Culture eats strategy for breakfast – Part 2

Culture eats strategy for breakfast – Part 2 Recent research we conducted with life science companies shows that leaders in the life sciences believe they establish corporate culture, but they do little to document this culture in a way that lasts once they leave the room. In this issue, I reveal several other surprising insights [...]

Using Two Dimensions of Positioning to Create a Competitive Advantage in the Life Sciences

Positioning is one of the foundations of effective marketing. Unfortunately, positioning is also one of the most confusing terms in marketing. (Except maybe “branding,” but that’s a topic for another issue.) And, as it turns out, when it comes to creating an effective marketing strategy for your life science organization, positioning is one of the easiest things to get wrong.

By |Differentiation, Positioning|

Using Marketing And Sales To Double Your Profit In The Life Sciences.

If your boss directed you to double your profit, what specific steps would you take? In this issue, I look at some interesting case studies that indicate how you could achieve this desirable goal.