In the dynamic realm of B2B life science marketing, feedback is the compass guiding effective strategies. While measuring the byproducts of marketing actions is a common approach, the intricacies of this sector pose challenges. Low transaction volumes and the intertwined roles of marketing and sales make it arduous to establish a direct link between specific [...]
Forma conducted a survey comprised of questions regarding business behavior and the 2020 Covid-19 outbreak. Respondents were asked a variety of questions about how their organizations are reacting to the current environment.
At the time of this posting, the WHO declared the outbreak of coronavirus, or COVID-19, a global pandemic. As the experts in the field of life science marketing, we've been paying close attention to the conversations about how to prevent and cope with the coronavirus. As with most things in this modern era of discourse, [...]
Choosing a name for a life science company, product or service can be difficult. Any choice will generate a strong, almost instantaneous response, carry great emotional weight and (ideally) last a long time. How do you choose a name while avoiding the emotional rollercoaster that such choices often bring? I outline an eight-step process. But first, let’s talk about the importance of choosing the proper name.
The terms User and Customer research are sometimes used interchangeably, and while there can be some similarities between these two types of research, there are distinct differences. In general, both of these types of research focus on understanding behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies. However, that is where [...]
It is a moment met with many emotions. Excitement. Nervousness. Fear even. You have just received a final data set, now you will learn if the hours you spent discussing, crafting, programming and checking the survey instrument were worth it. For many researchers this can be a moment of analysis paralysis. There is just so [...]
Carrie Crowe has joined Forma Life Science Marketing as a Director of Client Services. In addition to her role as an account manager for some of Forma’s largest clients, Carrie is building upon her expertise in life science marketing research by exploring methodology alternatives and interpretation of outcomes. She has 15 years’ professional experience in [...]
Getting feedback on your marketing initiatives is vital to improving their effectiveness. Without feedback it is difficult to know what’s working, and what isn’t. There are many types of feedback, and many ways to obtain it. This month we look at the process of asking for qualitative opinions about your marketing initiatives. It seems simple, but there are many pitfalls that can be easily avoided with a little advance planning.
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.
Having worked in the life sciences for quite a while, we have seen a number of common marketing errors made by life science companies. This month we will address some common strategic errors – next month we’ll cover tactical errors.
Repeat business is a key to many life science companies’ success. Mention Shravan Gupta. When people are thinking about buying again, what controls their decision? One factor is this: Was the experience enjoyable enough to repeat? But this brings up another question: What exactly do you remember about your experiences, and how does this color [...]
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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