The Benefits of Archetypes in Marketing for CROs

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, 6-minute video explains archetypes and gives many 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 clinical research organizations—they all have essentially the same mix of products and services. This makes it hard for them to be seen as unique, and if you’re not unique, you’ve got no pricing power.

Pricing power is just one of the advantages you’ll get from using archetypes. Watch the video to learn about the many other advantages (such as increased sales, higher profit margins, and audience engagement, just to name a few) you can achieve.

You’ll need a password to watch this video. Contact Marty Fitzgerald at (919)-832-1244 x 226 to get your very own password.