Forma Life Science Marketing Blog
|
|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
 |  |  |  |  |  |
Email Post
Comments (0)
Treat the Cause, Not the Symptoms.
July 12, 2010 at 3:23 PM by David ChapinTreating the cause brings longer lasting relief than treating the symptoms. In medicine and in marketing, treating symptoms can bring temporary relief, but it doesn’t address the root cause of the condition.
read more...
Tags: Differentiation Positioning Clarity Diagnostics Consistency
| | | | | |
Email Post
Comments (0)
Why Market Research is Like a Clinical Trial
June 23, 2010 at 2:19 PM by David ChapinTwo factors are important if you want to get clear answers out of a clinical trial. The first is proper enrollment – getting the right numbers of the right patients to participate. The second is asking the right questions in the right way – that is, determining what effects to look for, and how to measure those effects.
read more...
Tags: Positioning Research Audience Testing
| | | | | |
Email Post
Comments (0)
Why is it so hard to diagnose your own marketing ills?
June 21, 2010 at 8:58 AM by David ChapinTo 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 be so high – life and death. The impacts of marketing are serious too: success or failure of the business.
read more...
Tags: Positioning Audience Diagnostics
| | | | | |
Email Post
Comments (0)
Thought Leadership
June 3, 2010 at 10:35 AM by David ChapinWhat makes a thought leader a thought leader? There are many answers to this question, but in the end, it boils down to just a few things:
Thought leaders are trusted if they 1) know more than you do (this knowledge is frequently the result of intense or deliberate study), 2) they can explain what they know in ways that are relevant and compelling, 3) they are recognized by respected authorities or by the audience as a thought leader and 4) they are visible and influential in their field (through speaking, publishing, etc).
read more...
Tags: Positioning Explanation Audience Content
| | | | | |
Email Post
Comments (0)
Referrals in the Life Science Sector
May 24, 2010 at 9:37 AM by David ChapinWhen we ask clients how they get new business, some life science firms respond: “We get most of our customers from word of mouth and referrals.”
The implication is: “We are getting high quality clients and saving money on sales costs; isn’t that great?”
read more...
Tags: Positioning Audience
| | | | | |
Email Post
Comments (0)
A Key Diagnostic Question for Life Science Brands
May 17, 2010 at 9:26 AM by David ChapinWhen diagnosing your own marketing ills, it is hard to know how to differentiate the urgent symptoms from the important ones, and the important ones from the unimportant ones.
Even trained professionals, like doctors, don’t diagnose themselves. Yet, everyone believes it is OK to diagnose themselves for marketing issues.
read more...
Tags: Positioning Branding Compelling Diagnostics
| | | | | |
Email Post
Comments (2)
The Basic Steps of Marketing
April 22, 2010 at 2:38 PM by David ChapinLet’s face it, the basic tenets of marketing have remained the same, even though the technology we use to deliver it has changed.
read more...
Tags: Positioning Research Messaging
| | | | | |
Email Post
Comments (0)
Who Can You Trust in Life Science Marketing?
April 15, 2010 at 2:31 PM by David ChapinWho can you trust? Apparently not your friends, at least not your online friends.
read more...
Tags: media Positioning Branding Audience Social
| | | | | |
Email Post
Comments (1)
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.
read more...
Tags: Marketing Life Reputation Positioning sciences Expertise Thought leadership Content strategy
| | | | | |
Email Post
Comments (0)
When Tighter Regulatory Scrutiny Leads to Better Lifescience Marketing, Something is Seriously Wrong
February 11, 2010 at 9:34 AM by David ChapinWhen 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, CROs and service providers that have to submit data to their sponsors and the FDA).
read more...
Tags: Commodity Positioning DTC Audience CRO
| | | | | |
Email Post
Comments (0)
What are the Goals of Marketing?
February 1, 2010 at 11:44 AM by David ChapinWhat 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.
read more...
Tags: Loyalty Positioning Clarity Audience Customers
| | | | | |
Email Post
Comments (0)
Words you Should Never use on Your Website
January 27, 2010 at 9:29 AM by Forma Life Science MarketingDavid Chapin, CEO, has recently been published in the January/February 2010 issue of IMPACT Magazine. David details the importance of developing a unique positioning by what you say about your company on your website.
read more...
Tags: Positioning Website IMPACT
| | | | | |
Email Post
Comments (0)
Who Should be in Charge of Your Positioning?
January 21, 2010 at 3:36 PM by David ChapinIf you don’t have a clear positioning for your bioscience company, your services or your products, the following people will be very happy to develop one for you, free of charge:
Your customers,
Your prospects,
Your competitors,
The media,
Your mom.
read more...
Tags: Positioning Competitors
| | | | | |
Email Post
Comments (0)
Genetic Engineering of Your Firm’s Marketing DNA
January 4, 2010 at 2:23 PM by David ChapinI’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 company’s positioning is internal and private.
read more...
Tags: Positioning Genetics
| | | | | |
Email Post
Comments (0)
When Should You Ignore Your Competitors?
December 9, 2009 at 9:25 AM by David ChapinIn 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.”
read more...
Tags: Positioning Research Audience Customers
| | | | | |
Email Post
Comments (0)
The Origin of Branding in the Life Sciences
November 17, 2009 at 10:37 AM by David ChapinThere is a lot of discussion about branding among marketers.
read more...
Tags: Positioning Branding
| | | | | |
Email Post
Comments (0)
