White Papers

Families of archetypes and their use in life science marketing, Vol. 6, No. 3, 03/26/2014

Summary: Archetypes are a powerful tool to guide the development of your marketing communications. In this issue, we’ll start by examining one of the sources of the strength of archetypes: pattern matching. We’ll look at the twelve families of archetypes and at the many different archetypes within these families. And we’ll discuss why you shouldn’t select the Scientist or the Innovator as your archetype.

Gaining differentiation (and pricing power) through the use of archetypes in life science marketing., Vol. 6, No. 2, 02/25/2014

Summary: Archetypes are one effective way to manage the meaning of your brand-story in the minds of your audiences. Doing so effectively leads to greater differentiation and pricing power. Studies have shown that careful selection and maintenance of archetypes is related to higher profit. What are archetypes? In this and subsequent issues, we’ll introduce the basics of this fascinating topic.

The life science marketing manifesto, Vol. 6, No. 1, 01/15/2014

Summary: Most life science marketing is ineffective. Surprisingly, horribly, disastrously ineffective. But it doesn’t have to be this way. There are 10 commitments we can make that will transform our marketing efforts into high-performance life science marketing. Make these 10 commitments and join the movement to wipe low-performance marketing off the face of the earth.

Untapped opportunities in Content Marketing for the life sciences: the “blue ocean.”, Vol. 5, No. 8, 09/19/2013

Summary: Content marketing is the great equalizer. Using content marketing, small life science firms can be as effective and engaging as much larger firms. Unfortunately, as content marketing gets more and more popular, being seen as unique becomes more and more difficult. But there still seems to be real opportunity in content marketing in the life sciences; there are areas of content that are not yet heavily populated by competitors. In this issue, I’ll identify what you need to do to be able to take advantage of this “blue ocean” (a place where the competition is not yet heavily focused [i]).

The Marketing Mechanism of Action and the Importance of Uniqueness, Vol. 5, No. 7, 07/24/2013

Summary: There is significant misunderstanding about how marketing works – that is, of the mechanism by which it affects people’s attitudes, beliefs and behaviors. In particular, many scientists believe that they are immune to marketing’s effects. But if scientists are immune to marketing’s effects, why do so many companies continue to spend significantly on marketing campaigns? The reason is simple: this supposed immunity is just a myth; marketing actually works. To understand how, let’s examine the marketing mechanism of action.

Creating Effective Inbound Marketing – Part 3: The prerequisites for inbound marketing, Vol. 5, No. 6, 06/12/2013

Summary: Inbound marketing, when done well, should result in a deeper relationship between your organization and your prospects, developing into a steady stream of well-qualified leads. In this issue, we attempt to strip away the hype surrounding inbound marketing and specify the approach needed for an effective inbound marketing effort in the life sciences. We’ll see how the various components of inbound marketing reinforce each other, interacting to drive effective results.

Creating Effective Inbound Marketing in the Life Sciences – Part 2: The Exchange of Value, Vol. 5, No. 5, 05/22/2013

Summary: Marketing is getting more complex as buyers retreat into anonymity. To be effective, the Marketing function must shift from focusing on simple, outbound promotional activities to attracting prospects, and then converting them from visitors to leads to customers. Inbound marketing is more complex and is more synergistic than outbound marketing. For example, outbound marketing is designed to culminate in a single exchange of value, that is: products or services exchanged for money. Inbound marketing is designed to employ many small exchanges of value and this shift requires changing the way we think about marketing in the life sciences.

Creating Effective Inbound Marketing in the Life Sciences – Part 1: The Customer’s Viewpoint, Vol. 5, No. 4, 04/25/2013

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?

Is your life science organization ready for Marketing Automation?, Vol. 5, No. 3, 03/06/2013

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.

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