The four steps to creating compelling life science case studies

Case studies can be tough to create because there’s a lot that can go wrong. In this final issue covering case studies, I break the larger challenge into four simpler steps. I’ll give you guidance on how many case studies you need, how to collect content for your case studies and—most important—how to separate the task of organizing your case study from writing the final language, so that you can structure it in the most compelling way possible

The 8 fundamental principles behind the creation of compelling case studies

I’ve spent the last several issues dissecting the topic of case studies, looking at all the components that make them compelling. When I began the topic, I had no idea it would require such a deep dive. Now that we’re close to the finish line, it’s time to put all these pieces back together. I’ll walk you through the steps to creating a compelling case study—one that allows your prospects to see themselves in the story; one that allows your unique value to come shining through.

Storytelling, A-B-T, and compelling case studies

Creating compelling case studies can be straightforward, if you follow the And-But-Therefore (A-B-T) template that I introduced in the last issue. Scientists are very familiar with using peer-reviewed papers to communicate, but these papers are written to prioritize accuracy over engagement, so peer-reviewed papers make a very poor template for use in our case studies. Because scientists are not used to writing for engagement, the A-B-T template is very useful when creating marketing messages or effective case studies. In this issue I examine the five key questions and the one crucial constraint that must be addressed when using the A-B-T template.

Storytelling in life science marketing: Story Purpose and the And-But-Therefore Format

Some stories are sticky. They remain in our minds for years, sometimes decades. How can we create life science marketing messages that stick? The answer is to embed the message into a story with the right structure. In this issue, I’ll decode the secret to the structure that makes stories sticky.

Let’s take the “P” word out of Life Science Marketing

Have you ever improved upon a mediocre speech by turning it into a PowerPoint (that "P" word), or do you know any great speeches that were written in PowerPoint? I seriously doubt it. In a blog post titled “7 Strategies That Make Speechwriting Easier,” Dr. Michelle Mazur makes some good points -- sticking to one [...]

When life science marketing misses the mark

Photo: seaskylab at Words 2 Wow Founder Chris Conner (@words2wow) recently asked life science sales professionals if their marketing communications teams were giving them what they need to be successful – namely getting the right leads into the funnel and creating tools to help them bag the business. Only 40% of the [...]

People are talking. And so are we: Jan. 28 at NC COIN

"If you just want to read one book—and only one—to make your products or services more desirable, congratulations: you are holding it.” What began in 2008 as a monthly series of white papers extended into a full-length book. On the heels of its release last month, our CEO David Chapin will present “Learn How to Improve Your Life [...]

There is only forward…

In life science marketing our clients are almost always scientists of some sort. Scientists are smart, they have been trained in the scientific process, they make decisions based on data. So when they are forced to rely on their gut to make a decision they can freeze and enter what is commonly referred to as [...]

David Storey is living up to his name at Forma

David Storey has re-joined Forma Life Science Marketing as Associate Creative Director. Before launching his own firm in 2004, he was the Senior Art Director (at what was then Forma Design) for five years. Storey has 25 years’ professional experience in corporate branding, strategic marketing, interaction and user interface design, and art direction. As his name suggests, he [...]

Unlock the power of archetypes for your Life Science brand

In reading a recent Forbes post about brand and marketing trends for 2014, it would appear that there are lots of areas for Life Science companies (14 on the list) to focus on in 2014. While many items on the list have merit, let's focus on the first two. And since the first trend Forbes [...]

Creating Your Brand/Story to Drive Your Sales Success

We continue to explore the all-important role your brand/story plays in your sales success by examining its many components (the verbal, the visual, the tactile, etc.) and its two layers (the rational and the emotional). We’ll discuss the creation of your brand/story and we’ll close with a discussion of the newest component of your brand/story: your content.

The Connection Between Your Brand/Story and Your Sales Success

The concept of brands and branding can be confusing. But getting this right is crucial to your sales success. In this issue, we’ll outline how your brand/story affects your audiences and their purchasing behavior. We’ll give you some simple tests to judge whether your own brand/story is helping or hurting your chances of making the sale.