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.

Is it time to rebrand your life science organization, product, or service? Part six: The rebranding process (steps 6-10).

In this issue, I complete my examination of the process of rebranding. I’ll outline the last 5 steps in the rebranding process, and discuss the importance of introducing your new position and brand-story to your internal and external life science marketing audiences.

Is it time to rebrand your life science organization, product, or service? Part five: The rebranding process (steps 1-5 out of 10)

In this issue, I examine the process of rebranding. I’ll outline the first 5 steps in the rebranding process for a life science organization, product or service. Once you’ve decided to rebrand, you should begin by developing a clear-eyed understanding of your environment, your audiences and your competitors. Then you must select a position and an archetype.