You Are What You E-E-A-T: How Science Orgs Can Rank Higher on Google

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 [...]

5 Types of Copywriting Your Science Org Needs to Master

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) [...]

Part 3: Nurturing leads in the life sciences; components of a high-performance lead-nurturing ecosystem.

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. 

Creating Effective Inbound Marketing in the Life Sciences – Part 3: The Prerequisites for Inbound Marketing

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.

Creating Effective Inbound Marketing in the Life Sciences – Part 2: The Exchange of Value

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.

Developing Your Online Content Strategy for Life Science Marketing

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.

Marketing-based Lead Generation in the Biological Sciences (Part 4)

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.

Marketing-based Lead Generation in the Biological Sciences (Part 3)

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.

Marketing-based Lead Generation in the Biological Sciences (Part 1)

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.

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