Posts Tagged ‘sales’

Why You Should Join The Association Of Commercial Professionals – Life Sciences

Why You Should Join The Association Of Commercial Professionals - Life Sciences

Comprendia’s 5th anniversary is this month (look for a celebration later this year) and it’s very interesting to see the changes that have happened since our founding in 2008. At that time, we sensed a need for a network for life science marketing professionals and started the Biotech Marketing Group on LinkedIn. The group is a great place to get information and to network and we’ve made a lot of great connections there, including the founders of the Association of Commercial Professionals — Life Sciences. The ACP-LS shares our goals to connect and support life science marketing, sales, customer and technical service professionals and we are happy to be contributors to their blog and speaking at their September 2013 conference. They’ve provided our colleagues a special rate on both the conference and membership*, and here are the reasons you should join: Learn. Life science marketers are often well trained in the science behind the products they manage or sell, sometimes leaving less time to learn the fundamentals of the commercial side. ACP-LS provides many opportunities to learn about life science marketing, sales, leadership, and training strategies with an active blog, web resources, the conference, and plans to implement training programs. […]

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A Picture is Worth 1K Words: Using Word Clouds for Life Science Marketing and Communication

Life Technologies Social Media Word Cloud made using the RSS Feed and Tagxedo (click to enlarge) Word or tag clouds are visualizations which help us to understand the meaning of an aggregate of text by correlating the size of the words with their prevalence in it. As the title suggests, the picture shown here describes the concept best. While the depictions are often correlated with blogs, twitter streams, and other social media, their utility extends beyond this area. In this post, we list several ways that life science companies can use word clouds to understand customers’ needs and adapt marketing and communication strategies to meet them. Analyzing Social Media Sentiment. For the life science marketer, comments made by life scientists on social media applications represent an ‘amorphous’ form of market research. Instead of direct questions being asked and answered, researchers give candid opinions about research areas, products, events, or anything else they want to talk about. As an example, check out the word cloud made from the Society for Neuroscience 2010 meeting tweets. From this cloud, you can see that important topics at the meeting were Glenn Close‘s talk, an article about spooky coloured auras (from a non-American author), and […]

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How To Get Great Results From An Email To (Almost) Anyone

How To Get Great Results From An Email To (Almost) Anyone

You may know that through our work at Comprendia or the San Diego Biotechnology Network that we often need to get in touch with people we don’t know well or at all, whether it’s finding a speaker for the SDBN, or doing business development for a client. We like to think we get pretty good results by following a few simple rules, which are listed below: Do your homework. We all get irritating emails every day, from all-out spam to people who clearly don’t understand our business or needs. These people didn’t do their homework, and whether they’re guessing that I need to spice up my love life or to optimize my website, it doesn’t matter, we ignore and are sometimes even offended by these messages. When it comes to ‘cold’ emailing, less is more: better to spend an hour researching a prospect and emailing them a thoughtful and personalized message than to blindly email 10 at a time, something we’ve warned about earlier. What’s in it for them? This is where many fail, and it’s funny because it’s so obvious when you’re on the other side. You need to give the person a benefit to the action you are […]

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Four Ways Life Science Companies Can Leverage Foursquare for Branding, Leads, and Sales

Social media applications which track users’ locations are big news recently since Facebook Places launched, competing with Foursquare which has three million users. Many businesses are learning to leverage these applications, allowing users to learn about discounts and gain benefits for ‘checking in’ to their establishments online while they are visiting them. Even though life science companies do most of their business via the internet and mail, there are ways they could leverage these location-based applications. Below are our ideas for life science companies to use tools like Foursquare, and we hope it sparks some ideas for building their brands and obtaining leads and sales in new ways. Account Managers. Getting the sales team using location-based applications is perhaps the most straightforward way to take advantage of them. Account managers could check in while visiting large institutions or hot spots, offering prizes for customers who see their check ins online and find them. More generally, account managers could give prizes to those who check into institutions in their territory–the implications for lead generation are fantastic! What’s great about Foursquare is that from the login perspective, it’s an isolated application. In other words, employees don’t have to worry about mixing their […]

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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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