Posts Tagged ‘branding’

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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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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Choosing A Head Shot And Images To Communicate Your Life Science Messaging

I recently had head shots taken on a very hectic trip to Seattle, and I was not as prepared as I would have liked to have been. Thankfully, with the help of a great photographer and my sister helping me to prepare, I got some good shots which weren’t in the style I had intended. Head shots and other imagery associated with your brand, personal or corporate, should match your company’s position and messaging, which you should explicitly define internally. Choices made by your employees, including images for marketing materials and head shots, will then more clearly portray the value of your life science brand. Larger companies may have a style or content guide which indicates the messaging, voice, and imagery that the company uses. For smaller companies like Comprendia, I’ll admit we don’t have a formal document because we are relatively small and I thought I understood and could communicate it clearly. However, when excellent photographer Connie Riggio asked me what I wanted the pictures to convey, I stumbled a bit. I know the mission and messaging of Comprendia, how we help companies communicate their value, yet I was struggling to explain it because I am too busy and […]

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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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Sound Bytes: Links and Tips For Life Science Marketing & Social Media 11/2/2010

Here is our latest collection of links and tips for life science marketing and social media: Life Technologies’ New Look Someone could write a book about the different branding of Life Technologies throughout the years. To me, they were the first company to really bring a distinctive branding to life science products, and I think following them is important to learn about how companies can deal with the challenges of consolidation. Check out how they’re using the Life Technologies brand as an umbrella for the many company brands they represent. One former Invitrogen employee told me that it is reminiscent of IVGN’s early days. What do you think? It is also interesting in light of CEO Greg Lucier’s comments that the company will expand into the medical area in the next year. Will this new branding be used, or will they require more differentiation for this market? The Social Network. I just saw this movie about the genesis of Facebook and I’m ‘assigning’ it to anyone who is interested in creating social media applications for life scientists. While the movie tends to focus on the negatives of the early days of Facebook, it also shows how this application, which faced […]

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Four Ways Life Science Companies Can Leverage Foursquare for Branding, Leads, and Sales

Social media applications which track users’ locations are big news recently since Facebook Places launched, competing with Foursquare which has three million users. Many businesses are learning to leverage these applications, allowing users to learn about discounts and gain benefits for ‘checking in’ to their establishments online while they are visiting them. Even though life science companies do most of their business via the internet and mail, there are ways they could leverage these location-based applications. Below are our ideas for life science companies to use tools like Foursquare, and we hope it sparks some ideas for building their brands and obtaining leads and sales in new ways. Account Managers. Getting the sales team using location-based applications is perhaps the most straightforward way to take advantage of them. Account managers could check in while visiting large institutions or hot spots, offering prizes for customers who see their check ins online and find them. More generally, account managers could give prizes to those who check into institutions in their territory–the implications for lead generation are fantastic! What’s great about Foursquare is that from the login perspective, it’s an isolated application. In other words, employees don’t have to worry about mixing their […]

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Five Things We Wish Life Science Company Blogs Would Do

We think it’s great that we can count 33 life science company blogs on our list, and we applaud those companies who are leveraging this flavor of social media. You may know that we are blog aficionados, however, and that we are very…ahem…opinionated as to how corporate blogs should be designed, both strategically and tactically. While I’m hesitant to specifically call out blogs that need improvement, I’ll provide my top five ‘wishes’ for them below to help life science companies succeed. Use WordPress.org. There are several ways in which you can implement a blog ranging from 3rd party sites (e.g., WordPress.com, TypePad) which will host the site for you, to software that is installed on your web server (e.g., WordPress.org). Installing WordPress.org may take a bit longer at the very beginning, but it offers much more flexibility, and the benefits far outweigh any initial delays (which really should be minimal because the software is constantly becoming easier to install and use). WordPress.org is more versatile because there is much more control over the interface and functionality of your blog. WordPress.org installations allow access to hundreds of modules called themes and plugins, giving unlimited interface and branding options. We see several […]

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Launch and Learn: What Does it Mean for Biotechnology?

One of the tenets of new media and marketing is a strategy called ‘Launch & Learn.’ It refers to executing marketing campaigns, launching products or websites quickly, setting up metrics to determine their success, and redefining as necessary. The benefit? Begin building brand loyalty and communicating with your customers early, rather than delaying launch, or waiting until your website or product has achieved perfection. The new paradigm has been driven by the growth of tools to create ‘web 2.0‘ websites, where users can interact and give feedback. This has accelerated the pace of business and the feedback loop cycle, and companies have quickly learned the benefit of launching campaigns and products sooner rather than later. What about Biotech products? We all know that there are many factors that come into product development and doing business in Biotech. Our products are not T-shirts which we can design one day and toss out the next. So, the products we launch are unlikely to hit the market any more quickly. However, engaging customers through web 2.0 tools, and testing ideas or campaigns can surely benefit any product or company. In biotechnology, especially, where so many directions for products can be taken, from tools […]

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