Comprendia’s 5th anniversary is this month (look for a celebration later this year) and it’s very interesting to see the changes that have happened since our founding in 2008. At that time, we sensed a need for a network for life science marketing professionals and started the Biotech Marketing Group on LinkedIn. The group is a great place to get information and to network and we’ve made a lot of great connections there, including the founders of the Association of Commercial Professionals — Life Sciences. The ACP-LS shares our goals to connect and support life science marketing, sales, customer and technical service professionals and we are happy to be contributors to their blog and speaking at their September 2013 conference. They’ve provided our colleagues a special rate on both the conference and membership*, and here are the reasons you should join: Learn. Life science marketers are often well trained in the science behind the products they manage or sell, sometimes leaving less time to learn the fundamentals of the commercial side. ACP-LS provides many opportunities to learn about life science marketing, sales, leadership, and training strategies with an active blog, web resources, the conference, and plans to implement training programs.Read more →
Archive for the ‘Blog’ Category
So many things have changed in the digital age that it is sometimes hard to judge which parts of your marketing plan should change, and which should remain constant. Life science market research is an area in which we recommend you revise your strategy, and we explain the top five reasons below. Increasing segmentation. Life scientists are becoming more segmented online, being able to choose from myriad journal feeds and news sources that fit their research field. Methods for reaching your customers must be equally segmented, and you need to understand their needs and habits. The results and even the process of doing more market research will benefit you. For example, if you promote your survey on Twitter and don’t get a good response, you know that this application is not a good way to reach your customers. Improving the amount and relevancy of your life science market research will ensure that you know the best way to reach and engage your customers. Need for customer engagement. Your customers are now choosing which life science companies, if any, to follow and interact with online. These decisions require engagement, whether it be liking a Facebook page, commenting on a post, orRead more →
Some great leader probably once said “The first step to success is having a good plan.” While this seems like a no brainer, some life science companies think that they are too small or busy to write a formal document. We also found in our 2012 life science marketing survey that many of you are disappointed with your return on investment (ROI) for your efforts, especially with digital and social media. The online revolution brings powerful tools, and the successful life science marketing plans will combine them with traditional marketing strategies and lead-generating tactics. Our free hour long March 21st 2013 workshop webinar will teach you how to develop and refine your marketing plan to meet your goals, and you will receive: A detailed description and “how to” for each section of a life science marketing plan, including: Customer profiling Competitive analysis Baseline metrics Strategic plan Positioning, messaging, and voice Tactical schedule Budget Forecasting and ROI A life science marketing plan template combining traditional, digital, and social media strategies and tactics Examples of life science company campaigns that integrate traditional and new media well Note: this workshop is designed to help those who market and sell non-FDA requlated products. TheRead more →
My recent trip to the ScienceOnline conference to make the #Sciopartners presentation was cut short due to travel difficulties and I didn’t get to meet as many of the attendees as I would have liked to. I started thinking about how I’ve made connections with bloggers outside of that meeting in the past, and Tweetups, etc. at other life science conferences have helped a lot. I had an ‘aha’ moment shortly after these neurons fired and realized we could be a conduit for life science bloggers and companies to meet. The fact that communication is moving online makes in person meetings all the more valuable for maintaining relationships. Media shifts bring opportunities for both bloggers and companies to work together to advance scientific research. We created two word clouds for this post’s image based on these two partners’ online content, with the largest words representing the most popular topics. For the word cloud on the left in black, we used content from 4 major life science company websites: Sigma Aldrich, Life Technologies, Bio-Rad, Affymetrix, and New England Biolabs. The right word cloud in white is from Researchblogging and represents the topics written about there. Like any partnership, the two halvesRead more →
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