Science. It’s the familiar material we work with every day, as we distill complex issues into compelling communications for sophisticated audiences.
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.
Quintiles approached Forma about a new branding initiative in the early 1990s, they numbered only 35 employees. See what other brands Forma has developed.
In this issue we’ll discuss the importance of knowing your audience when developing your social media strategy.
Positioning is your brand’s DNA. This article will address the key attributes of such a statement and provide a template for creating your brand’s own positioning statement.
Summary: In this first of a series, we look at the return on investment (ROI) for marketing in the life sciences. Can ROI be measured in a meaningful way? If so, what preconditions are required for such a measurement to be valid? We’ll begin our exploration of these complex issues by looking at why marketing is unique among all the major business functions. We’ll explain and examine the ROI Pathway and explore why an overall ROI ratio is not as useful as a series of individual ROI measurements for different components of the marketing mix. We’ll conclude this issue with an examination of two of the five systemic challenges to determining marketing ROI in the life sciences.
I’ve been invited to the White House to take part in a small business briefing this week. It’s a great opportunity, and I’m interested in learning from clients and readers what issues they think should be raised. Please comment (respectfully, of course).
One of the first steps to tackling your social media strategy and ensuring success is a social media plan. Ask yourself these questions: Who will be responsible for monitoring our social media presence? How will we monitor our presence? Where are our audiences in the social media hemisphere? Who are our industry influencers? How do [...]