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Employee Turnover (and Marketing)

Why am I (an expert in the field of life science marketing) writing about employee turnover? Because the two are intimately connected. I’ll lay out the case here and in upcoming issues.

The Power of Tone of Voice in Life Science Marketing – Part 7

Tone of voice (and the archetypes that can help define and guide it) is a powerful tool for differentiating an organization and a set of offerings. Given its power, it’s surprisingly underutilized by life science organizations. Keep in mind, however, that like all tools it can be powerful when used correctly—and cause significant problems when used without care. Since the team at Forma has been deeply involved in using tone of voice and archetypes as part of our marketing toolkit for several years now, I’d like to offer a few cautions.

The Power of Tone of Voice in Life Science Marketing – Part 6

Tone of voice is a powerful tool for differentiating your life science offerings. In the previous issue, I discussed the need for consistency. Since every employee has the potential to be a brand ambassador, ensuring consistency means aligning all employees around a single tone of voice.

The Power of Tone of Voice in Life Science Marketing – Part 5

Tone of voice is a powerful tool for differentiating your life science offerings. In the previous issue, I discussed how tone of voice can be guided by archetypes. I also reviewed some experiments demonstrating the self-reinforcing nature of archetypal patterns. This self-reinforcement plays a crucial role both in enabling archetypes to guide tone of voice and allowing a particular tone of voice to be understood as a component of an archetype’s pattern.
In this issue I build on those topics by looking at other patterns, biases and heuristics that support the need for consistency when using tone of voice in your life science marketing efforts.

LATEST BLOG POSTS

3 Effective Tips for Working Remotely

Working remotely can be a serious adjustment if you’re used to office life. The Coronavirus has forced millions of workers across the globe to set up shop at home so they can continue working without having to worry about catching this deadly illness. For many, it will be the first time they’ve had an opportunity […]

5 Burning Questions (and Answers) About Coronavirus

At the time of this posting, the WHO declared the outbreak of coronavirus, or COVID-19, a global pandemic. As the experts in the field of life science marketing, we’ve been paying close attention to the conversations about how to prevent and cope with the coronavirus. As with most things in this modern era of discourse, […]

Internal Teams or External Marketing Agencies? 8 Crucial Factors to Consider

When you’re undertaking a strategic marketing initiative, should you use your internal marketing team to handle the work, or should you hire an external marketing agency? This is an important question, as the results should last for years. This brief blog post will outline some of the factors to consider when making that choice. There’s […]