Forma Life Science Marketing Blog
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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.
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Tags: Differentiation Positioning Clarity Diagnostics Consistency
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The Value of the Diagnostic Process is the Same in Marketing and Medicine
May 27, 2010 at 8:52 AM by David ChapinWhen you go to a doctor, the most important thing that happens is the first thing: the diagnostic process. Questions get asked, your patient history gets taken, tests are run and results are examined.
Only then can the treatment begin, because only then does your team of medical specialists know enough to recommend and implement the right treatment.
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Tags: Clarity Diagnostics Treatment
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Authentic Complexity
May 20, 2010 at 10:24 AM by David ChapinAuthentic complexity (for example, a subject with lots of moving parts, lots of interactions, and lots of variables) can’t be made arbitrarily simple. Authentic complexity can’t be made arbitrarily simple – but it can be made digestible.
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Tags: Clarity Audience Compelling
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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: Clarity Audience Competitors Marketing
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What is Compelling?
March 10, 2010 at 10:27 AM by David ChapinAt Forma, we work with companies in the life sciences to Make the Complex Compelling. In this sector, there is lots of subject matter that is complex. The borders of knowledge have been pushed back quite far, so the questions being addressed are often very complex. And the audience is often technically sophisticated. They have lots of detailed questions that can require complex answers.
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Tags: Clarity Audience Compelling
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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.
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Tags: Loyalty Positioning Clarity Audience Customers
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Complex Science Doesn’t Make You Special
January 8, 2010 at 3:40 PM by David ChapinAll 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.
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Tags: Explanation Clarity Commercialization Evolution
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We Couldn’t Have Said It Better…
December 22, 2009 at 1:25 PM by David Chapin“Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that's creativity.”
Charles Mingus (American jazz bassist and composer, 1922 – 1979)
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Tags: Clarity Compelling
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The Importance of Hierarchy in Marketing Life Science Products and Services
December 18, 2009 at 10:30 AM by David ChapinI have often heard scientists say that they are “immune” to marketing. We disagree. Scientists are people just like everyone else. They absorb information through the same senses, and the neurons they use to understand new concepts work the same way, no matter what discipline they studied or where they got their doctorate.
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Tags: Buying Hierarchy Clarity Selling
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Envisioning an Understandable Future, by Looking at a Confusing Past
December 1, 2009 at 10:31 AM by David ChapinThe 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.
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Tags: Future Explanation Immunity Hierarchy Clarity
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The Evolution of Complexity Demands an Evolution in Clarity
November 24, 2009 at 9:14 AM by David ChapinToday is the 150th anniversary of the publication of On the Origin of Species, Charles Darwin's groundbreaking treatise on evolution, one of the most elegant theories in the life sciences. At the time, it was cutting edge biology.
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Tags: Explanation Clarity
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The Need for Clarity in Marketing
October 28, 2009 at 1:47 PM by David ChapinClarity 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.
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Tags: Research Clarity Genetics Explanation
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