Maximizing employee alignment and engagement (through archetypes) in eClincal marketing. 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.

Gaining differentiation (and pricing power) through the use of archetypes in eClincal marketing.

Archetypes are one effective way to manage the meaning of your brand-story in the minds of your audiences. Doing so effectively leads to greater differentiation and pricing power. Studies have shown that careful selection and maintenance of archetypes is related to higher profit. What are archetypes? In this and subsequent issues, we’ll introduce the basics of this fascinating topic.

Poor sales performance? It may not be your sales team; it might be your eClinical marketing strategy

The root problem of poor sales performance is often poor differentiation and poor positioning. We examine a typical growth pattern of service organizations in the life sciences and see how better sales traction begins with a clearly defined marketing strategy.