Forma Life Science Marketing Blog
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The Need for Content in the Life Sciences
July 29, 2010 at 9:26 AM by David ChapinIn 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.
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Tags: Messaging Competitors Marketing Content Positioning Social Audience
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Distinguishing Social Media from Content Marketing
July 22, 2010 at 3:36 PM by David Chapin“Social media” sure is a popular term, isn’t it? It is not hard to find seminars, blog posts, newsletters and all sorts of experts to teach us how to harness social media. People are all atwitter (pun intended) about getting on the social media bandwagon. Social media is the marketing flavor of the month, maybe even the flavor of the year.
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Tags: Social media Evolution Marketing Prediction Content Future Audience
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Interruption Marketing is Dying
July 20, 2010 at 3:34 PM by David ChapinInterruption marketing is dying. The history of the aptly named “commercial break”) which breaks into your attention stream), is a prime example of escalating sophistication. Despite the growing sophistication of marketers, the rules have changed, the power struggle between buyers and sellers has changed and the buyers are now winning the battle.
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Tags: Content Audience Bioscience Customers Compelling Advertising Marketing Future
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Clear Terminology: Social Media and Content Marketing in the Life Sciences
July 14, 2010 at 3:26 PM by David ChapinLet’s be clear with our terminology. I’m speaking specifically about the need to differentiate between social media and content marketing.
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Tags: media Marketing Content Social Website Clarity
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Why it is Important to Have a Strong Point of View!
July 8, 2010 at 9:06 AM by David ChapinIn sales, if you are going to hear "No," you want to hear it early in the process, so you can move on from uninterested prospects to qualify someone else – someone who might be a better fit.
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Tags: Content Sales Audience Marketing
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When Free Isn’t Free: Thought Leadership and Thought Extortion
June 17, 2010 at 9:33 AM by David Chapin
There are times when free isn’t free.
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Tags: Content Trust Loyalty Marketing
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What is the Relationship Between Thought Leadership and the Psychology of Persuasion?
June 15, 2010 at 9:22 AM by David ChapinThe basic premise of content marketing is that giving away information that an audience finds useful and relevant will encourage them to respond with trust and give you the opportunity to engage them in dialog.
But why does giving away thought leadership influence people? Social science has some answers. One of the pioneers in this field is Robert Cialdini, who has written extensively on the psychology of persuasion.
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Tags: Marketing Content Explanation Research
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Building an Effective Editorial List
April 5, 2010 at 11:21 AM by Rachel HodgesContent marketing is the hot new trend in marketing, specifically life sciences marketing, and for good reason. Effective content marketing can help to position one in the space they strive to own, provide increased exposure, build brand awareness, establish and/or increase one’s reputation by generating thought leadership and help one achieve expert status in the industry.
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Tags: Marketing Thought leadership Content strategy Life Reputation Positioning sciences Expertise
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A Telescope is Better than a Magnifying Glass when Diagnosing Marketing Ills
March 25, 2010 at 5:25 PM by David ChapinFor 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 no longer effective.
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Tags: Competitors Marketing Clarity Audience
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An Interactive Marketing Workshop by David Chapin
March 19, 2010 at 10:21 AM by Forma Life Science MarketingIf you are responsible for marketing a company in the life sciences, biotech, pharma or medical device industry, you face a unique set of challenges. This workshop will provide you tools for marketing scientifically based companies, products and services.
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Tags: Content David Chapin Marketing Workshop
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