Archive for the ‘Blog’ Category

Is Life Science Social Media Worth It Yet? Three Tenets Behind Its Relevance To Your Business

Is Life Science Social Media Worth It Yet? Three Tenets Behind Its Relevance To Your Business

We see a lot of conflicting information about the usefulness of social media, both in general and for the life sciences. Some major companies are reporting on its apparent uselessness and there is a lot of angst regarding the business models of popular applications such as Facebook. However, at Comprendia we see that many more companies are having ‘aha’ moments about social and digital media and they’re diving into it. Similar to life science technologies, its popularity is like a pendulum, swinging back and forth between favor and disfavor, eventually finding its place. Here are three tenets which will help you understand how to leverage the changes life science social and digital media bring even though the final outcome is not clear. Traditional media is not coming back. No one really knows where the upheaval of traditional media will lead us, in the life sciences or otherwise. We recently covered the 2012 Presidential election where one campaign used new media to create a self-affirming and misleading bubble of isolation, and another effectively leveraged digital tools combined with traditional tactics to reach their audience effectively. Even though we don’t know where the life science social media pendulum will land, we know […]

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West vs. East Coast Life Science Hubs, Which are Bigger? Analysis of LinkedIn Data

Perhaps inspired by the accurate 2012 election predictions and winning tactics which were based on demographics, we decided to analyze the life science industry using geographical data from LinkedIn. Using the LinkedIn advertising application, we’ve mapped 3 million U.S. professionals in biotechnology, pharmaceuticals, and medical devices, and their distribution defines geographical life science hubs. While the overall results fit with recent reports ranking the regions, the segmentation of each life science hub sheds light on the characteristics of each area. Every member of LinkedIn must designate an industry and a location. While it is not known how many users designate only their country, my own anecdotal evidence indicates that this is a small minority and that most choose their city. Through the LinkedIn advertising interface (see image on right), we painstakingly tabulated the number of users in each U.S. city who designated their industry as biotechnology, pharmaceuticals, or medical devices. These figures, while not perfect, are a good representation of people who are working in the life sciences industry in these regions. The numbers will be dependent upon the utilization of LinkedIn by life science researchers and professionals in a region, and thus may vary. Anecdotally, I have met very […]

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Improve Life Science Inbound Marketing Using These 10 Backlink Tactics

Improve Life Science Inbound Marketing Using These 10 Backlink Tactics

One of the most important factors search engines use to determine ranking for a website is the number and quality of other sites that link to them, so-called backlinks. Their rationale is that well established and respected information sources will be linked to by others and because they contain more relevant content. Search engines are smart, they don’t allow sites to gain from gaming the system, but there are many creative ways to get more backlinks. Here we describe ten examples which are relevant to improve life science inbound marketing. First, let’s review some of the basics. A backlink is the same as an incoming link, and it is simply a web page hyperlink on text or an image to another site. For a text link, the anchor text is the string of words that are linked, and for a link on an image, alt tags in the html are used to describe the destination. For more details see this review of hyperlinks, and you can inspect the html for them on most internet browsers (for Firefox, use top menu Tools->Web Developer->Page Source). Search engines don’t treat all links equally, and this helps prevent gaming of the system. Links tagged […]

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SlideShare: Life Science Marketing Survey 2012

Life science marketing survey 2012 from Mary Canady View the related workshop webinar: comprendia.com/2012workshop

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Now Available: October 2012 Life Science Marketing Survey and Workshop Webinar

Please fill out the form below to gain access to the free 2012 life science marketing survey report and workshop webinar. First Name(required) Last Name(required) Company(required) Email Address(required) I’m interested in scheduling a free consultation. Sign me up for your newsletter! Are you human? Sorry, we have to ask.   cforms contact form by delicious:days

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Delete Your Life Science Capabilities Presentation: Use These Five Alternatives Instead

At a recent meeting with a prospective client, I gave a presentation in which I could see that the first few ‘about us’ slides were causing my prospect to zone out. In response, I breezed through them and got to the latter part of the presentation which would be more engaging, covering a case study and a review of their marketing activities. How often do presenters miss these cues and continue with an ineffective life science capabilities presentation which does not engage potential customers? I think we all know the answer: often. Here are 5 “anti-capabilities” ideas for your next business development meeting which will help you to be successful with more life science opportunities. Web Tour. Your business prospects have likely checked out your company’s website and your LinkedIn, etc. profiles, why bore them by repeating the information in a presentation? Instead, you can begin with an interactive presentation highlighting areas of the website relevant to them, and your and your colleagues’ LinkedIn profiles. Before starting, take the opportunity to ask them whether they had a chance to look at your website and if there are areas they’re interested in learning more about. You could also point out websites […]

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Comprendia’s Free Life Science Marketing Workshop Webinar October 2nd

Comprendia's Free Life Science Marketing Workshop Webinar October 2nd

Currently, many areas of life science media are in flux as researchers and professionals can now choose between print, web, and mobile resources. These changes mean that your marketing strategies and tactics must be adjusted, as tenets used in broadcasting a message via a static advertisement no longer apply. There are now myriad choices for your marketing budget, with several representing new challenges in digital and social media marketing (see our 2013 planning guide for more information). How will you develop a 2013 marketing plan which will coordinate and integrate these seemingly disparate tactics into a strategy which will help you meet your objectives? We’ve created a survey to help us understand your biggest needs in formulating your 2013 marketing strategies and tactics, and we’ll present the results and tailor our one hour October 2nd webinar to answering your questions. In addition, we’re offering a free 30 minute individual follow up consultation to answer your questions. We’ll keep your answers to the survey confidential according to our Privacy Policy and will only discuss general survey results. Depending on the results of the survey, we expect to cover: Branding, Positioning, and Messaging Strategies Integrating Traditional, Digital, and Social Media Finding and […]

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5 Lessons Life Science Marketers Can Learn From Presidential Campaigns

I watched President Obama’s speech last night and was amazed by his presence and vision, and since 2008 I’ve been following him through various channels such as email, Twitter, and Facebook. Indeed, his 2008 campaign strategy was covered in Seth Godin’s ‘Tribes’ book and is a great example of using digital media to engage and enlist followers. Regardless of the outcome of the 2012 election, the activities of both candidates are worth studying with an eye towards life science marketing, and we review the most important lessons here. Messaging is important. By now you all know three words that the Obama campaign have used to brand their last two campaigns: Hope, Change, and Forward. Hmmmm, what are the messages of the other candidates? I can’t remember them. Identifying succinct messaging is vital for branding your company and products to your customer, helping all employees communicate a consistent message. Read twice, publish once. Mitt Romney’s campaign was lampooned for having 3 copy editing errors in a space of a few weeks. Obviously, these mistakes reflect negatively on the campaign, especially when the opposition gets wind of them. While your biggest competitor is unlikely to point out your errors, it still affects […]

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Are 40% Of Life Science Company Facebook Page ‘Likes’ From Fake Users?

Facebook has been getting a lot of negative press recently, with a BBC report about fake users as well as this viral post from a company claiming that 80% of the ‘likes’ they acquired through advertising were not from real accounts. Should life science companies be concerned about this matter? Our analysis shows that it may be a issue for company pages which have grown quickly through advertising, with as much as 40% of the ‘likes’ being suspected fakes in our estimation. Here we give best practices for avoiding this problem. Facebook provides a few ‘back door’ ways of analyzing the likes for almost any page, and we should note that we do not know how accurate these numbers are. The purpose of this post is to encourage life science companies to review their own page statistics and advertising methodology. We started our analysis by looking at the top cities for the life science Facebook pages with the most likes (a full list of the pages can be found in the likes of the Comprendia Facebook page). The ‘Top City’ for most pages can be seen by clicking on the likes link directly below the ‘thumbs up’ image on the […]

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Who’s Talking About ScienceOnline? Interactive Map Of 1000 #Scio13 Twitterers

View Larger Map We’re a big fan of ScienceOnline, the yearly conference which brings together bloggers, journalists, educators, and anyone interested in the great science that is being done online. With the help of some other enthusiasts in Southern California, we are forming a local chapter and will host some events in conjunction with the San Diego Biotechnology Network (follow @sciosocal for updates). We wanted to find local Twitterers who might be interested in this endeavor, and analyzed around 5300 Tweets from about 1300 people using the hashtag since December of last year (even though the conference does not take place until January 2013, the hashtag is used to continue the conversation year round). We were able to find and map the location of a little over 1000 of the Twitterers, and they are shown in the interactive map (see a little more ‘how to’ information here). View the map on Google to see an alphabetized list as well. Each person Tweeted #scio13 at least once, and since we’re just over 1000 people, the limit for Google Maps, you can download the KML file and view it on Google Earth if you’d like to see the last few (sorry Z’s!). […]

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