Posts Tagged ‘images’

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 […]

Read more

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 […]

Read more

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 […]

Read more

Picture This: Finding & Modifying Images for Blog Posts

Picture This: Finding & Modifying Images for Blog Posts

Throughout my career I’ve had the need to either generate or find images to communicate science, and I actually enjoy it quite a bit. I thought it might be useful to others to provide a summary of resources. Finding and creating expressive images often inspires my blog writing, and it may help you as well. Besides helping you to illustrate your point, images get your posts recognized more easily on Facebook and other third party applications, and some blog themes work best if each post has an image. Image Sources. Surprisingly, there are several good sources for very affordable (as little as $1), high quality images, see the table below for a listing. The easiest images to use are those which are royalty free which means you just pay one price for the image and can use it indefinitely in accordance with the guidelines provided on the site. Another option is to download images from sites such as Flickr which offer users a Creative Commons (CC) license. This license allows you to use the image for free as long as you credit the account that it came from–here is a nice example using and crediting Flickr images under the CC […]

Read more

Latest Posts