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

By on February 28, 2013   /   Biotechnology Marketing 101, Blog, Comprendia News   /   Leave a comment
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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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My 24 Hours Unplugged: What We Can Learn About Life Science Business Planning

By on May 5, 2011   /   Biotechnology Marketing 101, Blog   /   Leave a comment
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There have been reports that have been coming out lately showing that multitasking, an activity often exacerbated by the internet and social media, can be less effective, shorten our attention spans and even affect our relationships. Recently I went to some conference presentations and noticed a difference in my attention span–that nagging feeling that I’m missing information, having to tell myself “you can only check your phone once every 15 minutes.” I decided to go cold turkey for a day–no internet, period. Granted, it was a Sunday, but I gained some insights relevant to life science business planning that i’d like to share. I started at 7 p.m. Saturday, announcing to the Twitterverse that they should expect to not hear from me for 24 hours. Shortly after I signed off I realized I promised to make a dish the next morning for which I did not have the recipe…get out the old cookbooks! Lesson one was that I rediscovered the usefulness of browsing. I have about 40 cookbooks, several I have forgotten about, and I reacquainted myself with some of them and some recipes I would never have found via a Google search. When we rely on what we think

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Everything You Need For 2011 Life Science Planning

By on December 16, 2010   /   Biotechnology Marketing 101, Blog   /   Leave a comment
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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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How To DIY Your Biotech Press Release

By on September 8, 2010   /   Biotechnology Marketing 101, Blog   /   Leave a comment
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Optimize your biotech press release coverage by following these tips on writing, distributing, and promoting life science company news.

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

By on August 4, 2010   /   Biotechnology Marketing 101, Blog, Comprendia News   /   Leave a comment
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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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Attracting Life Scientists and Maximizing ROI: Comprendia’s STIR Social Media System

By on May 21, 2010   /   Biotechnology Marketing 101, Blog   /   Leave a comment
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A few months ago we did an analysis of life scientists’ utilization of social media applications, studied the applications ourselves, and published our findings. Based on this study, and our own experience, we’ve developed the STIR Social Media™ system which helps life science companies develop strategies and tactics which will both attract life scientists and maximize their return on investment (ROI). STIR is an acronym for the four attributes which social media applications and campaigns must achieve to succeed: Sticky, Transparent, Intuitive, and Resonating. In our workshops and on this blog, we’ve pointed out that life science companies have been utilizing strategies and tactics that are similar to those behind social media for decades. Social media is about ‘paying it forward’ and providing resources which go beyond self-promotion, see this blog post for some examples of life science companies who have been doing this for years. Social media involves taking these resources to the next level, and using all the web 2.0 tools available to engage scientists in a two-way conversation rather than broadcasting messages to them. This can be tricky, and based on our studies and experience, we’ve developed the STIR Social Media system to help, its four attributes

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

By on March 12, 2010   /   Biotechnology Marketing 101, Blog, Life Science Marketing Plan   /   Leave a comment
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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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Social Media for Life Science and Biotechnology Workshop, Part 1: Get Started With Industry-Specific Strategies and Tools

By on March 2, 2010   /   Biotechnology Marketing 101, Blog   /   Leave a comment
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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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The Life Science Marketing Plan, Part 1: What Is It And Why Do I Need One?

By on February 26, 2010   /   Biotechnology Marketing 101, Blog, Life Science Marketing Plan   /   Leave a comment
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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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Say What You Need to Say

By on December 4, 2009   /   Biotechnology Marketing 101, Blog   /   Leave a comment
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Once again inspired by Sally Church, I decided to look at the Comprendia Tweet Cloud. What is that, you ask? It is similar to a tag cloud, a visual representation of words used to ‘tag’ or describe a set of entries. For example, if you save bookmarks application Delicious, you tag each with a set of words (you could use ‘social media, biotech, twitter’ for this link), and a tag cloud is representative of all of your bookmarks. A Tweet Cloud looks at all of a user’s updates on Twitter and depicts the words used most frequently, the largest being shown in the largest font. Since a picture is worth a thousand words (pun intended) look at the image to the right (your eyes are probably already there, aren’t they?). You can see what topics dominate my tweets, giving you a snapshot of my theme or ‘voice’ on Twitter. Why is this important? If you’re using social media for business, you need to have a clear objective and ensure that your tactics align. It’s OK to add some ‘personality’ to your accounts, and talk about other things from time to time, as this helps to engage your community (and is

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