how they all work together. It turns out that both lead nurturing and lead generation share many of the same activities, so I'll spend some time discussing both. If you're interested in understanding how lead nurturing works or how to improve your own lead nurturing activities, read this issue.
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.
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