BioBM's Life Science Marketing Blog
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Life Sci Tools Market Outlook
There's been a lot of negativity in the life science tools market recently, at least with regards to the economic outlook. European government austerity, a possible US sequester, and cooling Asian economies have given a lot of people a sense of unease (or downright fear) about sector growth.
Market Research Using AdWords?
Life science market research can be a tricky, and often expensive, endeavor. You need to find a suitable population that meets your study requirements, recruit individuals to actually participate in the study, and building the survey.
The Purpose of a Website
We work with all sorts of life science company websites for a multitude of purposes. One thing strikes us over and over and over again. A lot of life science websites seem to be designed without a well-defined purpose in mind.
Free Life Science Marketing
Need to do a product launch on a shoestring budget? Is your ad budget almost expended but you wish you could do more? Don't start worrying quite yet… There's a few avenues to leverage FREE life science marketing that you can take advantage of at just about any time. All you need is some content.
Website Entry Points & SEO
Somewhat recently, another life science marketing agency (who shall remain anonymous), wrote that "No one peruses' websites from the homepage anymore. Sites need to be optimized to have an infinite number of front doors'."
Products With Purpose
Life science companies, and indeed companies in many industries, often get caught up in thinking about their products or services in terms of their features and benefits. Customers are often grouped by demographics. This type of thinking, however, often doesn't lead to the best solutions for your customers needs.
The Power of Targeting
Consider this seemingly obvious statement: the reason your life science company can sell products or services to scientists is because they have needs. These needs, in turn, create demand for solutions. Life science marketing is the tool by which we identify those needs and pair them with the solutions we offer.
Customers of Content
Social media, blogs, social bookmarking, RSS, e-mail… There's so much competing for scientists digital attention these days. When a scientist (or anyone) is in front of a computer they have a purpose in mind, and be it leisure, education, or work, their time there is limited.
Don’t Sacrifice Relevance
I've heard a lot of talk among certain groups of life science marketers recently along the lines of rethinking who the scientist really is.
Marketing: When & How
What I'm about to tell you isn't anything groundbreaking. It's not new, it's not innovative, and you may even say that it's obvious. It is, however, dramatically and consistently overlooked by the overwhelming majority of life science companies.
Market Where Others Aren’t
Consider this: the life science advertising market is similar in functionality to a stock market or the market for any good or service. People want to maximize the return on their investment.
Product Lines: Breadth or Depth
Life science tools companies are constantly making important product development decisions, and almost all of these decisions involve making a tradeoff. Should your company focus its limited product development resources on entirely new lines, expansions to existing lines, or improvements to existing products?
Building Online Communities
Perhaps inevitable given the popularity of content marketing, the long-established importance of branding in the life sciences, and the growing propensity of companies to look for novel ways to create social marketing-style engagement, online communities are becoming all the more popular.
Google Wants You To Plus
In what's probably half designed to make search results more personalized and half an encouragement for people to use Google+, Google implemented changes to its search algorithms recently.
Cause Marketing: Underutilized?
Corporate social responsibility has been all the rage for years now. Corporations in many fields are almost expected to prove that their interests are one with the common good and that they're not just money-grubbing, profiteering institutions.
Microdata & SEO
As search engines try to provide ever more relevant results to searchers, they continuously change and update the way their crawlers view data as well as the way their search tools display it. With the advent of HTML5 one of the things that has been implemented is microdata.
Don’t Just Tell, Show
In our last post, we discussed differentiating your life science marketing. In large part, we focused on the need to use unique marketing messages and make unique claims in order to convey the value that your products or services offer. Now it's time to take the next step.
Marketing Group on LinkedIn
BioBM Consulting has kicked off 2012 with a new group on LinkedIn specifically for those interested in the marketing of life science laboratory tools and services.
Differentiate Your Marketing
Your marketing message is what communicates the benefits of your products and services. It is the tool that life science companies must use to convey value.
Trust and Risk
Trust is extremely important in life science business relationships (and business relationships in general). I don't have to ask you to take my word for it, though.
Your Slogan May Backfire
An article in the Journal of Consumer Research, recently discussed in the Harvard Business Review, found that while brands have priming effects slogans often have reverse priming effects. In other words, brands often influence consumers as intended but slogans often cause the opposite effect.
The Sequester & The Life Sciences
It's no longer big news – the U. S. congressional "supercommittee" tasked with finding $1. 2 trillion in federal spending cuts in the next 10 years has failed.
What Should We Call Ourselves?
I've heard our "sub-industry" called many things. So many, in fact, that it seems quite obvious that there isn't a consensus. I think it's time to end all that. What should the industry that manufactures and sells products for use in life science research be called?
BioBM Publishes New Report
BioBM Consulting has released a new report: "2011 Life Science Manufacturer-Distributor Relationship Report: Industry Opinions, Factors Contributing to Distribution Success and Failure, and Potential Opportunities for Improvement".
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