Posts Tagged ‘strategy’

Comprendia Adds Social Media Capabilities

If you’ve been following our Biotechnology Marketing 101 blog, you likely know that we are ‘in the know’ about social media. We’ve used it to grow our own company and the San Diego Biotechnology Network, and we’ll be featuring our work with other companies soon. Check out our Social Media Capabilities page to learn more and to get started!

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Bootstrapping Biotech: SDBN’s October 29th Event

If you’ve been following along with the Biotechnology Marketing 101 blog series, you know that we provide guidance for life science and biotech companies to start and grow. We’re taking this from virtual to IRL (in real life ;) at our October 29th Bootstrapping Biotech event with the San Diego Biotechnology Network. We’ve lined up some excellent speakers who will cover everything from getting funded to strategic and tactical marketing and social media for your company or products. We’ve had a lot of interest so far, even outside of San Diego, and really think that a lot of great, synergistic connections will be made at the event. Even if you don’t work at a small company, we think you’ll be able to learn and meet those who can help you make the most out of your marketing budget. As always, we’re open to feedback as to what you’d like to see–leave a comment here or on the SDBN site.

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Using Personas and Avatars to Better Understand Customers

We’ve talked a lot about customer-facing marketing in the Biotechnology Marketing 101 Blog. As we’ve discussed, it is vital these days to understand who your customer is so that you can build a relationship with them, rather than relying on the old-school methods of broadcast marketing. This relationship will benefit more than just your bottom line–you’ll find that you will get much more feedback from customers who you engage. The first step to building a relationship with your customer, so that you can meet their needs, is to truly understand who they are and what their daily challenges are. One way is to create a customer ‘persona’ which describes the age range, occupation, education level, and other qualities important for ‘putting yourself in their shoes’ to understand their needs. In addition, most social media strategies should start from the customers’ perspective, so it’s a good way to get started. You may also find that after you start, you’ll realize that more than one persona is needed. We’ve created a template (.PPT file) to help you define your customer personas. The template will guide you through the process of defining each of your customer types, from their demographics to their daily […]

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