Posts Tagged ‘product launch’

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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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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