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 […]Read more →
Posts Tagged ‘strategy’
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 […]Read more →
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 […]Read more →
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 […]Read more →
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 […]Read more →
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