Posts Tagged ‘marketing plan’

Comprendia’s 2015 Life Science Marketing Planning Webinar

Comprendia's 2015 Life Science Marketing Planning Webinar

Since our founding in 2008, we’ve seen a slow progression both with scientists and life science marketers towards the utilization of more digital and social media. Since the changes have been gradual, your life science marketing team may not have made the necessary changes to their marketing plans to adapt. During this free one hour webinar on October 15th, you’ll get up to speed with the latest trends in life science digital and social media marketing as well as how these strategies and tactics fit with traditional marketing. We’ll get input from you before, during, and after the webinar to make sure your questions are answered, and the webinar will be recorded and posted with past webinars, which are always available for viewing. Topics for the October 15th webinar include: An overview of the current life science marketing landscape Strategies and tactics that are working in life science digital and social media marketing Content based on feedback obtained during webinar registration, which may include: Digital/social media best practices A modern marketing plan template Metrics: Return on investment (ROI), key performance indicators (KPIs) Content plan strategy and tactics Search Engine Optimization (SEO) and inbound marketing Future directions for life science marketing […]

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How To Help Your Life Science Organization Be More Strategic: A Cure For “Tactitis”

How To Help Your Life Science Organization Be More Strategic: A Cure For "Tactitis"

We’ve got to hand it to life science marketers. Many are entrepreneurs with a great product, while others have been successfully selling products on the internet for years, before it was so commonplace. Which type of preparation is more important for being successful in this environment, undergoing lengthy scientific training or learning marketing acumen with courses or a degree in business? As I was starting out in the field, I remember my boss telling me that a solid science degree is most important, as “marketing is easy to learn.” While I agree, I also find that there is a strong tendency in life science to eschew the formal discipline of marketing in favor of employing tactics which “have always worked” or “seem to work for others.” We have a name for this pervasive reliance on tactics, rather than a solid life science marketing strategy: Tactitis. Below we list the top ways to cure this ailment as well as ways to tactfully (get it?) respond to those in your organization who suffer from this devastating disease. Write a Marketing Plan. This advice may seem pedantic, but we run across many life science marketers who skip this important step. Creating a marketing […]

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Why You Should Be Doing More Life Science Market Research

Why You Should Be Doing More Life Science Market Research

So many things have changed in the digital age that it is sometimes hard to judge which parts of your marketing plan should change, and which should remain constant. Life science market research is an area in which we recommend you revise your strategy, and we explain the top five reasons below. Increasing segmentation. Life scientists are becoming more segmented online, being able to choose from myriad journal feeds and news sources that fit their research field. Methods for reaching your customers must be equally segmented, and you need to understand their needs and habits. The results and even the process of doing more market research will benefit you. For example, if you promote your survey on Twitter and don’t get a good response, you know that this application is not a good way to reach your customers. Improving the amount and relevancy of your life science market research will ensure that you know the best way to reach and engage your customers. Need for customer engagement. Your customers are now choosing which life science companies, if any, to follow and interact with online. These decisions require engagement, whether it be liking a Facebook page, commenting on a post, or […]

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Comprendia Free Workshop March 21 2013: Creating A Successful Life Science Marketing Plan

Comprendia Free Workshop March 21 2013: Creating A Successful Life Science Marketing Plan

Some great leader probably once said “The first step to success is having a good plan.” While this seems like a no brainer, some life science companies think that they are too small or busy to write a formal document. We also found in our 2012 life science marketing survey that many of you are disappointed with your return on investment (ROI) for your efforts, especially with digital and social media. The online revolution brings powerful tools, and the successful life science marketing plans will combine them with traditional marketing strategies and lead-generating tactics. Our free hour long March 21st 2013 workshop webinar will teach you how to develop and refine your marketing plan to meet your goals, and you will receive: A detailed description and “how to” for each section of a life science marketing plan, including: Customer profiling Competitive analysis Baseline metrics Strategic plan Positioning, messaging, and voice Tactical schedule Budget Forecasting and ROI A life science marketing plan template combining traditional, digital, and social media strategies and tactics Examples of life science company campaigns that integrate traditional and new media well Note: this workshop is designed to help those who market and sell non-FDA requlated products. The […]

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SlideShare: Life Science Marketing Survey 2012

Life science marketing survey 2012 from Mary Canady View the related workshop webinar: comprendia.com/2012workshop

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Now Available: October 2012 Life Science Marketing Survey and Workshop Webinar

Please fill out the form below to gain access to the free 2012 life science marketing survey report and workshop webinar. First Name(required) Last Name(required) Company(required) Email Address(required) I’m interested in scheduling a free consultation. Sign me up for your newsletter! Are you human? Sorry, we have to ask.   cforms contact form by delicious:days

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2012 Life Science Marketing Planning Guide: Events, Media Kits & Contacts

2012 Life Science Marketing Planning Guide: Events, Media Kits & Contacts

It’s time to start life science marketing planning for the next year, and we’d like to help you get the most out of your budget with this guide. We’ll assume that the Mayans are wrong and that the world won’t end, at least not before Q4. We’ve updated our life science event planning calendar which has 2012 conference and relevant due dates to help you get abstracts and other items in on time, especially if you add the google calendar to yours so you’ll get reminders. In addition, we’ve added the official Twitter hashtag for each event (where available) so you can track them (see our guide to life science hashtags to learn more). Life Science Event Listings Comprendia Life Science Events: Comprendia or Google http://bit.ly/lifescievents Allconferences.com (Biotech) Nature Events Page Macdougall Biomedical Communications 2011-2012 Conference Calendar Fierce Biotech Events Biocompare Life Science Events Cell Press (+mini social network) Drug Discovery News Events Calendar Lab Roots Events Page (social network) BIOCOM Events Calendar Below is our list of life science media kits and editorial calendars. Marketers use them to plan their tactical schedules, see our life science marketing plan series for more details. We’d hoped to find more of the […]

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Everything You Need For 2011 Life Science Planning

Are you a life scientist or marketer planning for 2011? Below, we list resources for you, including a Google calendar which you can add to yours with reminders for major conferences and their due dates for abstracts, etc. We’ve also included editorial calendars and media kits for traditional publications. We’d also like to help marketers learn how to support ‘2.0’ publications like blogs and wikis, and we’re working on that, stay tuned! Life Science Conferences Comprendia Life Science Events: Comprendia or Google http://bit.ly/lifescievents Allconferences.com (Biotech) MacDougal Biomedical Communications Calendar (PDF) Genetic Engineering News Calendar Biocompare Cell Press (+mini social network) Here is our list of life science media kits and editorial calendars. Marketers use them to plan their tactical schedules. Life Science Media Kits, Editorial Calendars & Contacts Journal/Media Media Kit/Editorial Calendar Contact Nature Media Kits Sales The Scientist 2011 Media Kit & Editorial Calendar Sales Genetic Engineering News 2011 Editorial Calendar, 2011 Media Kit (PDF) (See last page of Media Kit) C&EN Uber Media Schedule/Editorial Calendar Page Sales Biocompare Advertising Opportunities (Same) Elsevier/Cell Press 2010 Media Kit Sales Science 2011 Media Kit and Editorial Calendar Sales To share this post easily cut and paste: Everything You Need For 2011 […]

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The Life Science Marketing Plan, Part 2: Components (First Half)

The Life Science Marketing Plan, Part 2: Components (First Half)

Each post in our Life Science Marketing Plan series will help you piece together a ‘map’ that is representative of the analyses and learning process that will help you define your marketing strategies and tactics for the year. In the first part of this series, we provided and outline and described why marketing plans are needed for life science companies of all sizes to meet their goals. In this post, we’ll define the first half of the components in detail. Let’s get started! Executive Summary. Even though this part of the marketing plan is at the beginning, it is written at the end. Writing a marketing plan is like a journey, and at the end of it you will have learned a lot and have a clear understanding of the strategies and tactics needed to help you reach your goals. Keep in mind that several people, especially senior management, will read only this part of your marketing plan, so summarize the report here and don’t worry about being a bit redundant. Feel free to reference figures and tables in the report for easy and quick analysis. Also, if there’s a point you’d like to make to senior management (e.g., I […]

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The Life Science Marketing Plan, Part 1: What Is It And Why Do I Need One?

The Life Science Marketing Plan, Part 1: What Is It And Why Do I Need One?

We talk a lot about social media on this blog, and are of course strong proponents of its utilization for life science and biotech companies. One of the aspects we like about it is that the basics of traditional marketing planning are also the cornerstones of social media planning. For this series of posts, we’ll go back to basics and explore traditional marketing plans–beginning with their ‘raison d’etre’ to the details of developing one. We see marketing plans as a journey in which you learn along the way, and we’ll provide one ‘piece’ of the map in each of these posts, helping you to see the big picture by the end of this series. What is a marketing plan? Marketing plans can be centered around a product, product line, brand, or small company. My experience has been that they are developed early in the fourth quarter preceding the fiscal year they describe. While they can be discussed by a team, normally I’ve seen one person taking the lead in writing the document–of course this is dependent on the scope of the plan. Input can come from anywhere, but the marketing group and the management should own them and have the […]

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