Bringing archetypes to life to drive sales in eClinical marketing.

Archetypes have four main roles within the context of an organization’s life science sales and marketing activities. Several of these roles (alignment and communication) apply inside an organization and several (communication, resonance and differentiation) apply externally. In this issue, I’ll examine each role in turn and show how these roles support sales and marketing success in life science and biotech organizations.

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.

Culture eats strategy for breakfast – Part 2

Culture eats strategy for breakfast – Part 2 Recent research we conducted with life science companies shows that leaders in the life sciences believe they establish corporate culture, but they do little to document this culture in a way that lasts once they leave the room. In this issue, I reveal several other surprising insights [...]