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Maximizing Employee Alignment and Engagement (Through Archetypes) in eClincal Marketing. Part 1 of 3

In this first of three issues I examine how to help your employees align their behaviors with your life science organization’s mission by using archetypes. Alignment is a topic that will be receiving lots of attention in the next several years, and archetypes provide an excellent vehicle for creating this alignment. I begin with a bold declaration about the worth of your mission statement.

Bringing Archetypes to Life to Drive Sales in eClinical Marketing

Archetypes have four main roles within the context of an organization’s life science sales and marketing activities. Several of these roles (alignment and communication) apply inside an organization and several (communication, resonance and differentiation) apply externally. In this issue, I’ll examine each role in turn and show how these roles support sales and marketing success in life science and biotech organizations.

Gaining Differentiation (and Pricing Power) Through the Use of Archetypes in eClinical Marketing

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.

Why your organization needs a single narrative

Your life science organization needs a single narrative, one that’s understood by every employee. Without this “center of gravity” your employees will wander, making up and spreading whatever story they choose. The results of this are disastrous, as we’ll see in this issue. But you don’t have to let this happen to you; there is a clear alternative, and the data show just how effective this can be.

Training your employees to maximize employee alignment and engagement. Part 3 of 3.

In this issue, the third and last of the series, I outline a specific training methodology that uses your chosen, customized archetype to align your employees’ thoughts, beliefs and actions. The effort to create alignment should never end; this training is a great place to start. You’ll need to adapt the methodology outlined here to your own situation, of course, but this framework provides a solid foundation for aligning your life science employees, whether they work in marketing, sales or any other function.

Maximizing employee alignment and engagement (through archetypes). Preparing for training your employees. Part 2 of 3.

In this issue, the second of a three-part series, I discuss aligning your employees’ work-related thoughts, beliefs and actions with several core aspects of your organization, such as your mission and your brand-voice. I discuss the failure of “brand police” to accomplish this crucial alignment. Given this failure, I propose a better way: deputizing all your employees to monitor and create proper brand expressions. Archetypes are an ideal way to deputize your employees, but you have to train your employees properly if you want to align their thoughts, beliefs and actions. This issue sets the stage for the training regimen that I’ll detail specifically in the next issue.

Maximizing Employee Alignment and Engagement (Through Archetypes) in Life Sciences. Part 1 of 3.

In this first of three issues I examine how to help your employees align their behaviors with your life science organization’s mission by using archetypes. Alignment is a topic that will be receiving lots of attention in the next several years, and archetypes provide an excellent vehicle for creating this alignment. I begin with a bold declaration about the worth of your mission statement.

Bringing archetypes to life to drive sales in life science marketing.

Archetypes have four main roles within the context of an organization’s life science sales and marketing activities. Several of these roles (alignment and communication) apply inside an organization and several (communication, resonance and differentiation) apply externally. In this issue, I’ll examine each role in turn and show how these roles support sales and marketing success in life science and biotech organizations.

Aligning archetypes with products, services, culture or communications to drive sales in life science or biotech marketing.

In this issue, I consider the use of archetypes in driving engagement and sales. Archetypes can align with your organization’s services and products, they can align with your culture, they can align with your communications, or they can align with any combination of the three. Is any one alignment more powerful than the others in creating engagement and sales? We’ll begin our exploration by drawing an analogy between the behaviors of characters in stories and the behaviors of organizations in the life sciences.

Putting Your Archetype Into Action in Life Science Marketing

Archetypes are a powerful way to manage the meaning of your brand-story. Using archetypes effectively allows you to create high-performance life science marketing—leading to greater differentiation and pricing power. In past issues, I’ve outlined how to determine the archetypes of your competitors and how to choose an archetype for your own organization. Now, in this final issue covering archetypes, it’s time to put your archetype to use. Let's get practical.

Archetypes in action in life science marketing

Archetypes are one effective way for life science companies to create greater differentiation and pricing power through effective marketing. In this issue, I’ll explore an example of bringing archetypes to life throughout your marketing communications, and I’ll discuss how you can determine the archetypes of your competition.

Families of archetypes and their use in life science marketing

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.

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

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.

Life Science Marketing Alignment – Part II: Diagnosing and Treating the Four Types of Misalignment

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.

The Four Common Types of Misalignment in Life Science Marketing

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.