Looking to better generate demand for your life science products and services? Here’s where we compile all of our content and tools to help you do just that.

Report: Scientific Conferences Survey Report

This report, based on the results of a survey of over 50 life science commercial professionals, sheds light on a number of key questions surrounding conferences. Considering the massive costs and increasing ability to digitally and inexpensively reach a hyper-targeted audience, are conferences really still worth it? Are we over-investing in them at the expense of higher-ROI opportunities? How does spending on conferences compare to the revenues generated from them? What differentiates high-performing exhibitors from others?

Some of the results are shockingly clear and many provide valuable insights. This is a must-read for anyone who exhibits at scientific conferences.
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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.
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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.

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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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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Blog Posts

  • Google Ads Auto-Applied Recommendations Are Terrible

    Unfortunately, Google has attempted to make them ubiquitous. Google Ads has been rapidly expanding their use of auto-applied recommendations recently, to the point where it briefly became my least favorite thing until I turned almost all auto-apply recommendations off for all the Google Ads accounts which we manage. Google Ads has a long history of thinking it’s smarter than...

    13th Jun 23 | continue reading

  • Why People Are Loyal … to ANYTHING

    I was reading the MarketingCharts newsletter today and saw a headline: “What Brings Website Visitors Back for More?” The data was based on a survey of 1000 people, and they found the top 4 reasons were, in order: 1) They find it valuable 2) It’s easy to use 3) There is no better alternative for the function it serves...

    14th Oct 16 | continue reading

  • 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

  • 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

  • Remove Steps With Content

    While we strongly advocate that many content marketers in the life sciences shift from a content paradigm to a resource paradigm, there are still ample roles for more traditional content to play. This is especially true in demand generation endeavors when content is being leveraged to fulfill a specific role in a buying journey. When using content to move...

    14th May 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 GuzmĂĄn of Laboratorios Conda, who stated: “ when I have clicked on a what I have experienced is a...

    15th Apr 15 | continue reading

  • Avoiding Skepticism

    The scientific buying journey is fraught with skepticism. From the buyer’s perspective, this is a requirement of a good buying journey. The buyer must decide what to believe and what not to believe, determine what is meaningful and what is not, and refine their understanding of their own needs all while being blasted with marketing messages from companies that...

    19th Feb 15 | continue reading

  • Guide to Win / Loss Analysis

    As we discussed last week, there are only two fundamental reasons why someone won’t buy from you. Either you are talking to the wrong person, or the prospective customer doesn’t trust you. Unfortunately for commercial professionals, the reasons why someone could lack sufficient trust in you to purchase are myriad. Doubly unfortunately, those reasons often go undiscovered. Many organizations...

    11th Dec 14 | continue reading