A structure can only be as strong as its foundation, and when that structure is your company, you want to ensure that the foundation is built as carefully and skillfully as possible. Consider this your crash course on building foundations in the life sciences.

Report: Marketing Strategy for Life Science Start-Ups

This report provides practical, do-it-yourself guidance that will help small life science tools and services companies better develop and implement marketing strategies. Rather than being comprehensive it focuses on areas that are most commonly problematic for small companies, such as positioning, building a brand, and the role distributors should play. Consider these points when forming your strategy and you’ll be off to a good start.

It’s a foundation for your foundation.
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Report: Superior Experiences – How Small Life Science Companies Can Out-Compete Large, Established Competition

How do you dig out entrenched competition? Beyond developing superior products, which is largely outside the scope of the marketer, there is one big gun in any challenger’s arsenal: customer experience. Through the provision of superior customer experiences, market entrants can skew the odds in their favor by realizing higher rates of customer acquisition and retention.

If you’re a small company, this is your starter kit for leveraging CX to develop brand advantage. If you’re a large company, consider it advance warning of how your brand might be getting undermined. Either way, it’s a must-read.
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Report: Redefining the Life Science Buying Cycle

Life science marketing is traditionally geared towards pitching solutions or features and benefits to scientists. News flash: the fast majority of life scientists – even within your target market – don’t care. The old, tired feature / benefit pitch is ineffective to a vast amount of the target market. A lot of this can be traced to how life science marketers have traditionally viewed the buying cycle.

Redefining the life science buying cycle has become a necessity to stay competitive, relevant, and capture both the attention and business of your target audience. This report presents an amended view of the life science buying cycle that is more holistic and discusses marketing tactics that will leverage this new vision of the life science buying cycle to more effectively communicate with more of your target market, help build a stronger brand, and achieve long-term revenue growth.
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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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Blog Posts

  • 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

  • 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

  • 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

  • If You Don’t Own Your Channels, You Don’t Own Your Audience

    A very telling thing happened in October. YouTube, in preparation to release it’s paid subscription service, Red, told its top content creators that “any ‘partner’ creator who earns a cut of ad revenue but doesn’t agree to sign its revenue share deal for its new YouTube Red $9.99 ad-free subscription will have their videos hidden from public view on...

    7th Dec 15 | 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

  • Stop Thinking About Content

    Content marketers in the life sciences have reached a critical point. The traditional paradigm of content marketing is becoming ineffective. Content marketers have endeavored to create, publish, share, and then repeat this cycle to the point where there is far too much noise. It is becoming ever more difficult to win the battle for attention. Quite simply, content marketing...

    4th Jun 15 | continue reading