Posts Tagged ‘tactics’

2012 Life Science Marketing Planning Guide: Events, Media Kits & Contacts

2012 Life Science Marketing Planning Guide: Events, Media Kits & Contacts

It’s time to start life science marketing planning for the next year, and we’d like to help you get the most out of your budget with this guide. We’ll assume that the Mayans are wrong and that the world won’t end, at least not before Q4. We’ve updated our life science event planning calendar which has 2012 conference and relevant due dates to help you get abstracts and other items in on time, especially if you add the google calendar to yours so you’ll get reminders. In addition, we’ve added the official Twitter hashtag for each event (where available) so you can track them (see our guide to life science hashtags to learn more). Life Science Event Listings Comprendia Life Science Events: Comprendia or Google http://bit.ly/lifescievents Allconferences.com (Biotech) Nature Events Page Macdougall Biomedical Communications 2011-2012 Conference Calendar Fierce Biotech Events Biocompare Life Science Events Cell Press (+mini social network) Drug Discovery News Events Calendar Lab Roots Events Page (social network) BIOCOM Events Calendar Below is our list of life science media kits and editorial calendars. Marketers use them to plan their tactical schedules, see our life science marketing plan series for more details. We’d hoped to find more of the […]

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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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Attracting Life Scientists and Maximizing ROI: Comprendia’s STIR Social Media System

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)

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

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?

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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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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How I Spent My Summer Vacation

While vacationing, visiting family in coastal New Jersey (nicer than it sounds), I spent some time on the beach. A plane with a trailing banner flew by, advertising a product I still don’t remember. Ever the marketer, and never being the type who likes to zone out for hours on the beach, I started to think about this flavor of ‘broadcast’ advertising. The problems are multi-fold: 1. I didn’t have any clue what the product was 2. I had no idea how to follow up to learn more 3. Even if I did have a ‘burning desire’ to find out, I certainly forgot the name of the product by the time I got to the internet (ignore the fact that I had my blackberry and could have looked it up). What’s interesting is that this company probably paid $1-3K for this promotion (maybe more, as I learned that flying a plane with a banner is quite an art). What did they get in return? I’m sure they don’t even know–hard to determine a return on investment (ROI) on a media has no way of tracking. Instead, I think they should have hired college students to visit 4-5 beaches, and hand […]

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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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