Archive for the ‘Biotechnology Marketing 101’ Category

Important Announcement About Comprendia & The SDBN

Important Announcement About Comprendia & The SDBN

I don’t talk much about my personal life here, and there’s probably a post I could write about how having an active personal/family life sometimes needs to be kept on the down low professionally, unfortunately. The truth is that I started Comprendia and the San Diego Biotechnology Network in 2008 as part of a plan to realize my dream of being a parent. Being single, and in marketing, isn’t the easiest path for this undertaking as travel and work schedules tend to interfere. Add to that the field of biotech, and the limited number of locations to work, most with no close family, and it seemed almost impossible. Working from home as a consultant/community organizer, with complete control over my travel, was the ideal path for me, and I am grateful for those of you who have supported me in myriad ways over this past 7 years. I was able to adopt a 13 year old girl in 2011 and she just turned 17! With college expenses coming, her impending driving capabilities (ugh), and her increased maturity, it’s time to put Comprendia on hold for now. I’m going to finally make my father happy and get a “real” job (he […]

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Life Science Public Relations Guidelines: Top 5 Words To Leave Out Of Press Release Titles

Life Science Public Relations Guidelines: Top 5 Words To Leave Out Of Press Release Titles

I thoroughly agreed with Julie Wright from Wright On Communications when she wrote about the overuse of the word “excited” in press releases. As she puts it, if you’re “excited” about something, go tell your mom, don’t submit a press release. That got me thinking about other overused words in the titles of life science press releases, ones that point out that the item is not newsworthy. Today, everyone can easily send a press release, and that means that everybody does. We are all for you DIYing your life science public relations, and here we present the top 5 words you should avoid to get your press release noticed by journalists, search engines, and ultimately your audience. You may know that we founded and manage the San Diego Biotechnology Network, and we offer an automated news feed which appears on the website, Twitter, and email. In order to automate this feed, our tools must filter out press releases that are not newsworthy. To find the overused words, we created a word cloud using the titles of 1300 releases collected over the past 8 months, it is shown below. Several of the top words used in life science press release titles […]

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Back To The Future, Too: What Is Needed To Bring Life Science Marketing To 2015?

Back To The Future, Too: What Is Needed To Bring Life Science Marketing To 2015?

It happened again. We were invited to meet with what we thought was a forward-thinking life science company to discuss social media and digital marketing. They seemed to have done their homework about what we do, but we were soon barraged with questions about the utility of social media for life science marketing. When talking to many life science companies about marketing, especially those in the tools space, sometimes we feel as though we’re trying to sell them Marty McFly’s futuristic hoverboard from the movie Back to the Future Part II. However, it is 2015, the year in which the movie took place, and such “futuristic” technologies should be as commonplace as video calls, another prediction from the 1989 movie. Why are life science companies so behind on incorporating these marketing strategies? Here we outline some changes that we feel need to happen before life science marketers will adapt to using social media. More acceptance from scientists. My esteemed colleague Hamid Ghanadan, who is always blazing trails for life science marketing at The Linus Group, said to me once “life science companies will start using social media once their customers, research scientists, do.” In that statement, he expertly distilled one […]

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Comprendia’s 2015 Life Science Marketing Planning Webinar

Comprendia's 2015 Life Science Marketing Planning Webinar

Since our founding in 2008, we’ve seen a slow progression both with scientists and life science marketers towards the utilization of more digital and social media. Since the changes have been gradual, your life science marketing team may not have made the necessary changes to their marketing plans to adapt. During this free one hour webinar on October 15th, you’ll get up to speed with the latest trends in life science digital and social media marketing as well as how these strategies and tactics fit with traditional marketing. We’ll get input from you before, during, and after the webinar to make sure your questions are answered, and the webinar will be recorded and posted with past webinars, which are always available for viewing. Topics for the October 15th webinar include: An overview of the current life science marketing landscape Strategies and tactics that are working in life science digital and social media marketing Content based on feedback obtained during webinar registration, which may include: Digital/social media best practices A modern marketing plan template Metrics: Return on investment (ROI), key performance indicators (KPIs) Content plan strategy and tactics Search Engine Optimization (SEO) and inbound marketing Future directions for life science marketing […]

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How To Help Your Life Science Organization Be More Strategic: A Cure For “Tactitis”

How To Help Your Life Science Organization Be More Strategic: A Cure For "Tactitis"

We’ve got to hand it to life science marketers. Many are entrepreneurs with a great product, while others have been successfully selling products on the internet for years, before it was so commonplace. Which type of preparation is more important for being successful in this environment, undergoing lengthy scientific training or learning marketing acumen with courses or a degree in business? As I was starting out in the field, I remember my boss telling me that a solid science degree is most important, as “marketing is easy to learn.” While I agree, I also find that there is a strong tendency in life science to eschew the formal discipline of marketing in favor of employing tactics which “have always worked” or “seem to work for others.” We have a name for this pervasive reliance on tactics, rather than a solid life science marketing strategy: Tactitis. Below we list the top ways to cure this ailment as well as ways to tactfully (get it?) respond to those in your organization who suffer from this devastating disease. Write a Marketing Plan. This advice may seem pedantic, but we run across many life science marketers who skip this important step. Creating a marketing […]

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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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