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. Just like you must differentiate your products and services to create potential value, you must also differentiate your marketing message in order to communicate and thereby realize that value.
Think about some common claims that are made by life science companies. I’m sure we’re all heard companies claim that their product or service is one or more of the following:
- an “industry standard”
- high quality
- more consistent
- “the best _____ available”
You know what all of those claims say? Almost nothing. Those claims are virtually worthless because they’re not differentiated. Are your competitors not going to claim that they’re fast, or high quality, or reliable? In rare situations, maybe not, but otherwise you’re both saying the same thing and you’re gaining no advantage from making similar claims.
So what must you do to differentiate your message? Obviously any life science company has to make claims and convey benefits. What can you say? Well, you can say all of the above things – you just can’t say them in that way.
Let’s take the the first and perhaps the most simple example on that list – “faster”. “Product X is faster” in and of itself means nothing. It gives no indication as to how fast something is. To use it effectively, we need to at least put it into perspective. “X is faster than Y”. Getting better, but we still don’t know how much faster. “X is 50% faster than Y”. 50%? That’s far more impressive. Why didn’t we say that the first time? Let’s keep going… We’ve put things in perspective but I still don’t know how fast X is, at least not in absolute terms. “Product X performs this function in just 1 hour, half the time that it takes using product Y”. Now we’re starting to get fairly compelling. The prospective customer would have a good grasp on how fast the product is and knows how much it outperforms the competition in that regard. Because of this, assuming speed is in fact important to the target market, they’ll be much more likely to take action than if you simply said “Product X is faster”.
Through differentiation of your marketing message, you’ll be able to more clearly and effectively convey the value your products have to offer. The end result will be more leads and more sales.