Digital is the new real life. Everything is moving into the digital realm. Your marketing must as well. Mastery of digital marketing is no longer an option but a requirement, and this resource will start you on your path to digital domination.

Targeted Life Science Advertising Platforms

Being able to target the right audience is absolutely critical. If you’re too broad, you’re ROI can suffer massively. If you miss some of your audience, you end up missing out on potential revenue.

There’s not a lot of platforms out there which allow YOU to define your scientific audience (as opposed to offering a predefined audience) but these platforms do, and if you’re marketing to specific life science niches, then you better know about them.
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Report: How Decision Engines Will Reshape the Life Science Buying Journey

Let’s face it: scientists’ buying journeys look nothing like they used to. Scientists are taking ownership of more and more of the process and relying less on person-to-person interaction with vendors. A good digital presence can help mitigate some of the deleterious effects of this, but it takes more than that to truly excel. After all, you don’t want to simply adapt to the new normal – you want to use it to build strategic advantage.

The tool you need to use to do so? Decision Engines.

Decision engines aren’t a commonly used tool in life science digital marketing, but while you may not be familiar with them, your competitors likely don’t have a good grasp on them yet either. This report will teach you what a decision engine is and how to use them to influence and occupy more of scientists’ buying journeys.
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Report: Superior Experiences – How Small Life Science Companies Can Out-Compete Large, Established Competition

Entrenched competition can be dug out. Beyond developing superior products, which is largely outside the scope of the marketer, there is one area where newcomers have a potentially sizable advantage over larger, established competition: customer experience. Through the provision of superior customer experiences, market entrants can build brand value at a superior rate to established companies, skewing the odds in their favor by realizing higher rates of customer acquisition and retention.

The magic question is: how? We answer that in this report. If you’re a small company, this is your starter kit for leveraging CX to develop brand advantage. If you’re an established incumbent, consider it advance warning of how your position might be getting undermined. Either way, it’s a must-read.
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Report: Life Science Marketing on a Low Budget

Maybe you’re bootstrapping a life science startup. Maybe your department is facing lean times but you still need to launch a new product. Whatever the situation is, Life Science Marketing on a Low Budget showcases the minimum viable marketing for most products or services to get off the ground and start generating demand and revenues. As you might expect, it relies very heavily on digital marketing.

This isn’t a long-term strategy. This is a stopgap measure to allow you to launch on a shoestring and start making money so you can take the next steps towards success.
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Blog Posts

  • Are You Providing Self-Service Journeys?

    Customers are owning more of their own decisions. We’ve all heard the data on how customers are delaying contact with salespeople and owning more of their own decision journeys. Recent research from Forrester predicts that the share of B2B sales, by dollar value, conducted via e-commerce will increase by about a third from 2015 to 2020: from 9.3% to...

    28th Jul 16 | continue reading
  • Carlton Hoyt Discusses Decision Engines on Life Science Marketing Radio

    Principal Consultant Carlton Hoyt recently sat down with Chris Conner for the Life Science Marketing Radio podcast to talk about decision engines, how they are transforming purchasing decisions, and what the implications are for life science marketers. The recording and transcript are below. Transcript CHRIS: Hello and welcome back. Thank you so much for joining us again today. Today...

    15th Jun 16 | continue reading
  • Personalization Can Backfire

    Marketers are used to seeing a lot of data showing that improving personalization leads to improved demand generation. The more you tailor your message to the customer, the more relevant that message will be and the more likely the customer will choose your solution. Sounds reasonable, right? In most cases personalization is great, but what those aforementioned studies and...

    7th Mar 16 | continue reading
  • Increasing Customer Affinity

    Affinity has a transformational value on brands. Google, Facebook, Apple and Amazon have all moved beyond having a simple transactional relationship with their customers to one that creates intimacy and serves their needs in a more holistic manner. These companies are generous, they are unselfish, and their approach is well beyond one of asking for the next sale. Whereas...

    5th Jan 16 | continue reading
  • The End Is Not Nigh (now let’s get serious…)

    People love to decry the end of marketing. It’s a good attention-getter. While those who shout about the coming of the end of marketing from their soapboxes are usually guilty of lacking realism or using poor logic, they do make us think about the future and that can be a learning experience. Let’s take an example… Knowledge @ Wharton...

    15th Dec 15 | continue reading
  • Remarketing by the Numbers

    We recently cited some newly released findings from the Boston Consulting Group (BCG) stating that “display retargeting from paid search ads can deliver a 40 percent reduction in CPA.” It was met with some hesitation from Mariano Guzmán of Laboratorios Conda, who stated: “ when I have clicked on a what I have experienced is a...

    15th Apr 15 | continue reading
  • Winning the Battle for Attention

    The most precious and limited resource that life science marketers and salespeople must fight for is undoubtedly money. Everyone is trying to get a piece of those often set-in-stone lab budgets. However, before that battle is an equally important one; one involving a resource that is almost as scarce and becoming scarcer. That battle is for the attention of...

    24th Nov 14 | continue reading
  • The New Permission-Based Marketing

    I want to take you on a trip into the future of life science marketing, not because I’m some kind of prophet (I didn’t come up with these ideas, nor did anyone in our industry) but because if the predictions of many marketing futurists come true, and if trends continue, the future will catch you by surprise and it...

    2nd Oct 14 | continue reading
  • Personalized Experiences

    The image below is of a Target which is near me. It shows what you would see if you just walked in the exterior doors of the Target. Can you think of any problem with this? You could walk in that Target looking for a sweater, I could be looking for toothpaste, and someone else could be looking for...

    18th Jul 14 | continue reading
  • The Power of Expectations

    For most of you reading this, your company will have a LinkedIn profile. It doesn’t require much – upload your logo, post some basic company info, and copy-paste a paragraph or two from the “about” page of your website and you’re just about set. We looked at 408 life science tools and services companies and found that 69 did...

    30th Apr 14 | continue reading