Search is changing fast. Instead of just typing questions into Google, more people are using tools like ChatGPT, Gemini, and Claude to get instant, conversational answers. That includes your potential clients in pharma, biotech, clinical research, and contract manufacturing. If you're not thinking about how AI tools read and interpret your content, you're missing out [...]
Google’s March 2025 Broad Core Algorithm Update is here, and with it comes another shift in how websites are ranked. As with most core updates, this one focuses on refining Google’s ability to deliver high-quality, reliable search results. If you’ve noticed a decline in rankings and traffic, it’s likely not due to technical errors. Instead, [...]
Understanding the November 2024 Google Core Update and Its Implications for Scientific Industries Google’s latest core update, launched on November 11, 2024, is rolling out, and its impact is beginning to unfold. While early days suggest minimal changes for most sites, some are enjoying notable upticks in visibility. Notably, more websites are experiencing gains rather [...]
In the turbulent world of digital marketing, life science companies will likely experience both growth and setbacks. Seeing online engagement metrics drop can be concerning, but there are effective ways to diagnose and address these changes. This guide offers actionable insights tailored to life sciences to help maintain stability and boost digital performance. Read on! [...]
Understanding Google Algorithm Updates: How Life Science Companies Can Protect Their Websites Has your website traffic taken a seemingly-random nosedive lately? Or are you enjoying an unexpected surge in keyword rankings on search engines? Either way, don't panic! Google algorithm updates can significantly impact the visibility of websites, including those in the life sciences industry. [...]
Your audience is hungry for answers. Your job is to provide them. In the competitive and highly-regulated world of life sciences, brands must go beyond traditional marketing tactics to establish trust and authority with your audience. One of the most effective ways to achieve this is by providing the best answers to your audience’s questions. [...]
The transition from Universal Analytics to GA4 has completely changed the way your science organization should be monitoring website traffic. It's absolutely crucial that your marketing team understands the key metrics they should be tracking, and what each metric means for your science org as a whole. Whether you’re new to Google Analytics or are [...]
A key aspect of digital marketing in the life sciences lies in social media. The real-time engagement aspect of social media can transform a science company’s page into its voice, addressing concerns, resolving conflicts, and raising awareness about its brand consistently. In an industry where online presence is crucial, leveraging social media is not merely [...]
Establishing a competitive, dynamic online presence is paramount for life science companies, research organizations, and drug manufacturers. With Google's ever-evolving search algorithms, these entities need to adapt their content strategies to ensure visibility and credibility. One effective approach is to embrace Google's E-E-A-T guidelines – Experience, Expertise, Authoritativeness, and Trustworthiness – to craft better content [...]
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 [...]
In the fast-paced and competitive landscape of the life science industry, effective marketing strategies are essential to stand out, reach the right audience, and achieve sustainable growth. Life science companies, whether they're focused on pharmaceuticals, biotechnology, medical devices, or research, must navigate a unique set of challenges while promoting their products and services. Download Forma's [...]
There's a strong chance your life science marketing communication is falling on deaf ears. You've got case studies, you're posting on social media, and you may even be running email campaigns. Yet somehow you can't seem to get your target audience to engage with your brand. Why is that? The most likely problem: your marketing communication [...]
Spam traffic is a growing problem, and it can cause serious damage to the veracity of your Google Analytics data. According to a trusted authority on cybersecurity research, spam traffic made up a staggering 47% of all internet traffic in 2022, a 5.1% increase over the previous year. This poses a serious problem for website [...]
No marketer wants their website to have a high bounce rate. Even the most entry-level marketer knows that a lower bounce rate is always better than a high one. But what exactly is a bounce rate? What's a normal bounce rate for the life science industry? What can you do to reduce the number of [...]
Google Business Reviews are a great way to increase brand awareness and manage your online reputation. 89 percent of consumers say they read online reviews before buying products or services. If your life science brand isn't taking Google Reviews seriously, you could be missing out on new customers, conversions, and conversations. In this blog, [...]
Search engine optimization is a critical part of any digital marketing initiative. Search engine optimization (SEO) is the process of making improvements to your website so that it ranks higher on search engines like Google or Bing. The optimization process usually involves a huge array of elements, such as header structure, canonicalization, keyword strategy, and [...]
Copywriting is the cornerstone of your content marketing strategy. Content marketing has a variety of intentions: completing sales, educating customers, or building brand awareness. Effective copywriting is the special ingredient that compels users to engage with your science brand. High-quality copy is necessary for increasing sales and outgrowing your competitors. Your audience (and all audiences) [...]
Email marketing is one of the oldest forms of digital marketing, but it's also one of the most effective. If your science organization is serious about generating leads and increasing brand awareness, email marketing is one of the best ways to achieve those goals. We've compiled everything you need below, from best practices to pro [...]
From Google's perspective, your science website is just like any other website. The content may be a bit denser and you may have a few more pictures of people in labcoats, but Google doesn't care about that. While it's true that Google uses over 200 factors to rank URLs on its search results pages, there [...]
We saw more visitors to our content library in 2021 than in any other year From whitepapers about crafting positioning statements to blog posts about avoiding SEO mistakes, Forma's content was gobbled up by curious scientists and marketers alike. Check out this recap of our most popular articles from the last year, and get in [...]
2022 could be your life science company's biggest year yet. 2021 is drawing to a close, and 2022 is right around the corner. Is your life science company ready for the upcoming changes in the marketing landscape? We've compiled a short list of some of the most important marketing trends on the horizon. Make sure [...]
Science marketing can be hard if you don't have help. If you're in the life science industry, you probably know how difficult it can be to market your services or products. From biotech to medical instrumentation, many science companies are grappling with how to connect with their audience and increase sales. The good news is [...]
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 [...]
Digital marketing in the life sciences is often misunderstood and underutilized. Where do you devote your resources to maximize conversions? Should you incorporate a paid ad strategy, or double down on your organic performance (or both)? Does your website need a few optimizations, or a brand new look? These are questions we see often in [...]
Social media marketing is all about engaging with your audience. Being able to communicate directly with your audience is one of the biggest advantages of social media marketing. But it can be difficult to leverage the full power of social media without a serious, dedicated effort. This is where the Rule of Thirds comes in. [...]
The Forma team has just returned from (virtually) attending Digital Summit 2021, and we're very excited to share some of the most important digital marketing trends that can help elevate your life science brand. As you likely already know, digital marketing trends are constantly changing. Unfortunately, there is still a significant amount of life science [...]
Trust is the most important element of any relationship. Whether it's personal or professional, no partnership can exist without trust. And while the world of life science marketing may not be the most romantic field in the world, it's still crucial to establish and maintain trust with your audience. Sending positive trust signals can instill [...]
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.
2020 was a year of ups and down From a global pandemic to a contentious American presidential election, 2020 was a tumultuous year for many reasons. But despite all the challenges and uncertainty, one thing proved true: life science companies were still hungry for growth and knowledge. Forma's content library expanded significantly in 2020. In [...]
Client endorsements can be a huge boon for your life science brand Networking and reputation management is a significant part of sales and marketing. This is especially true for a highly-regulated industry like life science and biotech, where a high-quality referral can lead to a multiyear partnership. It's rare that endorsements occur naturally without any [...]
SEO problems can devastate your rankings and cause you to lose customers Many life science brands don't prioritize search engine optimization. Whether they're massive billion-dollar clinical research organizations or small, agile startups in their first year of business, one of the most common issues we've seen is the lack of knowledge about SEO. It's understandable. [...]
Online reputation management is a relatively new term for a decades-old approach to digital marketing. At its core, online reputation management is the purposeful monitoring, analyzing, and optimizing your digital reputation on the internet. This can apply to both individuals and brands. For example, a manager may perform an online search for a potential new [...]
Don't spook your audience with bad website design! As a life science company, your website is your lifeline. It's your best tool for engaging your target audience and delivering content that will compel them to start a conversation with you. Tragically, many life science companies are scaring away potential customers by failing to implement appropriate [...]
This post is an adapted version of an article by Dave Gerhardt. To see more of Dave's work, visit his author page on Privy.com Social media is one of the most dynamic marketing channels available today, and out of all the different social media platforms, LinkedIn is arguably the best for professional networking and growing [...]
If you're reading this, you're probably aware of how highly-regulated the life science industry is. If you're having trouble standing out from your competitors, you're not alone. Facilitating effective marketing communication is hard, especially in the life sciences! Marketing is one corporate function whose main responsibility involves clear communication. Communication is multi-dimensional, but most marketing [...]
There has been an explosion of mobile applications in recent times, coinciding with the expansion and developments in the digital marketplace. As a result, companies of all sizes, in all industries and in every country have begun to appreciate how mobile applications can increase engagement with their customers. The efforts of app developers allow them [...]
If you're serious about making the most of your marketing budget, creating a Google My Business listing is one of the best tools you can use. All too often, we'll encounter life science brands who don't have a Google My Business listing yet because they don't understand the value it provides. In this short guide, [...]
Websites are a lot like houses: without constant upkeep, they can fail. If you're trying to impress guests that are coming over for dinner, you don't want a bunch of trash lying around on the floor. If you're trying to sell your home, there's a slim chance that potential buyers will be impressed by [...]
All too often, we see brands who hesitate to dive into the world of video marketing. Whether they're unsure how to start, or skeptical about the benefits, it's clear that many life science companies are reluctant to commit to video initiatives. The truth is that video marketing and getting a press release jet service are [...]
Sales emails are powerful tools for raising awareness about your brand and compelling your prospects to engage with your business. But how can you be sure your recipients are going to respond? Or even open the emails in the first place? Crafting effective sales emails is equal parts art and science. There are hundreds of [...]
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 [...]
With the myriad of life science marketing agencies out there, it can be hard to tell which ones are worth their salt. What do most life science marketing agencies have in common? Visit any one of their sites and you'll likely be inundated by claims of being "the best" or having "teams of experts". But [...]
How does your communication strategy change during times of crisis, and are there methods you can put in place so your brand will be ready for the next one? If your brand dabbles in content marketing even a little bit, this is a question you should be asking yourself. At the time of this writing, [...]
Working remotely can spell trouble for your Google Analytics data. Flexjobs.com reports that there was a 159% increase in remote work between 2005 and 2017. Even before the Coronavirus pandemic of 2020, there had been a major upward trend in people working remotely in the US. While some employees have experience working from home, many [...]
When you’re undertaking a strategic marketing initiative, should you use your internal marketing team to handle the work, or should you hire an external marketing agency? This is an important question, as the results should last for years. This brief blog post will outline some of the factors to consider when making that choice. If [...]
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 [...]
The perfect life science case study structure is clear. In spite of this, many case studies don't include one or more of the seven components necessary for maximum effectiveness. In this issue I'll discuss these seven components and their proper order. I'll also reveal how the focus of your case study (the overlap of your Unique Value and your Approach) can be tuned throughout your case study to increase audience engagement.
Your CRM is the lifeblood of your life science business’ future. CRMs can be complex beasts to install and manage, but that’s not the most critical challenge. All the technology in the world won’t help if your sales team isn’t using your CRM correctly. In this, the second of a two-part series, we look at improving the adoption of your CRM. We’ll dive into ways to lead your business development team through a transition—from their current state, where data is missing or just isn’t being captured correctly, to a more perfect union of protocols and personnel.
Is your life science CRM system working optimally? Are you tracking your new business opportunities effectively? Do you have the necessary visibility into your sales pipeline? Is everyone on your life science sales team using your system in a consistent manner? If the answer to any of these questions is “no,” then you’ve got a protocol problem—or is it a personnel problem? Or maybe it’s a technology problem? Let’s face it: CRM systems are complex beasts, with lots of moving parts, including software, protocols and personnel. Many life science organizations fail to use them effectively. In this first part of a series, I examine how to assess where the challenges arise in the adoption of proper CRM processes inside life science organizations, and what you can do about them. In future issues we’ll dive deep and develop a plan for getting the most out of your CRM system. The goal of all this: to tune your tools, so you can be more effective in your marketing and new-business development efforts.
Life science sales cycles can be long. For this and many other reasons (which I’ll summarize below), it is important that we nurture our prospects. While some life science organizations understand lead nurturing well, many don't understand the subtleties involved in creating a highly effective life science lead nurturing "ecosystem." In fact, there are eight distinct activities involved in life science lead nurturing. In this issue I'll describe each activity, and show how they all work together. It turns out that both lead nurturing and lead generation share many of the same activities, so I'll spend some time discussing both. If you're interested in understanding how lead nurturing works or how to improve your own lead nurturing activities, read this issue.
What role do social media play in your life science marketing mix? If you can’t shake the vision of Facebook and Twitter from your mind’s eye, read on. Many B2B companies – life science organizations among them – have created Facebook pages and tweeted a time or two and seen little value from their efforts. [...]
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.
It’s a spin on the proverbial chicken-or-the-egg: Which comes first? Content or SEO? In a blog post this week on The Content Marketing Institute website, Jay Baer reiterates the value and true purpose of content. He calls it Youtility -- marketing that’s wanted by customers (as opposed to what marketers have traditionally provided: marketing we [...]
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.
Most schools across the Northern Hemisphere are letting out for the summer. But when it comes to planning for and implementing Marketing Automation, some life science organizations might be prepared for year-round enrollment! Marketo’s Definitive Guide to Marketing Automation defines marketing automation as a system that “streamlines, automates, and measures marketing tasks and workflows … [...]
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.
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?
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.
A seismic shift in marketing is happening right now. The Internet gives each and every company access to a stage with microphones on it. This is a tremendous advantage to small companies, because content marketing “levels the playing field” for these organizations. But unless these companies act quickly and begin to create compelling, unique content, [...]
Social media provides numerous opportunities for life science companies to interact, engage and educate their audiences. With multiple platforms available, many companies don’t know where to start this process. Thus, many life science companies either avoid social media or spread themselves too thin trying to cover all of their media bases. Unfortunately, neither of these strategies will lead to successful content marketing and social media campaigns in the life sciences. A successful online marketing or content campaign must start with a thorough understanding of the audiences you are trying to reach.
In this issue, we continue our examination of social media in the life sciences. Improving exposure via social media can attract your target audiences and promote your marketing agenda. This month, we cover the techniques necessary for writing effectively for social media channels.
In this issue, we examine the hot topic of social media in the life sciences. While some sectors of the life sciences are slower to adopt social media as a tool for engagement than others, all sectors have opportunities to improve their social media marketing.
In this issue we continue our examination of the basics of SEO (search engine optimization) for life science and marketing companies. This issue will cover some of the important off-page factors in search engine optimization for life science and biotech marketing.
One of the first steps to tackling your social media strategy and ensuring success is a social media plan. Ask yourself these questions: Who will be responsible for monitoring our social media presence? How will we monitor our presence? Where are our audiences in the social media hemisphere? Who are our industry influencers? How do [...]
The biggest rule of social media is…there are no rules. Social media is a fluid process that is ever-evolving. The most important concept is to do what is best for your brand. Develop a strategy and stick to it. If your audience is not on Facebook, as is the case with many life science companies [...]
Many customers ask, how do we measure our ROI on our social media activities? This is a tough area, as social media is slow to yield a return. It can take months or more to build an effective social media campaign that yields positive results. But the most important rule of thumb here is don’t [...]
In this issue we’ll take a look at the basics of SEO (search engine optimization) for life science and marketing companies. This issue will cover some of the important on-page factors; we’ll cover off-page factors in a future issue.
In this issue we continue our examination of the ladder of marketing-based lead generation for life science, med-device and biotech companies. We pose questions that will help you get the most out of your ladder by optimizing your portfolio of lead-generating activities. We discuss how you can improve your lead generation by “climbing” the ladder over time.
As I’ve discussed before, social media is the act of engaging your customers through interactive dialog. The key here is content. Think of social media applications as the vehicle and content as the driver. The vehicle is useless, and in some instances dangerous, unless there is a knowledgeable driver to operate it. Social media applications [...]
As I’ve discussed before, one third of your social media time should be spent listening or monitoring the web for relevant discussion and company or brand mentions. Content monitoring tools now make this seemingly overwhelming task easier and less time consuming. One of the best-known and widely used content monitoring tools is Google Alerts. As [...]
In this issue we examine in more depth the ladder of marketing-based lead generation for life science, med-device and biotech companies. We discuss the six uses for the ladder. We outline a process for creating your own ladder, and provide a link to a template you can customize for your own use. Next month we’ll finish our discussion on the ladder of lead generation by discussing some tactics you can use to improve your lead generating initiatives.
The ladder of lead generation is a useful tactical tool for understanding, assessing and managing lead-generation activities in life science, med-device and biotech companies. In this issue, we’ll take a closer look at the ladder of lead generation. We’ll review the foundation that is necessary for effective lead-generation initiatives and provide some specific suggestions for improving your lead-generating activities. Next month we’ll look at ways to use the ladder as a planning tool for creating your own lead generation initiatives.
When people responsible for sales and marketing in the biological sciences hear the words “lead generation,” an outbound call center is often the first thing that springs to mind. But outbound calling is just one way to generate leads. This article categorizes a wide variety of lead generation activities and puts these activities into context using “the ladder of lead generation.” By examining the different rungs on the ladder, we’ll compare the resulting quality of leads and the time to result, two important attributes to consider as you build your own lead generation initiatives. In the next issue, we’ll discuss how to craft an effective lead generating strategy.
The hype cycle of emerging technology implies that all new technologies pass through a “Peak of Inflated Expectations” on their way through a “Trough of Disillusionment,” eventually arriving at a “Plateau of Productivity.” See Gartner Research for a further understanding of this concept. I think Social Media in the B2B space is now at a [...]
Having worked in the life sciences for more than two decades, we have seen a number of marketing errors commonly made by life science companies. As a follow-up to last month’s article about strategic errors, this month we’ll discuss some widespread tactical errors and provide suggestions about how to both identify and address them.
“Social media” sure is a popular term, isn’t it? It is not hard to find seminars, blog posts, newsletters and all sorts of experts to teach us how to harness social media. People are all atwitter (pun intended) about getting on the social media bandwagon. Social media is the marketing flavor of the month, maybe [...]
Interruption marketing is dying. The history of the aptly named “commercial break”) which breaks into your attention stream), is a prime example of escalating sophistication. Despite the growing sophistication of marketers, the rules have changed, the power struggle between buyers and sellers has changed and the buyers are now winning the battle. Let me explain. [...]
Let’s be clear with our terminology. I’m speaking specifically about the need to differentiate between social media and content marketing. Social media is media, where media is defined as “the main means of communication.” Social media is the channel through which you spread the word. You need to spread the word, but you also need [...]
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