Posts Tagged ‘life sciences’

Nobody Cares About Your Product Launch

A friend told me she saw a story on NPR about gaps in coverage of events in Afghanistan because so many news organizations are suffering and can’t afford as many reporters in the different regions. Hopefully, this is just a temporary situation, and changes in the media landscape will eventually mean more coverage, but it made me stop and think about news in the biotech and life science industry. With fewer resources, some news organizations have resorted to simply reprinting press releases rather than adding value by selecting truly newsworthy releases, and/or editorializing to put the information in a broader context. I have watched this firsthand as the San Diego Union Tribune’s biotechnology section has changed significantly over the last year, as changes in personnel have taken place. The result? A sea of press releases, each told from the company’s perspective, touting their company or new product as the best thing since sliced bread. Who will listen or care? Fewer than you think, as we all are confronted with much too much information these days. Anyone can send a press release these days, and that means that everyone does. Comprendia monitors the web and social media activity for the major […]

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Getting Personal With Your Customers

When I was in grade school, my Dad became very irritated with the administration at my school because of the letters they would send when I’d get a good report card. In those days (dating myself) letters were typed with typewriters, and to save time, they’d photocopy (Xerox in those days) what was called a ‘form letter,’ with a blank for the student’s name. Then, they’d only have to type in each students’ name rather than re-typing the whole letter. These letters must have been easy to spot, and my Dad felt strongly that if the school was going to truly praise the children, they should hand type each letter. Now, I was oblivious to all of this and likely did not notice that the letters were not as ‘special’ as they could be, but I think it proves a point that I’m experiencing again in the age of new media. If you’ve been reading Seth Godin, you know that he has long sung the praises of so-called ‘permission marketing,’ where you use tools such as e-newsletters to develop a relationship with customers whereby they sign up to hear from you. Godin points out that the tenets of ‘old school’ […]

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