Posts Tagged ‘roi’

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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Sound Bytes: Links and Tips For Life Science Marketing & Social Media 3/18/2011

Wow two months since the last Sound Bytes! We’ve updated our look from 80’s mix tape to ’00’s iPod, here’s our most recent playlist of links and tips for life science marketing and social media: EMD Millipore: How do you like them apples? This week at our San Diego Biotechnology Network event my good friend and colleague Steve Edenson from EMD Millipore sponsored, and he showed me their brochure for Lead Discovery services, the tagline is ‘at the core of your discovery’ and they’re a nice light green with apples subtly featured. Here’s the twist: it’s apple scented! Perhaps it’s a gimmick, but it makes it memorable and you could even argue that it could help with branding or even send a subliminal message. EMD Millipore also recently announced their new branding (PDF) after Merck KgaA aquired Millipore last July. I’m not sure how the marketing team came up with the apple scent, but it shows creativity–how could you distinguish your marketing materials? I’ve heard great ideas from outside our industry, perhaps ask your printers, vendors or consultants for ideas, or have a brainstorming session on a Friday afternoon with your team. I also like to keep an open mind […]

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Using Google Analytics Word Clouds To Analyze Your Life Science Brand

Using Google Analytics Word Clouds To Analyze Your Life Science Brand

If you’ve been reading this blog, you know we’re crazy about word clouds, a way to visualize text data that is mostly associated with social media content such as in blogs. However, they are also being utilized in other areas, and were even featured on a recent cover of Science magazine. As part of our new Social Media Toolbox series, we’ll show you how to use word clouds to understand how your life science company is found and perceived by your customers through search engines. Why do this? You of course know what your best selling products are. Do the needs or ‘pains’ these products meet align with the top searches that customers, or even non-customers, use to find your website? We did the below exercise with our partner site, the San Diego Biotechnology Network (SDBN), and made some useful observations. Below, we list the steps to create Google Analytics keywords word clouds, and show what can be learned. You will need to install Google Analytics (it’s free) and have at least six months of data to do this. Log in to Google Analytics and choose “Traffic Sources->Keywords” on the left menu. Choose a six month period using the calendar […]

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Social Media for Life Science and Biotechnology Application Workshop: Twitter

Twitter is perhaps the best application for life science companies to use to get started with social media, and based on our 2011 poll of life science marketers it is the application you are most interested in. Join us for this 2.5 hour webinar which will answer the following questions: How can I effectively use Twitter to grow my company’s brand? How do I find and engage with influencers and life scientists who will help me reach my goals? How do I find my company’s messaging and voice, and how can I easily find content that matches? Which tools will save me the most time? How do I track the return on investment (ROI) for Twitter? Why is etiquette so important for the life science community on Twitter, and how do I fit in? The workshop is offered online March 10th, and will be available for on demand viewing after this date. All participants will received a printed booklet, and registrations must be received by March 4th. Cost is $275 per individual and $500 for groups of 2-4. Contact us for pricing of larger groups and visit our life science social media training page for information about other workshops. Note: […]

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Social Media for Life Science and Biotechnology Workshop 3: The Rule of 3’s for 3rd Party Applications

You’ve put together your overall life science social media strategy (if not, see Workshop 1 and our other social media training) and it includes third party applications such as Twitter, LinkedIn, Facebook, and YouTube. How do you use these applications to reach out to your customers effectively? The applications are all different, requiring individual strategies, tactics, and methods for determining metrics. Join us August 31st in San Diego or via the web to learn the ‘Rule of 3’s’ for third party social media, and you’ll start reaching out to your customers like never before (almost like a 3D movie, you could say). In this four hour interactive workshop, offered in San Diego and via webinar, you will learn everything you need to know to implement campaigns on Twitter, LinkedIn, Facebook, and YouTube, including: Strategies What strategies and themes work with life scientists? Which third party social media applications are my customers using, and how do I target them there? How do I fulfill corporate goals and provide value at the same time? Tactics How can I get the most out of my time spent on 3rd party social media? What are the best tips and tools for each application? Where […]

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How Does Web 2.0 Increase Life Science Product Sales?

Almost every life science company we talk to about web 2.0 and social media has the same question: what’s the return on investment (ROI)? We’ve discussed that the ROI equation for social media strategies and tactics is the same, but that the ‘expense’ and ‘payback’ calculations will likely be different. In this post, we’ll discuss two reports which show that web 2.0 sites have increased traffic and engagement, and that customers who are engaged buy more. Together, they present a strong argument that adding web 2.0 features can directly and positively impact a company’s sales. Web 2.0 sites are dynamic and interactive, and include sites which the user can add content to such as blogs, forums, and wikis. The first report we’ll discuss is titled ‘Traffic metrics and Web 2.0-ness‘ and it was published in Online Information Review from a group in Taiwan. They surveyed the online habits of about 1000 people and correlated metrics such as sites visited, page views per site, and duration per page on site with the degree of ‘Web 2.0-ness’ a website had. The researchers found a positive correlation between the Web 2.0-ness of a site and users’ understanding of its content and the number […]

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Social Media for Life Science and Biotechnology Workshop, Part 1: Get Started With Industry-Specific Strategies and Tools

How can life science and biotechnology companies leverage social media to increase visibility, generate more leads, and ultimately improve sales or the value of the company? Comprendia is the recognized leader in understanding how to develop and implement social media strategies tailored to life science and biotechnology companies. Check out our Biotechnology Marketing 101 Blog for more details. There are myriad online social media resources and agencies, but this workshop is the only resource that will provide you with strategies backed by real examples and designed to help you launch campaigns that will work with your life science customers. In this 4 hour hands-on workshop we’ll answer these questions, giving real examples and materials to help you jump start social media campaigns for your company: Which applications and themes work with scientists or biotech professionals? How do I integrate social media with existing marketing strategies and tactics? What is the return on investment (ROI) for social media, and how do I maximize it? How do I get buy-in from the management and motivate my team to participate? We’ll have wifi so you can bring your computer, ask lots of questions, and head back to the office ready to get started. […]

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Calculating ROI for Social Media in Life Science

We often get asked by our life science and biotech clients how to calculate return on investment (ROI) for social media activities. Sometimes we are surprised, because the equation is the same as for any marketing activity, and the metrics are often easier to measure than with traditional tactics. We’ve realized, however, that the question is broader than this, and that life science companies want to see the connection between social media activities and their bottom line. We’ll address both concepts in this blog post, and would like to know your thoughts as well. Like many other ideas that are perceived as being new, social media can indeed be viewed as a new marketing tool, but we arrived at it as a natural progression, and life science companies are a great example. Thus, some of the guidelines we’ve outlined below will be familiar to you, some will be new, and we hope it helps you understand the process of determining ROI for social media in the life sciences. Establish a baseline. As with traditional marketing, you need to know where you’re starting in order to make sure your marketing is helping you to reach your goals. Several of the metrics […]

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