Posts Tagged ‘brand’

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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Sound Bytes: Links and Tips For Life Science Marketing & Social Media 3/18/2011

Wow two months since the last Sound Bytes! We’ve updated our look from 80’s mix tape to ’00’s iPod, here’s our most recent playlist of links and tips for life science marketing and social media: EMD Millipore: How do you like them apples? This week at our San Diego Biotechnology Network event my good friend and colleague Steve Edenson from EMD Millipore sponsored, and he showed me their brochure for Lead Discovery services, the tagline is ‘at the core of your discovery’ and they’re a nice light green with apples subtly featured. Here’s the twist: it’s apple scented! Perhaps it’s a gimmick, but it makes it memorable and you could even argue that it could help with branding or even send a subliminal message. EMD Millipore also recently announced their new branding (PDF) after Merck KgaA aquired Millipore last July. I’m not sure how the marketing team came up with the apple scent, but it shows creativity–how could you distinguish your marketing materials? I’ve heard great ideas from outside our industry, perhaps ask your printers, vendors or consultants for ideas, or have a brainstorming session on a Friday afternoon with your team. I also like to keep an open mind […]

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A Picture is Worth 1K Words: Using Word Clouds for Life Science Marketing and Communication

Life Technologies Social Media Word Cloud made using the RSS Feed and Tagxedo (click to enlarge) Word or tag clouds are visualizations which help us to understand the meaning of an aggregate of text by correlating the size of the words with their prevalence in it. As the title suggests, the picture shown here describes the concept best. While the depictions are often correlated with blogs, twitter streams, and other social media, their utility extends beyond this area. In this post, we list several ways that life science companies can use word clouds to understand customers’ needs and adapt marketing and communication strategies to meet them. Analyzing Social Media Sentiment. For the life science marketer, comments made by life scientists on social media applications represent an ‘amorphous’ form of market research. Instead of direct questions being asked and answered, researchers give candid opinions about research areas, products, events, or anything else they want to talk about. As an example, check out the word cloud made from the Society for Neuroscience 2010 meeting tweets. From this cloud, you can see that important topics at the meeting were Glenn Close‘s talk, an article about spooky coloured auras (from a non-American author), and […]

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Who Are The Top Biotech Influencers on Twitter?

About six months ago, Andrew Maynard (@2020Science) and Mike Chelen (@MikeChelen) analyzed the influence of the then 400 ‘Scientwists’ on Twitter compiled by David Bradley (@sciencebase). Since then, I’ve wanted to do something similar for Biotech (Biotwech?) Twitterers, but the application they used no longer works in batch. Mike Chelen came to my rescue and created an API which will work in batch for Klout, a similar application which gives Twitter influence along with other metrics and classifications for user types. Using the list of users from the Biotech Twibe, including the top 25 influencers from the Wefollow Biotech tag, I created the bubble chart visualization using the ‘Many Eyes’ application. The size of each users’ bubble, which is directly proportional to their influence, is based on the Klout score, which ranges from 0 to 100 and is based on 25 metrics including the size of your ‘engaged’ network, retweets, and number of Twitter lists. Top 20 Biotech Influencers on Twitter No. twitter_screen_name kscore kclass Male/Female 1 Wise_Diva 51.11 Persona Female 2 MaverickNY 44.81 Persona Female 3 genomicslawyer 41.67 Persona Male 4 FierceBiotech 37.59 Persona Female 5 ellenhoenig 35.64 Activist Female 6 Comprendia 35.07 Activist Female 7 JohnSharp 33.48 Connector […]

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Privacy is the New Black

Lately I’ve been disturbed, and frankly quite irritated, by a trend in which more individuals, either acting on their own or on behalf of their company, frequently send personal email blasts with no easy way to opt out. These individuals are likely empowered by new tools such as LinkedIn and customer relationship management (CRM) software, which make it easy to send emails to a large set of contacts. However, this practice can be damaging to you and your company, and I’d like to point out the reasons you should think twice before sending personal email blasts. Violation of your company’s privacy policy. Having been in the marketing departments of large companies, I appreciate that privacy is a serious issue. I heard a story reminiscent of the “Hatfield and McCoys” family feud where someone harassed a neighbor by signing them up online to be mailed hundreds of catalogs. Because it is now so easy to find and abuse personal contact information, the federal government has realized the need for stronger online privacy regulations, you can learn more at the Better Business Bureau Online’s website. In California, every website which collects personal information requires a privacy policy, and if you are using […]

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