Newsletters

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.

Summary: In this issue we continue our examination of the ladder of marketing-based lead generation for life science, med-device and biotech companies. We pose questions that will help you get the most out of your ladder by optimizing your portfolio of lead-generating activities. We discuss how you can improve your lead generation by “climbing” the ladder over time.

Summary: In this issue we examine in more depth the ladder of marketing-based lead generation for life science, med-device and biotech companies. We discuss the six uses for the ladder. We outline a process for creating your own ladder, and provide a link to a template you can customize for your own use. Next month we’ll finish our discussion on the ladder of lead generation by discussing some tactics you can use to improve your lead generating initiatives.

Summary: The ladder of lead generation is a useful tactical tool for understanding, assessing and managing lead-generation activities in life science, med-device and biotech companies. In this issue, we’ll take a closer look at the ladder of lead generation. We’ll review the foundation that is necessary for effective lead-generation initiatives and provide some specific suggestions for improving your lead-generating activities. Next month we’ll look at ways to use the ladder as a planning tool for creating your own lead generation initiatives.