Forma Life Science Marketing Blog
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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 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.
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Tags: Positioning Branding Compelling Diagnostics
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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 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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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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