Archive for the ‘Biotechnology Marketing 101’ Category

Facebook’s Promoted Posts For Pages: Do They Work?

We tried out Facebook’s new promoted page posts feature and were quite pleased with the results. We had seen previously that only about 20% of our fans see our San Diego Biotechnology Network Facebook page posts (part one of figure below, 300 of 1800 fans saw an unpromoted post). We spent $5 to promote the post shown in the middle of the figure below—and note that for now you must post from the Facebook web application, promoting does not work for automatic posts. We were happy to see that we got four times the impressions and four ‘likes.’ For this page, we consider 1-2 likes good for a post, so these results were great. We know that Facebook uses ‘likes’ to decide how often to show a post, and while you obviously can’t buy these, we think the promoted posts could increase views and engagement. We were initially concerned that our page fans might be irritated by a promoted post, but this wasn’t the case, and you can see how the post looks to them at the bottom of the figure. Of course, choose promoted content carefully and see what works with your fans. In short, Facebook promoted page posts […]

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Is Twitter Catching On At Life Science Conferences?

Here’s a short post for a Friday afternoon (I can no longer rack pipet tips to wile away the rest of the week, I’ve got to blog!). Using our Twitter hashtag data, we looked at the growth in the number of Tweets for several life science conferences from 2011 to 2012, and the results can be seen in the figure (hashtag size scaled by Tweet volume) and table. We saw between 45% and 211% growth over only 1 year, which portends a bright future for both scientists and companies using the application to communicate during conferences. As we’ve previously covered, currently only 4-12% of conference attendees are Tweeting—these current data point to those numbers increasing greatly in the not too distant future. To see the list of life science conference hashtags we track, visit our list, and let us know if you’d like a more in depth analysis. Life Science Conference No. 2011 Tweets No. 2012 Tweets % Growth ISSCR 518 1092 211% American Society for Microbiology 2256 3269 45% American Society for Clinical Oncologists 4961 9696 95% Biotechnology Industry Organization 8273 13986 69% To share this post, cut and paste: Is Twitter Catching On At Life Science Conferences? http://bit.ly/N1LF0r

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Understand Life Science Customers Better With Do-It-Yourself Infographics

Previously we talked about creating personas and avatars to help life science marketers understand the people who buy their company’s products. Personas are descriptions of customers which help in understanding their likes, dislikes, and needs. Infographics are images which use visual elements to depict data, and by using them for personas, they provide an easy reference guide for your team to use for everything from product development to content generation. Here, we show you how to use an online tool and our template to create an infographic persona for your life science customers. We found an application called Easel.ly in beta form and were happy to learn that the company is from our hometown, San Diego. We should mention that it was evident that the tool is in its early phase as there are several glitches. The tool allows you to place their graphics or your own and resize, place, and color them. We wanted more options, such as the ability to create graphs, more fonts and more colors, but we were able to create a simple infographic which also serves as a template. We created a generic and fictitious profile for a set of customers for life science consumables […]

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Anatomy Of A Perfect Email: 6 Ways To Leverage The Communication Tool To Improve Your Personal Brand

Each of us write many emails on any given workday, giving us an opportunity to make countless impressions, positive or negative, on the people who receive them. Emails not only serve to communicate a message, but they often remain on the recipients’ computers for months or even years. By adopting the simple suggestions we provide in this post from start to finish, and using our handy printable checklist, you will improve your email communications as well as your colleagues’ perceptions of you. Informative subject line. We all get too many emails, and often rely on the subject line to determine, well, the subject of the email. You undoubtedly have a topic in mind when composing an email, that’s a no brainer. However, if you’re like me, you also don’t want to send too many emails, so you may add a few facts and/or questions as well to an email you’re already sending. Before sending the email, consider adding these issues to the subject line, separated by commas. However, if you’re answering a question that was sent to you in an earlier email, you may want to consider not mixing the conversation thread and instead answering this query by replying to […]

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Life Science Conferences and Twitter: What Factors Lead To Better Engagement?

It’s been about nine months since we did our initial report on the utilization of hashtags at life science conferences. Now that the spring 2012 conference ‘season’ is almost over, we wanted to look at Twitter conversations tracked by the hashtags for each event. By tabulating the number of Twitter status updates and comparing it to the total number of attendees, we find that between 3.5 and 12.5% of life science conference attendees Tweet about the event. Here we discuss the trends and factors which affect life science conference Twitter engagement with an eye towards improving communication, resulting in a better experience for all. We judged the amount of Twitter activity by looking at the number of attendees, the number of status updates or Tweets, and number Twitterers for five of the major life science conferences since November 2011. Some meetings (ASCB, SLAS) were not included in the analysis because their Tweet volume was much smaller. Additionally, conferences for the ‘uber engaged’ scientists such as ScienceOnline were not included as their stats would dwarf that of the ‘mainstream’ conferences. The results of these tabulations are shown in the table below. Conference No. Attendees No. Tweets % Attendees Tweeting Hashtag Listing […]

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5 Creative Ways To Use Images for Online Life Science Marketing

5 Creative Ways To Use Images for Online Life Science Marketing

We live in an age where creating high quality images is straightforward and necessary to compete with the plethora of online media available. Facebook’s recent purchase of the image sharing application Instagram for $1 billion underlines the growing importance of images to web users. Images serve to get readers’ attention, to form a stronger connection with them, and to make content more likely to be shared. We’ve found five excellent examples cleverly using online images to promote brands, events, and even researchers, which are described below. Customized Photos. Integrated DNA Technologies (IDT) recently did a fun promotion at recent conferences. They took photos of researchers and put them in a template which made it look like they were on the cover of Nature or Science. They provided a printout and electronic copy for researchers to share, as well as posting them to a Tumblr blog. IDT took away the ‘activation energy barrier’ scientists might have in creating and posting a their own images by doing it for them. Additionally, they made a connection not only with the researchers in the photos, but with others who will identify with the pictures. Tumblr is a good choice because it is a favorite […]

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How To Find and Engage Life Science Bloggers and New Media

View on Storify. [View the story “How To Find and Engage Life Science Bloggers and New Media” on Storify]

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Life Science Marketing On A Shoestring Budget

View on Storify. [View the story “Life Science Marketing On A Shoestring Budget” on Storify]

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Who’s Passionate About #OpenAccess? Interactive Map of 1000+ Twitterers Using The Hashtag

View Larger Map Our map of Science Communicators based on utilization of the #scicomm hashtag was very popular and we’ve been asked to create maps for more hashtags. We decided that a map of Twitterers using #openaccess would be useful, as the movement to free research publication access is gaining momentum, with the associated #academicspring hashtag also being used. These maps show trends regarding the location and interests of the Twitterers, and perhaps more importantly they help people to connect with others in their geographic region. Since May 30th 2011, when we started tracking the #openaccess hashtag 11 months ago, it has been used almost 43,000 times by 12,000 Twitterers. Google Maps limits the number of items on each map to 1,000, so we chose to show the top users, corresponding to those who have used the #openaccess hashtag 4 or more times in this 11 month period. We actually got flack from the last post as some people who didn’t use the #scicomm hashtag didn’t get mapped. These complaints are great because it shows people care and we want to make the maps better. Our suggestion? Find/create/use more hashtags in your posts if you are passionate about a topic, […]

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Four Ways To Attract And Engage Life Scientists For Your Next Event

Four Ways To Attract And Engage Life Scientists For Your Next Event

We’ve been organizing life science events for more than 3 years now and we see the need more than ever to help biotech researchers and professionals network. Creating an engaging event with notoriously shy people isn’t always easy, and we’ve had both missteps and real winning ideas. We’d like to see more successful events being held and see a real opportunity for organizations and companies to get involved. Here are four ways we’ve found to get scientists to attend, engage, and get more out of events, which benefits all involved. Speed Networking. If you’ve done speed dating, you’ll get this easily. Check out our post on the San Diego Biotechnology Network site for all the details, and here is the rundown. Arrange tables in a “U” shape and place chairs matched across the table on the inside and outside. Have everyone take a seat and make sure all have partners, then give them 4 minutes to talk. Prep them by telling them to bring lots of business cards and to craft a 30 second ‘elevator speech’ to describe who they are and what they’re looking for. Bring a timer and use a microphone to announce the 4 minute warning–you’ll get […]

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