Brand value can be thought of as the resulting sum of all the experiences which customers and other stakeholders have had with your brand. If you want that intangible advantage which makes incumbents seem so irrationally difficult to dethrone, you need to make sure you’re providing top-notch customer experiences. Here’s your starting point to developing those experiences.

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: 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 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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Blog Posts

  • 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

  • Lessons from Scientific Publishing’s Fight to Survive

    First it was open access, then pure and simple pirating (Sci-Hub), and now preprints, as this recent New York Times article outlines. The business model of the major scientific publishers is under attack. This probably doesn’t come as a surprise to many of us. For one, it’s been a slow and steady process occurring over the course of many...

    5th Apr 16 | continue reading

  • Is Publishing the Holy Grail of Content Marketing?

    There’s a lot of noise coming from some fairly reputable sources extolling the virtues of publishing as the next generation of content marketing (I’m sure you’ll be very familiar with this if you follow the Content Marketing Institute at all). For instance, let’s take a look at a recent article from the Harvard Business Review website – “Content Is...

    3rd Nov 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

  • 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

  • Prepare for the Contact

    A lot of focus goes into optimizing marketing activities. That focus is important and very helpful in numerous ways, but all the A/B testing and conversion optimization in the world gets flushed down the drain as soon as a customer actually contacts your company. Not nearly as much effort goes into improving customer contacts. Perhaps this is because person-to-person...

    2nd Apr 14 | continue reading

  • Experiences Over Awareness

    Take a look around – at the marketing efforts of your company, your competitors, and others in similar life science markets. I’m sure you’ll still find a lot of marketing efforts centered on building awareness. Quite frankly, efforts to simply build awareness are a waste of your audience’s attention. Awareness only imparts one very basic form of knowledge: the...

    26th Mar 14 | continue reading

  • Customer-Centric Websites

    Many life science companies have problems converting website traffic to qualified leads. There are two common causes for this; either the quality of your traffic is poor (in other words, you’re attracting an audience that is either irrelevant or has no need and no intent to make a purchase) or your marketing is poor. With regards to the issue...

    5th Apr 13 | continue reading

  • Let The Scientists Decide

    A common failure in life science marketing is being too pushy. Marketers frequently try to force scientists into accepting their viewpoints by making bold claims and attempting to force marketing content upon them. This approach, however, misjudges the audience. Scientists are taught to be skeptical and to arrive at their own conclusions. When companies are selling scientific products to...

    30th May 12 | continue reading