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.

10 situations in which archetypes give you a distinct sales advantage in the life sciences, biotech and drug development.

Summary: In this issue I examine ten specific situations where archetypes can help the sales process. If your organization has chosen an archetype wisely and trained employees on the proper use of archetypes, the results can drive increased engagement with audiences and lead to increased sales. I’ll begin with a brief review.

Can you have multiple archetypes in sales and marketing in life science, drug development and biotech corporations? Can you use one archetype for each division?

Two questions invariably come up when talking with life science marketers about archetypes. The first is: what are archetypes? I’ve answered that question in many places—here’s a good introduction: Gaining differentiation (and pricing power) through the use of archetypes in life science marketing. The second question is: can I have multiple archetypes, one for each [...]