Sample Service

Before you can convey a message, you need the audience’s attention.

If I can pick one thing that is the most likely to lose the attention of your audience, it’s trying to convey something by using pages and pages of text. We don’t mean to undervalue the importance of great copy, but there’s only so much any given person wants to read before they get bored. And let’s face it, some of the points you’ll likely need to make to sell scientific products and services are the kinds of lengthy, technical points that jeopardize your hold on scientists’ attention.

By using visual imagery and graphics to tell stories and convey information, you create novelty. You make your point more engaging and concise. You maintain that hold on customers’ attention.

Scientists’ attention is a big part of what you’re fighting for. Almost the entire point of advertising is to get their attention – what lies behind the advertisement certainly has its own purpose, but the ads themselves are just vehicles to try to grab attention. As marketing by interruption becomes less effective, it’s harder to get the attention of scientists with whom you don’t already have a relationship. Ensure that when you do get their attention, you have a firm grip on it.

Scientists’ attention is in high demand. Grab it.

Scientists are taking control of their buying journeys.

…and that has serious implications for marketers.

Marketing channels are slowly disappearing. Think about it. Look at the historical trends for email deliverability or open rates. Look at the trends for banner advertising clickthrough. Marketing by interruption has led to efforts by customers to tune it out. Spam filters, blacklists, ad blockers – these are all technologies that are getting ever better at their jobs, and there are new technologies constantly being invented and implemented to cut off marketers’ ability to interrupt. Even when messages do get through, scientists are becoming ever-better at ignoring them.

Face it: there will be a day when you can no longer reach customers via bulk email. That day is going to come, whether it be next year or next decade. As it approaches, however, one thing becomes clear: you can either place yourself firmly in the natural path of the scientists’ buying journeys, or slowly fade away into history with out-dated marketing methods.

One of those options isn’t pleasant. Let’s investigate the other.

In a study conducted by BioBM, almost half of scientists said they turn to search engines first when considering a purchase. All the respondents said they use search at some point in their buying journey. We can be sure of one other thing: search isn’t going anywhere for an extremely long time.

By successfully utilizing search marketing, you can ensure that you’re placing yourself within scientists’ buying journeys. By utilizing BioBM, you can be successful at search marketing.

Stop interrupting. Start getting found.

No one is too small to be global.

… but success requires more than reach.

Distribution and marketing have one very important factor in common. There are a lot of partners out there which can help you reach your audience, but winning them over is a different story. Succeeding through distribution isn’t just a matter of building a network that provides excellent geographic coverage. It’s not even a matter of ensuring fit between your company and the distributors you work with. Nor is it just a task of relationship-building. Successful distribution requires far more than any one of those things, and more than all of them put together. It’s an additional link in the value chain that also adds significant complexity and often requires careful management to provide benefit to all stakeholders.

If you’re starting from scratch, BioBM will help you identify and recruit distributors which provide you with the highest chances of success. We will find and screen candidate partners to maximize your potential for long-term success.

Looking to improve the performance of your current channel partners? Improving the value your distribution network provides requires more than just replacing underperforming distributors. Your distribution network is too important for a trial-and-error approach. Sure, we’ll help you replace distributors when necessary, but we’ll also implement practices that will turn more of your distribution partners into star performers.

Ensure your distribution partners don’t just help you reach your target audience, but help you win your customers. Start winning.

Don’t tell your message… Show it.

Having powerful messaging is critical to successful marketing communications, but the way in which that message is provided is of great importance as well. There are simply times when words aren’t enough.

Take your favorite sport, for instance. Think about the excitement of watching it on television – how rich of an experience that is. You can see and hear all the close calls and all the great plays. It’s almost tangible, right there in front of you. Now imagine for a minute we remove the television – no video, no audio – and replace it with nothing but a written play-by-play. How much of a disappointment would that be?

This same principle applies to your marketing.

In an ideal world, you would be able to have your scientist-customers experience your product effortlessly and at a moment’s notice. They would be able to understand the value it adds to their research instantly and first-hand. Reality, however, dictates otherwise. We must look to the best solution that still fits within reality – and the best solution certainly involves more than just words on a page.

The best communications, however, don’t just highlight a company or product. They convey a compelling message. They tell a story that resonates with the audience. But to resonate with the audience, you need to know the audience.

BioBM melds the technical elements of video with a deep knowledge of your scientist-customers in order to provide the rich experiences that influence purchasing behavior. Any agency can shine a spotlight on your company, but we use our understanding of the customers’ viewpoint in order to make that spotlight reflect best on your company and your products.

The spotlight is ready for you. Take it.

The right words are the couriers of inspiration.

We live in an age of media. New ways to tell stories are invented every day. Despite all our technological and social advancements, one thing that has been true for untold millennia will still remain true for as long as we can fathom: the overwhelming majority of human communication revolves around language.

This is no accident. Spoken and written language remains the most versatile and one of the most expressive forms of communication. A picture may be worth a thousand words, as many claim, but the right words can tell stories in ways pictures cannot hope to.

The right words pull you in and captivate you. They inform, but they also arouse. They are the couriers of inspiration, motivating people into action.

Words have brought people together. They have fueled revolutions. They have healed the hearts of the suffering. In the hands of the right craftsman, words are immensely powerful. They should not be undervalued.

This kind of power is what companies seek. Want your your customers to act? You need to inspire them. Want to transform your market? You need to start your own revolution.

Innumerous forms of media can be used to communicate with your audience. But good luck inspiring without words.

Influence begins with inspiration. Start inspiring.

Giving is often the best way to receive.

Providing value to your customers is of great importance. Everyone knows this. However, attempting to do so through only provision of purchased products and services is one-dimensional and limiting. In order to build value through your products, scientists have to buy from you. But until you’ve provided value to them, you don’t have a rapport with them. See the catch-22 here?

An effective content marketing program removes that conundrum. It provides value to your customers while demonstrating relevant knowledge and expertise, building trust and brand value for your company.

But it’s not that simple.

As marketers’ usage of content marketing has surged in the life sciences, we’ve seen a very predictable trend: it’s become less effective. Customers are swarmed with efforts to grab their attention with low-value, shallow, banal content. Given their inherently limited time, they can only be the “customer” of so much content. As with anything, if you have increasing demands for a limited resource the cost goes up.

That’s where BioBM comes in. We don’t stop at “best practices,” and we go beyond simple content. We proactively identify new, unique ways of creating value for your audience then design superior customer experiences around those value opportunities. These customer-centric resources compel your audience to interact with your brand in a highly positive way, giving your company the influence and reputation you need to turn purchasing decisions in your favor.

Provide meaningful value to your customers, and they’ll provide value to you. It’s a virtuous cycle. Start yours.

The real battle is for your audience’s attention.

Let’s get real with each other – there is far too much marketing noise out there. Content marketing pieces, email blasts, advertisements, videos, etc. – life science marketers continue to produce them, seemingly without limitation. What is strictly limited, however, is your audience’s attention.

There are only so many minutes in the day. Effective communications must first successfully fight for those minutes, then deliver a message that resonates. The power to captivate is what will bring you a greater share of attention, and you can only win the customers who are paying attention to you.

BioBM is here to help you win – at every step. We understand and utilize the powers of captivating communications to secure your audience’s attention, then utilize all the necessary forms of media to create and deliver the messages that guide them through their buying journey; to both educate them and persuade them. We ensure that you win market share through winning and maintaining another important share: share of attention.

The days of marketing by interruption are fading away. The days of marketing by captivation have arrived. These days can be yours. Seize them.

Our communications areas of expertise include:

You can only improve what you understand.

It’s an unfortunate trend that marketers have become obsessed with measuring. Everything these days is measured, often with numerous parameters and many times with multiple tools. The result is data.

When using analytics your goal can not simply be the production of relevant data. Your goal needs to be an improved understanding of your marketing. Too few marketers have their analytics deliver understanding.

The result is that they become overwhelmed by data. It stagnates them. Without knowing how to handle all of it, they revert to focusing on single metrics that don’t tell the whole story. If you’ve ever found yourself asking things like: “How many visitors did we get?” or “How many people downloaded our paper?” then you’re likely a victim of data. Other symptoms include not being able to clearly understand cause and effect and not having a good grasp on ROI.

While your aspirations to improve your marketing are in the right place, without genuine understanding you won’t know what you need to do. You can only improve what you understand.

BioBM provides that understanding. We don’t do so by seeking to tame massive stockpiles of data. We don’t do so by pushing any particular solution (we actually don’t participate in 3rd party affiliate or partner programs at all). We do so by balancing your needs for understanding with both your budget and your bandwidth for information. We do so by ensuring that we’re not producing more information than necessary nor more information than your company can digest. We do so by knowing your business and your customers well enough to provide not just compiled and formatted data, but distilled understanding.

What do you seek to understand? Illuminate it.

It’s never too early to build an audience.

Pick a brand of something you commonly use – a household appliance, perhaps. It doesn’t even have to be your favorite brand, but just a brand you’re familiar with. Now imagine you’re shopping for that kind of appliance and see the familiar brand next to an unknown one. All else being equal, you’re probably not going to go out on a limb and choose the new guy.

This is why audience-building is so important. It creates a group of potential customers who you can repeatedly expose to your brand, building familiarity and trust with them over time, and providing them with positive experiences that create brand value. This trust and value translates into a greater likelihood of your products and services being chosen when it becomes time to make a purchasing decision. It engages and influences potential customers before they have a recognized need, building advantages which translate into value once a relevant need is recognized.

Audiences aren’t built overnight. By blending social media and content strategy, BioBM builds audiences while delivering value to them in a manner that reflects value back onto your brand. It’s that creation of mutual value for everyone that unlocks the magic of social media.

Start building your audience.