Summary: Inbound marketing, when done well, should result in a steady stream of well-qualified life science leads. In this issue, we begin our look at inbound marketing in the life sciences by considering the issue from the viewpoint of a prospect. What makes them consider you, rather than one of your competitors?
Creating Effective Inbound Marketing in the Life Sciences – Part 1: The Customer’s Viewpoint, Vol. 5, No. 4, 04/25/2013
Summary: Marketing automation is a hot new tool in life science marketing. But what does it take to harvest the most benefit from marketing automation? In this issue, we look at the life science marketing practices attitudes, skills and resources necessary to implement a successful marketing automation program.
Life Science Marketing Alignment – Part III: Diagnosing and Treating Misalignment, Vol. 5, No. 2, 02/13/2013
Summary: We continue our discussion of life science marketing alignment and misalignment by discussing the most common, and potentially most damaging, types of life science marketing misalignment. We provide a guide to diagnosis these conditions and some thoughts about treating these common misalignments.
Life Science Marketing Alignment – Part II: Diagnosing and Treating the Four Types of Misalignment, Vol. 5, No. 1, 01/18/2013
Summary: Life science marketing misalignment will impede your effectiveness and lower your ROI. So diagnosis of marketing alignment is a crucial first step in determining whether misalignment is present, and if so, which type. In this issue, we continue our look at alignment in life science marketing by examining the first two types of misalignment. We provide some diagnostic questions to help you determine which type of misalignment (if any) is present, and we point the way towards effective treatment.
Summary: A common problem in life science marketing is misalignment. Misalignment can severely impede your life science marketing efforts, resulting in a variety of symptoms. This issue examines this all too common problem. We begin with a simple assessment to help you determine if your marketing is correctly aligned. We’ll review the Marketing Mechanism of Action as a framework for understanding the four different types of misalignment.
Summary: We continue to explore the all-important role your brand/story plays in your sales success by examining its many components (the verbal, the visual, the tactile, etc.) and its two layers (the rational and the emotional). We’ll discuss the creation of your brand/story and we’ll close with a discussion of the newest component of your brand/story: your content.
Summary: The concept of brands and branding can be confusing. But getting this right is crucial to your sales success. In this issue, we’ll outline how your brand/story affects your audiences and their purchasing behavior. We’ll give you some simple tests to judge whether your own brand/story is helping or hurting your chances of making the sale.
Poor sales performance? It may not be your sales team; it might be your life science marketing strategy, Vol. 4, No. 7, 09/26/2012
Summary: The root problem of poor sales performance is often poor differentiation and poor positioning. We examine a typical growth pattern of service organizations in the life sciences and see how better sales traction begins with a clearly defined marketing strategy.
Summary: Focusing your expectations of marketing and tracking the proper marketing metrics lays the groundwork for improving your ROI performance over time. Part three of a three-part series.
Summary: In this second of a series, we continue our look at return on investment (ROI) for marketing in the life sciences. We’ll outline the five systemic challenges to determining marketing ROI in the life sciences. In our next issue, we’ll outline the conditions and the steps required to determine marketing ROI.