BioBM's Life Science Marketing Blog
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Start Building an Audience
A lot of companies focus heavily on short-term demand-generation efforts. For small start-ups without venture funding, that is often out of necessity. However, many companies do so even when it is not necessary, and in these cases an overly short-term focus carries an unintentional long-term cost.
Why Remarketing Is Critical
It's part of my job to be very familiar with the life science tools sector. The need for familiarity commonly drives me to the websites of a number of different manufacturers – this has been especially true recently.
Distributor Selection
Having worked with a large number of manufacturers, it seems that there's almost as many different processes to grow distribution networks as there are companies looking for distribution. However, there does seem to be one method that's all too frequent: find a distributor that's "good enough" and run with it.
New Paper on Decision Engines
BioBM Consulting has published a new paper which outlines the current problems facing scientists when attempting to make a purchasing decision, the negative impacts this is having on scientists, and how decision engines can be leveraged to create transformational change within life science markets.
Optimize Your Messages
Think about how much money (not to mention effort) goes into disseminating your marketing messages. Think of all the resources spent on advertising, copywriting, conference exhibitions, social media, printed materials, even search marketing.
Nexus Distributor Discovery Service
Boston, Massachusetts, USA, January 22, 2013 – BioBM Consulting has announced the launch of BioBM Nexus, a fast, low-cost, self-serve distributor discovery service allowing manufacturers of life science tools to find relevant, targeted distributors in their geographic markets of interest.
Preferences for Content
We talk so much about content on a conceptual level that I thought it might be helpful to offer some more practical advice. Luckily for me, there's a lot of knowledge out there to work with. In this post, we'll look at two studies that surveyed B2B buyers on their preferences for content.
Can the Shallow Content
We're big advocates of content marketing, and we're glad to see that content marketing is rapidly being adopted by life science companies.
Case: Content at a Small CRO
It feels like every week I see or learn something that reinforces just how valuable content is to life science companies. For instance, I was recently discussing some sales dilemmas with the founder of a young, small CRO. Let's call him Greg. Greg's CRO performs a well-differentiated and valuable research service.
Small Steps
It's enticing to try to close every prospect at the first opportunity. You can certainly rationalize doing so – you're just trying to make the most of every opportunity, ASAP. Attempting to do so, however, can drive away your customers by forcing them to choose before they are ready to buy.
Leads 101: Part 3
This post is the last in a three-part series. For the first post on lead generation, click here. For the second post on responding to leads, click here.
Leads 101: Part 2
This post is the second in a three-part series. Last week we discussed lead generation, and you can find that post here: https://biobm. com/2013/11/leads-101-part-1.
LifeSciPR Relaunched
Boston, Massachusetts, USA, November 25, 2013 – The Association of Commercial Professionals – Life Sciences and BioBM Consulting have jointly announced the launch of LifeSciPR, a press release distribution service specifically for contract research organizations and suppliers of life science tools.
Leads 101: Part 1
Everyone wants more sales. Everyone wants more demand. Sales can't come from nowhere and demand has to be realized somehow, and the way we marketers help generate sales and realize demand is, largely, through generating leads.
Validate Your Messages!
I think that this point is obvious to the vast majority of life science marketers who may read this – and you should certainly be well aware if you've been following this blog or the Marketing of Life Science Tools & Services Group on LinkedIn.
Easily Improving Retention
Nothing is better for customer retention than great products. As marketers, however, the quality of the product is at least somewhat out of our control. The easiest tactic that the marketer has to improve retention is, ironically, one of the ones that can most easily turn customers off: email.
Customer-Centric Content
Content marketing is no longer a novel tactic among life science tools and services companies. Truly effective content strategies, however, are still rare. Many life science marketers approach content marketing too superficially, with an "if I write it, they will come" mentality.
Marketing Channels
Many small life science companies have their preferred advertising / marketing channels. This approach, limited and highly focused, works well for demand generation campaigns (and, to a lesser extent, branding initiatives) in which reaching a large proportion of the target market is not necessary.
List of Lab Manager Surveys
Lab Manager Magazine routinely publishes surveys, often multiple per month, which briefly assess scientists' utilization and preferences with regards to a particular laboratory technology. These surveys basically amount to free market research.
Analytics Will Save You
From a marketing standpoint, most small life science companies live in the dark. There is a near-complete lack of meaningful information; it is rarely collected and when it is, it is rarely analyzed in a meaningful way.
Motivating Your Distributors
Last week, we discussed how the key to a distributor successfully selling a given product line (from the supplier's standpoint) is how motivated they are to carry, promote, and sell the line. There is simply no substitute for effort.
Qualities in a Distributor
We find that life science companies have very different ideas of what qualities are most important when looking to partner with a distributor.
Social Media Optimization
A lot of life science companies create social media accounts for the wrong reasons. Some do it strictly for demand generation (bad idea – scientific products are not impulse buys), some do it because they feel like they should.
Intent to Purchase
We're avid fans of search marketing for demand generation-focused campaigns (both search engine marketing and search engine optimization).
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