Forma Life Science Marketing Blog
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Marketing Checklist: Segment Your Audience
August 13, 2010 at 11:03 AM by David ChapinI’ve been thinking about life science marketing checklists (see my post from 8/10/2010) and wondering: What items are so important from a marketing perspective that they should appear on a checklist?
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Tags: Audience Customers Checklist
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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: Compelling Advertising Marketing Future Content Audience Bioscience Customers
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Why Consistency is Important in Marketing
July 1, 2010 at 8:43 AM by David ChapinIn every textbook for Marketing 101 courses, you’ll find a section on the importance of consistency. Why is consistency important?
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Tags: Customers Consistency Trust
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Warm Coffee and Bright Smiles: We Have the Best Service!!!
June 7, 2010 at 9:30 AM by David ChapinService firms in the drug development chain too often try to differentiate themselves on service levels. Unless you can prove that your service is somehow superior (through the use of an independent metric that is verifiable before purchase) this won’t really help.
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Tags: Expertise Customers Differentiation Service
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Ensuring Repeat Business in Life Science Companies
April 29, 2010 at 11:06 AM by David ChapinRepeat business is a key to many life science companies’ success.
When people are thinking about buying again, what controls their decision? One factor is this: Was the experience enjoyable enough to repeat? But this brings up another question: What exactly do you remember about your experiences, and how does this color your decisions about repeating this experience in the future?
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Tags: Buying Research Customers 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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Why You Shop vs Why You Buy
December 15, 2009 at 4:27 PM by David ChapinThink for a moment about your best supplier – the one your bioscience company wouldn’t leave, even for a cheaper price, because your loyalty is so strong.
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Tags: Loyalty Buying Research Audience Customers
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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.”
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Tags: Positioning Research Audience Customers
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