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
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.
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.
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.
How can we create stories that stick? This is a crucial question for life science marketers. To understand how to create stories that stick we need to start with this question: What purposes do stories serve? The answers to this question will give us clues we can use to create a system for creating sticky stories.
In this issue I’ll explore the fascinating intersection of storytelling and life science marketing. Storytelling is one of the most durable forms of communication. Stories are the original form of memory, of history and of fact transmission. Now, when people with scientific training hear the word “storytelling,” they often think of campfires and ghost stories. But that’s an overly narrow view; storytelling actually has a lot to teach life science marketers about the most effective way to create communications that stick.
There’s no denying that life science company explainer videos are powerful marketing tools. These short videos (typically found on the homepage of a company website) communicate the specific problem your company can solve, and highlights the process you use to do it. So instead of great big wall of text, site visitors are instead treated [...]
The perfect life science case study structure is clear. In spite of this, many case studies don't include one or more of the seven components necessary for maximum effectiveness. In this issue I'll discuss these seven components and their proper order. I'll also reveal how the focus of your case study (the overlap of your Unique Value and your Approach) can be tuned throughout your case study to increase audience engagement.
Your life science case study can work wonders: it can inspire or reassure prospects who are on the path to purchasing your products or services. But it must be well designed—the right length, the right amount of detail, the right contents and the right structure. Many organizations use their peer-reviewed journal articles as a substitute for their case studies. This is a bad decision with disastrous consequences, and I'll explore why in this issue.
How to write an effective life science case study: Inspire and reassure your prospects with life science case studies
The life science case study is an often-overlooked tool in life science marketing. Life science case studies can be a powerful way to inspire or reassure your audiences, helping them at specific points in the buyer’s journey. I’ve looked at lots of case studies: CRO case studies, biotech case studies, pharma case studies, analytical lab case studies; the list goes on and on. And what I’ve learned is that too many life science sales and marketing teams waste the opportunity to maximize the impact of this simple but effective tool. In the first of a series of whitepapers, I peel apart the use of life science case studies and reveal the multiple benefits they offer. I’ll discuss the two different types of case studies and show how the focus of each is very different. In future issues, I’ll reveal how to build the most effective (non-boring) life science case studies.
Can you have multiple archetypes in sales and marketing in life science, drug development and biotech corporations? Can you use one archetype for each division?
Two questions invariably come up when talking with life science marketers about archetypes. The first is: what are archetypes? I’ve answered that question in many places—here’s a good introduction: Gaining differentiation (and pricing power) through the use of archetypes in life science marketing. The second question is: can I have multiple archetypes, one for each [...]
Since releasing his first book last December, David Chapin, CEO of Forma Life Science Marketing and author of Making the Complex Compelling: Creating High-Performance Marketing in the Life Sciences, has presented at four programs since January and is gearing up for two more events in the next two weeks. Click here for more details.
I recently made a 48-hour whirlwind trip to the West Coast for a series of client presentations when I made a grim discovery: I had forgotten my phone charger. My colleague and I zipped into a convenience store, where I quickly spotted my prize on a rack near the counter. I reached for the charger, [...]
Many companies try to enter the life science market, lured by the promise of rapid growth and significant opportunity. But entering the life science market can be difficult; many companies try and fail. In this first of two whitepapers on the subject, I’ll provide an overview of some of the factors that make this market unique and identify what you can do to increase your chances of success.
Content marketing is the great equalizer. Using content marketing, small life science firms can be as effective and engaging as much larger firms. Unfortunately, as content marketing gets more and more popular, being seen as unique becomes more and more difficult. But there still seems to be real opportunity in content marketing in the life sciences; there are areas of content that are not yet heavily populated by competitors. In this issue, I’ll identify what you need to do to be able to take advantage of this "blue ocean" (a place where the competition is not yet heavily focused [i]).
There is significant misunderstanding about how marketing works – that is, of the mechanism by which it affects people’s attitudes, beliefs and behaviors. In particular, many scientists believe that they are immune to marketing’s effects. But if scientists are immune to marketing’s effects, why do so many companies continue to spend significantly on marketing campaigns? The reason is simple: this supposed immunity is just a myth; marketing actually works. To understand how, let’s examine the marketing mechanism of action.
Inbound marketing, when done well, should result in a deeper relationship between your organization and your prospects, developing into a steady stream of well-qualified leads. In this issue, we attempt to strip away the hype surrounding inbound marketing and specify the approach needed for an effective inbound marketing effort in the life sciences. We’ll see how the various components of inbound marketing reinforce each other, interacting to drive effective results.
Marketing is getting more complex as buyers retreat into anonymity. To be effective, the Marketing function must shift from focusing on simple, outbound promotional activities to attracting prospects, and then converting them from visitors to leads to customers. Inbound marketing is more complex and is more synergistic than outbound marketing. For example, outbound marketing is designed to culminate in a single exchange of value, that is: products or services exchanged for money. Inbound marketing is designed to employ many small exchanges of value and this shift requires changing the way we think about marketing in the life sciences.
Inbound marketing, when done well, should result in a steady stream of well-qualified life science leads. In this issue, we begin our look at inbound marketing in the life sciences by considering the issue from the viewpoint of a prospect. What makes them consider you, rather than one of your competitors?
Marketing automation is a hot new tool in life science marketing. But what does it take to harvest the most benefit from marketing automation? In this issue, we look at the life science marketing practices attitudes, skills and resources necessary to implement a successful marketing automation program.
Content marketing is an effective way to drive your life science brand’s positioning and engage your audiences and prospects. In this issue we’ll introduce the idea of a content life cycle, known as P7. Managing the P7 life cycle from Step 1, People all the way through Step 7, Promotion will allow you to harvest the greatest possible benefit from your content.
Content marketing can establish your life science brand’s positioning and engage your audiences, but attaining these benefits depends upon having compelling content. To create this content, you need the right focus, the right form, the proper filters and the optimum frequency. In this issue, I discuss these factors and provide some tips for creating compelling content.
Content marketing is an effective way to drive your life science brand’s positioning and engage your audiences and prospects. In past issues we covered the attitudes and behaviors that must accompany a content marketing initiative; we now focus on planning this initiative. Planning should be based upon an intimate understanding of the six factors for content marketing success. They are known by the acronym S-T-R-E-A-M: your Strategy, Topics, Resources, Environment, Audience and Measurement. We’ll start this issue with a real-world example of the results that content marketing can achieve.