Posts Tagged ‘tools’

Using Google Analytics Word Clouds To Analyze Your Life Science Brand

Using Google Analytics Word Clouds To Analyze Your Life Science Brand

If you’ve been reading this blog, you know we’re crazy about word clouds, a way to visualize text data that is mostly associated with social media content such as in blogs. However, they are also being utilized in other areas, and were even featured on a recent cover of Science magazine. As part of our new Social Media Toolbox series, we’ll show you how to use word clouds to understand how your life science company is found and perceived by your customers through search engines. Why do this? You of course know what your best selling products are. Do the needs or ‘pains’ these products meet align with the top searches that customers, or even non-customers, use to find your website? We did the below exercise with our partner site, the San Diego Biotechnology Network (SDBN), and made some useful observations. Below, we list the steps to create Google Analytics keywords word clouds, and show what can be learned. You will need to install Google Analytics (it’s free) and have at least six months of data to do this. Log in to Google Analytics and choose “Traffic Sources->Keywords” on the left menu. Choose a six month period using the calendar […]

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How To Leverage Life Science Social Media in Ten Minutes a Day

We hear from life science marketers that they ‘don’t have time’ for social media. We think that for many reasons, they should ‘make’ time, as the benefits are far reaching, from reinforcing your brand to getting input on product development. However, we are realistic and know that integrating these habits into your routine will take time, so we’ve created this list that will help you to leverage life science social media by spending just ten minutes a day. Set up custom RSS feeds. We’ve talked about the power of RSS feeds to deliver customized content from all over the internet, from research publications to company websites to blogs. Set up RSS feeds and use the information to tweet or blog about, as well as to stay on top of what is going on in your industry and with your customers. You can browse this content from an RSS reader or set up customized emails. Need help? We can set up a customized feed and daily emails for you quickly and affordably, check out this example of a drug discovery blogs RSS we set up. We’ll set it up for you, adjust it if necessary, and give you all the information […]

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The Top Five Things Social Media Isn’t

You know I am one of social media’s biggest cheerleaders, especially for life science and biotech as I see enormous potential. However, when planning a social media (SM) campaign, there are some important things to remember about what it isn’t. This list is meant to help you plan and to sell SM to your organization by understanding ways that it differs from what we might expect. Instant. Social media campaigns take time. If done correctly, the end result can be worth much more than what you’d get out of a traditional marketing campaign, but it’s not like flipping on a switch. Keep this in mind during planning, and and define clear objectives for the growth of your campaign, for example number of twitter followers or increase in web traffic. Of course, your ultimate objectives are likely to increase revenue, but these are good indicators that you’re on the right track. A No Brainer. You don’t have to look far to see social media campaigns that have not gained traction or have reflected badly on the company that implemented them. There are myriad consultancies who will claim that ‘it will be as easy as setting up some accounts,’ but the truth […]

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Social Media for Life Science: Something Old, Something New

Social Media for Life Science: Something Old, Something New

I see enormous potential for life science companies to use social media to engage their customers and grow their business. Sometimes when I talk about it, however, the concepts can come across as being somewhat foreign. Some people wonder how tools like Twitter can help them to grow their business, and are perplexed by the jargon and ‘special world’ that social media marketers seem to live in. However, social media can be seen as an extension of tools life science companies have been using for years, such as newsletters, posters, and guides. Realizing that social media is really a natural progression of these resources helps to better understand how to create new tools and how to fit them in with your traditional marketing strategies and tactics. Social media is about stepping beyond your product line and offering customers with resources that apply more generally to their daily ‘pains’ or interests, and allowing them to interact with you and other customers in the process. These resources could be blogs, forums, or groups set up with customers in mind, you can see examples on our compilation of life science companies using social media. While many of these companies are just getting started, […]

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