Life science startups play a crucial role in the pharmaceutical, biotech, and medical device industries. They're more agile and innovative than the huge enterprise juggernauts at the top of the food chain, and they're able to deliver one-of-a-kind solutions to a market that is constantly evolving. The challenge for these small businesses is: how do [...]
Is your list of life science keywords being supported with engaging content? A strong list of target keywords is a proven way to attract traffic to your life science website. However, simply including the relevant keywords in your content is not enough to drive high-value traffic. In order to attract and engage your target audience, [...]
Forma Art Director Amanda Jackson explains how good design can lead to more audience engagement and sales. What separates good design from bad design? How can a life science company leverage the power of design to increase conversions and brand authority? We sat down with Forma Art Director Amanda Jackson to get some insights on [...]
What does your audience need? What makes your service offerings unique in a crowded life science sector? How are you communicating your story? These are a few of the crucial questions that can help differentiate your brand and elevate you above your competitors. The answers won't be easy to come by, but without serious thought and research, your brand may become generic and commoditized.
Is your life science website as good as it can be? Chances are, it isn't. Don't feel bad, every site on the internet can be improved in some way. The good news is that many of the most impactful site optimizations are easy to implement. In our line of work, we've seen sites ranging from [...]
In the age of high-speed Internet, constant contact is considered normal. With a smart phone in almost every pocket, customers expect answers at the push of a button. Social media is a great way to communicate with customers quickly. According to Hubspot, 72% of adult Internet users use Facebook, 25% of adult Internet users use [...]
In this issue, I complete my examination of the process of rebranding. I’ll outline the last 5 steps in the rebranding process, and discuss the importance of introducing your new position and brand-story to your internal and external life science marketing audiences.
Isn’t it ironic that marketing, the one business function that is (supposedly) responsible for clear communication, is also the one with widespread confusion about the meaning of one of its central terms: brand? There are actually at least four meanings, all very different. So I’m going to begin the discussion about rebranding by clarifying some terminology. And then I’ll point out the eight foundational assets you must have for an effective “brand” in life science marketing. In future issues, I’ll cover the reasons to think about rebranding, discuss the team you need to undertake this effort, provide a decision tree that will allow you to determine whether it’s time to rebrand, and give you a roadmap to follow as you rebrand your life science organization, product or service.
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.
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.
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.
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.
We continue to explore the all-important role your brand/story plays in your sales success by examining its many components (the verbal, the visual, the tactile, etc.) and its two layers (the rational and the emotional). We’ll discuss the creation of your brand/story and we’ll close with a discussion of the newest component of your brand/story: your content.
The concept of brands and branding can be confusing. But getting this right is crucial to your sales success. In this issue, we’ll outline how your brand/story affects your audiences and their purchasing behavior. We’ll give you some simple tests to judge whether your own brand/story is helping or hurting your chances of making the sale.
Scientists often believe that they are immune to the efforts of marketers. They are not alone; many of us believe that we make decisions from a purely rational perspective and can therefore filter marketing messages out of our decision-making process. Scientists are particularly prone to subscribe to this belief, as their discipline and world-view places a premium on rational thought. Recent research proves that no one is immune; marketing can affect our behavior, even if the messages are only received subliminally. This article examines this research, and looks at its implication for the marketing of life science companies.
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