The Benefits of Archetypes in Life Science Marketing / CMO
Archetypes have been used in marketing consumer goods for years. They’re very popular because of their versatility, their power and their effectiveness.
Archetypes are now beginning to be used in B2B life science marketing, but many marketers are unfamiliar with archetypes, so this short, video explains archetypes and gives some examples.
This video focuses on the benefits archetypes can offer life science organizations, particularly those whose products and services are not differentiated from the competition. The life sciences are full of these types or companies; think about contract manufacturing organizations—they all use the same stainless steel equipment and regulatory agencies control both work product and work process. This makes it very difficult for them to be seen as unique, and if you’re not unique, you’ve got no pricing power and little chance for audience engagement.
These are just a few of the advantages you’ll get from using archetypes. Watch the video to learn about some of the other advantages you can achieve with a clear strategy and proper implementation of archetypes in your life science marketing efforts.
You’ll need a password to watch this video. Contact Marty Fitzgerald at (919)-832-1244 x 226 to get your very own password.