Personas Archives - Forma Life Science Marketing

Entering the Life Science Market – Part 2 of 2: Targeting Your Audiences

As I discussed last month, entering the life science market is not a trivial exercise. There are many factors that make this market unique and I’ll start by reviewing some of those. Then I’ll take a closer look at the audiences in the life sciences and some of the specific attributes they share. Understanding these audiences, and how to draw them closer to you, is a critical success factor for entering the life science market.

By David Chapin|

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.

By David Chapin|

Common Marketing Errors (Part 2)

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.

By David Chapin|

Common Marketing Errors (Part 1)

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.

By David Chapin|

Methods to inspire change among life science buyers (Part 2)

The Transtheoretical Model of Change describes the buying process via six stages through which buyers progress. There are nine methods for facilitating the transition from one stage of buying behavior to the next. In the previous issue we described four of these methods. This issue, we’ll describe the remaining five methods and provide examples from the life science sector. We’ll complete our examination by providing a diagram relating the stages of buying behavior to each of the nine methods for instigating change from one stage to the other.

By David Chapin|

Methods to inspire change among life science buyers (Part 1)

Last month we examined a “blueprint for buying behavior” and detailed the six stages of change through which buyers progress. This issue describes some of the methods that assist individuals in making the transition from one stage to the next. The methods are explained, and illuminated through life science examples. Part 1 of 2.

By David Chapin|

How to understand buying behavior in the life sciences sector

The goal of science is often a complete description of particular phenomena. This trend to “completeness” is one explanation why scientists so often want to “say it all” when developing life sciences sector marketing. But “saying it all” can actually impede prospects’ willingness to buy. To shed some light on this issue we explore a validated model of how people change their behavior as they progress through the buying cycle. The model provides pointers on successful marketing tactics that can be used at each stage of the life science buying cycle and provides specific advice on when “saying it all” is appropriate.

By David Chapin|