Archive for the ‘Biotechnology Marketing 101’ Category

Biotech Website Search Engine Optimization: It’s All About Content

Search Engine Optimization (SEO) is vital for any company, and biotech companies are often very fluid and must keep their sites optimized to reach their target audience. Researchers rely heavily on search engines such as Google to quickly find information and products, and having your site at the top of the list makes them more likely to visit it. There are several tricks of the trade to improving your ranking, including using keywords on your page, simplifying your design by omitting extras like Flash, and cozying up to the search engines by using their web tracking and advertising applications. However, the single most important thing you can do is to add useful content to your site. In other words, make your site a place where your customers would want to come, not just for your products, and they will. In Biotechnology and the Life Sciences, we are lucky in that there is usually a wealth of scientific research behind the products, so creating content around them simply takes time to put articles together. Consider writing application notes or newsletters that will not only put your products in the context of your customers’ research, but will increase your search engine indexing. […]

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Marketing: It’s Not Just for Product Launch (Anymore)

One of the things I have heard from people in bioscience companies is this: “OK, we’ve got the product developed and ready to launch. Now, we need marketing.” This is a misconception about marketing held by people in different departments at almost any sized company. Marketing does not equal advertising. According to wikipedia, marketing is defined as “the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to buy.” In truly market driven companies, marketing comes in at the very beginning of product development, and very little R&D effort is done towards projects that marketing has not been involved with. The “formality” of who does the marketing differs in many companies (and may differ in an individual company at any given time). Product ideas can (and should) come from anywhere, but the key is determining whether there are customers that will buy it. It is easy to understand how biotechnology companies often find themselves in a situation where marketing is misunderstood. The evolution of a bioscience company, and marketing within it, often happens like this: A scientist or entrepreneur has an idea for a product, […]

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