Posts Tagged ‘newsletter’

Newsletter Volume 4: April 2013

Newsletter Volume 4: April 2013

Newsletter Volume 4 April 2013  Greetings!   Life science conference season is in full bloom, how are you holding up? Life Science Marketing Plan Webinar Now Available      We had a lot of interest in our Life Science Marketing Plan workshop webinar, around 175 people have watched it. Follow the link to watch it on our website and download the template.      Access The Marketing Plan Workshop Webinar     Test Drive Our New Website! We’ve updated our website to serve you better. Important changes include: Product listings  Resources Workshops Presentations Blog   Let us know what you think!  Know About The Life Science Content ‘Matrix’? We all know content is king, but how can you leverage all of the different types? Learn how to use some simple tools to leverage your company’s assets effectively and save time. Read the article on our blog: Your Guide To Thriving In The Life Science Content ‘Matrix’    Product Highlights   Life Science Social Media Tune Up      We provide a life science social media review of your company’s activities and detailed recommendations to meet your objectives. Whether your goals are to increase return on investment (ROI), generate leads, or search […]

Read more

Comprendia Newsletter Vol. 3: Workshop, #ScioPartners, Power Tool, Sound Bytes

Comprendia Newsletter Vol. 3: Workshop, #ScioPartners, Power Tool, Sound Bytes

Link to Comprendia’s March 2013 newsletter.

Read more

January ’13 Newsletter: ScienceOnline, New Media Marketing, Power Tool, SoundBytes

Comprendia January 2013 Newsletter Greetings! Happy New Year! 2013 is special to us because it marks our fifth year! We’ll be having some special celebrations this summer. For now, check out our new blog content, specials, and news from around the web. Contact us if you have any questions or just want to say hi. Reaching Digital Influencers at ScienceOnline The changing media landscape means that science bloggers are important digital influencers. We aim to help life science companies build bridges with these communicators and are travelling to North Carolina next week to lead a session at the ScienceOnline conference.  Check out the details and fill out the short form by clicking below so that we can help you make the important connections you need in 2013: ScienceOnline Partnerships     New Media Marketing Resources, Risks, and Rewards  Mary recently gave a talk to UCSD Rady MBA students and we’ve uploaded it to SlideShare with audio. Click on the link below to watch it, and if you’d like Mary to talk at your company or institution, contact us.  New Media Marketing Presentation Product Highlights & Specials   Special offer: Until February 10th, enter code “winterpromo” to get $75 off of […]

Read more

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

Are You Following The Golden Rule of E-Marketing and Social Media?

These days there are many ways that a life science company can reach out to researchers, which is great. You likely don’t just have one list of contacts in your CRM, you’ve got employees using LinkedIn, Twitter, etc. With this added flexibility comes new questions regarding how to make contact that is welcomed. We like to use the golden rule, in other words, do unto others as you’d have done to you. Here are some examples of what we consider to be breaking the golden rule, illustrating why it is a simple and effective guideline for many different situations. Unsolicited newsletter opt in. I was recently signed up for a newsletter simply because I’d exchanged an email with someone that had nothing to do with their products. I hear this complaint often from colleagues, that they’ve been signed up for newsletters and resent the sender. Your newsletter recipients should request to be signed up, or you should match their interests closely and monitor unsubscribes closely. Don’t assume a contact is a lead, and remember a newsletter is a regular publication which carries more weight than just sending an email. No ‘unsubscribe’ on mass emails. Related to the last point, you […]

Read more

Social Media: The Seth Godin Trifecta

Seth Godin is a true thought leader in social media–he understood it years or maybe even a decade before many. Three of his books have literally changed the way I think about marketing and even the course of progress in many areas. Here is a short review of the books, and they’re all good and short reads, I suggest you pick them all up (each is linked to its Amazon page, and I swear I’m getting no kickbacks!). Permission Marketing. This book was published in 1999 and truly shows that Godin was ahead of the curve, defining new media marketing strategies and tactics before the term ‘social media’ was even recognized. I call this the ‘newsletter book’ because it espouses getting permission to market to customers and uses newsletters as a prime example. In short, create marketing materials such as newsletters which provide value to your customers outside of your products, and they will give you permission to market to them. Need an example from life science? We worked with San Diego-based specialty chemicals and services provider BioBlocks to help them create a newsletter featuring the research behind their products–see an example here. As a result, they’ve increased their reach […]

Read more

Social Media for Life Science: Something Old, Something New

Social Media for Life Science: Something Old, Something New

I see enormous potential for life science companies to use social media to engage their customers and grow their business. Sometimes when I talk about it, however, the concepts can come across as being somewhat foreign. Some people wonder how tools like Twitter can help them to grow their business, and are perplexed by the jargon and ‘special world’ that social media marketers seem to live in. However, social media can be seen as an extension of tools life science companies have been using for years, such as newsletters, posters, and guides. Realizing that social media is really a natural progression of these resources helps to better understand how to create new tools and how to fit them in with your traditional marketing strategies and tactics. Social media is about stepping beyond your product line and offering customers with resources that apply more generally to their daily ‘pains’ or interests, and allowing them to interact with you and other customers in the process. These resources could be blogs, forums, or groups set up with customers in mind, you can see examples on our compilation of life science companies using social media. While many of these companies are just getting started, […]

Read more

How I Spent My Summer Vacation

While vacationing, visiting family in coastal New Jersey (nicer than it sounds), I spent some time on the beach. A plane with a trailing banner flew by, advertising a product I still don’t remember. Ever the marketer, and never being the type who likes to zone out for hours on the beach, I started to think about this flavor of ‘broadcast’ advertising. The problems are multi-fold: 1. I didn’t have any clue what the product was 2. I had no idea how to follow up to learn more 3. Even if I did have a ‘burning desire’ to find out, I certainly forgot the name of the product by the time I got to the internet (ignore the fact that I had my blackberry and could have looked it up). What’s interesting is that this company probably paid $1-3K for this promotion (maybe more, as I learned that flying a plane with a banner is quite an art). What did they get in return? I’m sure they don’t even know–hard to determine a return on investment (ROI) on a media has no way of tracking. Instead, I think they should have hired college students to visit 4-5 beaches, and hand […]

Read more

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 […]

Read more

Your Newsletter: It’s Not All About You

Life sciences companies can be divided three ways: those who don’t have a newsletter, those who have one, and those who have one and understand the purpose. Companies often see the newsletter as simply a way to showcase new products, and see it as a monthly chore. As we’ve discussed, this ‘broadcasting’ of your products is much less effective these days, as customers have a lot of ‘noise’ to sort through during their daily routine. A company newsletter should focus on your customers, not you. If they simply want to see a list of new products, they’ll visit the website. Here’s an example to help understand how to ‘turn around’ your thinking on newsletter content. I have a friend who’s a photographer, and I was trying to talk her into sending her clients a newsletter (yes, I think marketing 24/7). She replied “Why would I want to send my clients information about photography and how I shoot pictures?” She is thinking that a newsletter is about her company. Instead, I suggested that she give her clients information that may be considered tangential to her business, but very relevant to her clients. For example, for her wedding photography clients, send tips […]

Read more