Newsletters

Summary: In this first of a series, we look at the return on investment (ROI) for marketing in the life sciences. Can ROI be measured in a meaningful way? If so, what preconditions are required for such a measurement to be valid? We’ll begin our exploration of these complex issues by looking at why marketing is unique among all the major business functions. We’ll explain and examine the ROI Pathway and explore why an overall ROI ratio is not as useful as a series of individual ROI measurements for different components of the marketing mix. We’ll conclude this issue with an examination of two of the five systemic challenges to determining marketing ROI in the life sciences.

Social media provides numerous opportunities for life science companies to interact, engage and educate their audiences. With multiple platforms available, many companies don’t know where to start this process. Thus, many life science companies either avoid social media or spread themselves too thin trying to cover all of their media bases. Unfortunately, neither of these strategies will lead to successful content marketing and social media campaigns in the life sciences. A successful online marketing or content campaign must start with a thorough understanding of the audiences you are trying to reach.

Summary: In the last of a series on this topic, we expand the applications of the model depicting different relationships among families of brands. We look at several sectors in the life sciences and notice the similarities among the approaches used. We also discuss the use of the model as a tool for planning the changes in relationships among families of brands in the midst of life science marketing challenges, such as mergers, acquisitions, divestitures and product and service launches.

Summary: We continue our discussion of the marketing challenges faced during mergers and acquisitions in the life sciences. In this issue, we return to the model we recently introduced, one that provides a way to ask and answer the key question that must be addressed during mergers, acquisitions and even product or service launches: How should the relationships among different brands in a common family be portrayed to the audience? We discuss the advantages and disadvantages of the four possible answers and provide guidance for choosing one answer over the other.

Summary: Mergers and acquisitions are a fact of life in the life sciences. As the drug development ecosystem – which was previously vertically integrated – fragments and as the industry consolidates, mergers will become even more common. Mergers and acquisitions raise some of the most interesting challenges in life science marketing. In this issue, we open our series on this fascinating topic by identifying the key question that the life science marketers involved in any merger or acquisition must answer. We also provide a framework to understand the four possible answers to the key question.

Summary: In this issue, we continue our examination of social media in the life sciences. Improving exposure via social media can attract your target audiences and promote your marketing agenda. This month, we cover the techniques necessary for writing effectively for social media channels.

Summary: In this issue, we examine the hot topic of social media in the life sciences. While some sectors of the life sciences are slower to adopt social media as a tool for engagement than others, all sectors have opportunities to improve their social media marketing.

Summary: In this issue we continue our examination of the basics of SEO (search engine optimization) for life science and marketing companies. This issue will cover some of the important off-page factors in search engine optimization for life science and biotech marketing.

Summary: In this issue we’ll take a look at the basics of SEO (search engine optimization) for life science and marketing companies. This issue will cover some of the important on-page factors; we’ll cover off-page factors in a future issue.

Summary: In this issue we give you access to a tool you can use to assess your own marketing-based lead-generation efforts. Take 10 minutes to answer some short and simple yes-no questions about your brand and you’ll receive valuable feedback on your lead-generating efforts. We’ll also look at common patterns in the responses.