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Archive for the ‘Biotechnology Marketing 101’ Category

Life Science Digital Marketing Trends: Comprendia’s ‘Lucky Seven’ Year Predictions

Life Science Digital Marketing Trends: Comprendia's 'Lucky Seven' Year Predictions

Comprendia was founded in June of 2008, which means we are beginning our 7th year. For this occasion, I’ve decided to reflect about the future of life science digital marketing and I present five predictions which are open to discussion. First, I’ll give a bit of a background. In late May/early June 2008, I was finishing up with the Comprendia logo and forming the LLC, getting the PO box, trademark, and all the trappings of a new business. I wasn’t sure how to set up the website—I’d used WordPress personally and was familiar with it for blogging, but would the platform be suitable for a corporate website? Believe it or not, few companies were using WordPress at that time, but I found a few examples and went for it. I caught a very lucky break as the Biotechnology Industry Organization (BIO) convention was in San Diego that June, and they were accepting bloggers. I signed up, blogged, and have covered several conventions since then. Currently Comprendia is working to provide local coverage of the BIO 2014 convention through the San Diego Biotechnology Network (SDBN). In addition, we liaise with biotech companies, their customers, and science communicators in many ways and […]

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Life Science Market Research: Get Better Results With Our Checklist

Life Science Market Research: Get Better Results With Our Checklist

We’ve covered before how conducting your own life science market research is easier than before because of new software and communication channels. Life science companies should be querying customers’ needs more frequently in order to engage them with social and digital marketing, which is necessary in a post-broadcast world. Below are listed the top items you’ll need to consider in planning your life science market research project to ensure success. Actionable Objectives. I had a boss once (who became a mentor) who said to me when I was developing a survey “I don’t want you to have a lot of data at the end, and not know what the next steps are.” Ever since then, I’ve always started a market research product by defining up to 3 actionable objectives. In other words, define the big picture questions that need to be answered and also how the data will be used to support business decisions. An example would be “We need to determine the customer’s biggest pain in the area of next generation sequencing software, so that we can develop the right features for our next release.” Each survey question should directly support an objective, and if it doesn’t, take it […]

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Meet Us at San Diego Life Science Conferences in 2014!

Meet Us at San Diego Life Science Conferences in 2014!

Every few years we hit the life science conference jackpot in San Diego, and 2014 is a banner year for us. Check out our calendar or the list below to see what events to see us at in late 2013 and 2014, and fill out the form below to schedule a meeting! We’d be happy to give you an in-person consultation on your marketing efforts. Conferences are a great time to schedule an event such as a workshop or happy hour, see our life science event planning service to see how we can work with you. In addition, you can leverage our extensive reach with the 10,000 members of the San Diego Biotechnology Network and get meetings with new clients with our business development services. Society for Neuroscience November 9-13 (2013) Society for Lab Automation & Screening January 18-22 American Association for Cancer Research April 5-9 Experimental Biology April 26-30 Biotechnology Industry Organization (BIO) June 23-26 Protein Society July 27-30 American Society for Human Genetics October 18-22 Sign up below, we’re looking forward to meeting with you! First Name(required) Last Name(required) Company(required) Email Address(required) At which San Diego conference(s) would you like to meet with us? SfN (2013) SLAS AACR […]

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Successful Life Science Content Marketing: Comprendia’s Free Webinar November 14th 2013

The phrase “content is king” may have jumped the shark, due to its overuse, but the fact remains that life science companies must provide engaging content on their website and social media to attract and keep customers. We cover this topic often on our blog and are offering a free webinar November 14th 2013 to help you keep your calm, because creating good content is a natural progression of your existing marketing. In this 45 minute webinar, we’ll cover: Strategy: Developing content that is relevant to customers, relates to goals, and is straightforward to create Tactics: Creating an integrated plan which leverages content to generate leads and sales Logistics: Inspiring and managing content authors to create materials with limited time Repurposing: Using existing assets and putting procedures in place for reuse of future content The webinar is now on demand, access it and two free content marketing planning templates by filling out the form below: 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!   cforms contact form by delicious:days

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In Defense Of Marketing: Life Scientists Should Embrace, Not Eschew It

In Defense Of Marketing: Life Scientists Should Embrace, Not Eschew It

I’ll have to admit I got very irritated at a recent article on Scientific American’s (SciAm) new Food Matters blog about going on a “marketing diet” to lose weight, claiming that marketing is the root of the problem. As a consumer, mother of a teen, and follower of fast food critic Michael Pollan, I agree whole heartedly with the concept that in the US we are being barraged with advertisements for portions that are too large and that there is a big problem. However, putting the field of marketing to blame, rather than societal values, capitalism, or myriad other factors, is unfair. I take issue with the fact that a leading blog is sending a message to scientists that all marketing is evil, because this discipline has the potential to guide researchers to help themselves and the industry in many important ways. Let’s start out with some definitions and clarifications. In the SciAm article, the author refers negatively to the American Marketing Association’s (AMA) 2004 definition of marketing because it serves stakeholders: Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the […]

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Life Science Web Development: Focus On These 5 Key Qualities For Success

Life Science Web Development: Focus On These 5 Key Qualities For Success

Changes brought by new media mean that websites have become the de facto presence for most life science companies. Customers no longer need to visit your exhibit at a trade show, they can experience your brand, order products, and get answers to questions on your website. It sounds like a no brainer, but the changes digital media bring have evolved a lot over the past 15 years, just look at Life Technologies/Invitrogen’s 1996 website to see how far we’ve come. The changes started gradually, with a pace that continually increases, and now the evolution has grown into a revolution. Because of wide-ranging changes in the way business is being done, it is always a good time to consider whether an “evolution” or a “revolution” of your life science website is needed to meet your objectives. Here are four key qualities you should keep in mind for success in life science web development: Branding. I recently surprised a colleague by telling them that their company’s fancy new website was built using a template common to many other websites. While they were disappointed, this practice is very common, and a good developer will put a lot of thought into which platform and […]

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Life Science Social Media: Getting Started, Part 2: Specific Resources

Life Science Social Media: Getting Started, Part 2: Specific Resources

View on Storify. [View the story "Life Science Social Media: Getting Started, Part 2: Specific Resources" on Storify]

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Life Science Social Media: Getting Started, Part 1: General Resources

Life Science Social Media: Getting Started, Part 1: General Resources

View on Storify. [View the story "Life Science Social Media: Getting Started, Part 1: General Resources" on Storify]

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Why You Should Join The Association Of Commercial Professionals – Life Sciences

Why You Should Join The Association Of Commercial Professionals - Life Sciences

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. […]

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Comprendia Newsletter Vol. 5: Social Media Monitoring, Market Research, Power Tool, Sound Bytes

Comprendia Newsletter Vol. 5: Social Media Monitoring, Market Research, Power Tool, Sound Bytes

Newsletter Volume 5  May 2013  Greetings!   Did your Q1 2013 Marketing Plan bring May flowers? OK, that was weak. We hope your year is shaping up well! ACP-LS Guest Post:  Life Science Social Media Monitoring     The Association for Commercial Professionals – Life Sciences is a great group for our field. Mary will be speaking at the conference in September, and leading up to that she’ll be writing blog posts. Check out her first post which outlines a plan for monitoring competitors using social media and other online tools.  Do You Do Enough Market Research?  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 in this blog post. Product Highlights   Life Science Event Planning Service          Comprendia’s life science event planning service will take care of everything from helping you plan the theme to successful implementation. Engage life scientists by providing a valuable workshop or networking event at a life science hub or co-located […]

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