BioBM's Life Science Marketing Blog
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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".
Contact Forms Affect Leads
Contact forms are increasingly being used by life science companies (and web development companies) as a lead collection tool, but despite this very important function companies often don't think through the design of contact forms well.
What sells lab products?
Why do scientists buy any given laboratory products? How do they make their purchasing decisions? That's the magic question that all of us seek to answer. While there is no one answer, and what answers we can attribute are dynamic, there is something that holds true.
Search for Distributors
I was having a conversation about web design and search engine optimization with a life science tools distributor recently, and he asked me how to target a website to a particular region? This got me thinking about search engine optimization (SEO) and search engine marketing (SEM) for distributors.
Serving the Underserved
As in most markets, players in the life science tools industry are always looking to get a squeeze a little more revenue out of their product lines.
Attorneys vs. Business
Last week my father, who is a real estate broker and an attorney, was telling me about a real estate deal that he was working on. The buyer and seller had initially been in relatively good agreement but the seller's attorney continuously advised his client to take an increasingly risk-averse position.
America Invents Act: part 1
On Friday, September 16th, 2011 President Obama signed into law the America Invents Act (hereafter AIA, full text here: pdf of AIA). The AIA has had no shortage of both backers and detractors that have each said that it would be either the panacea or poison for American innovation.
Clinical Trials Guru Interview
Dan Sfera Don Walters from TheClincialTrialsGuru. com recently interviewed BioBM Principal Consultant Carlton Hoyt about a wide range of topics spanning life science marketing and RD funding to his background and what led him to pursue life science business and marketing. You can watch the full interview below.
Slowing Global Economy
You see it on the television, you read it in the newspapers – the global economy is slowing. The IMF has cut GDP estimates for the world as a whole to 4.0%, highlights the threat of renewed recession in the US and EU, has curbed estimates on China slightly.
Search Engine Optimization Tips
A 2011 survey performed by BioBM found that when looking for a new laboratory product, 90% of life scientists will first turn to one of two places.
ROI: Marketing meets Sales
There is often a disconnect in communication and reporting among the marketing and sales / business development teams in life science companies that makes the calculation of ROI less relevant, or just flat out less correct, than it should be.
Technology & Scientific Sales
Technology provides scientific salesmen with great tools. Perhaps the best example of this in recent history, at least in terms of visibility and adoption, are salesmen's use of tablet devices to deliver sales presentations, product information, and other marketing content to prospective customers.
Speaking to Inquisitiveness
Scientists are very analytical people, in general. This is not surprising and is an easy assumption to make, but many novice life science marketers over-interpret this analytical nature. They presume it to mean that life science marketing should be relatively dry and that it should only provide information.
Life Science SMM: Forums
This post is the fifth and final post in a series of primers on various platforms available for life science social media marketing (SMM). The other primers are on Twitter, Facebook, LinkedIn, and YouTube.
Life Science SMM: YouTube
This post is the fourth in a series of primers on various platforms available for life science social media marketing (SMM). The first SMM primer, about the use of Twitter, is available here. The second, on using Facebook for life science SMM, is available here. The third, on LinkedIn, is available here.
Search Engine Marketing Tips
There are many reasons why any life science tools company should be using search engine marketing (SEM), yet many do not. Scientists are frequently on search engines to look for publications, protocols, product info, scientific knowledge, and more.
Life Science SMM: LinkedIn
This post is the third in a series of primers on various platforms available for life science social media marketing (SMM). The first SMM primer, about the use of Twitter, is available here. The second, on using Facebook for life science SMM, is available here.
Life Science SMM: Facebook
This post is the second in a series of primers on various platforms available for life science social media marketing (SMM). The first SMM primer, about the use of Twitter, is available here. Check back for more primers on the use of youtube and other means of life science social media marketing.
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