It’s the new Real Life.

If you’re selling to scientists (or even better – if you’ve been one), you’ve almost certainly heard someone say the following:

“Who reads physical journals anymore?”

The funny thing is that one day people will stop saying that, because physical journals will likely cease to exist. That’s fine – chances are you don’t rely on print ads all that much anymore, but think about all the things you do rely on that are going digital.

Look at the numbers for conference attendance. As a whole, conferences are shrinking. Conversely, digital conferences are exploding. Those face-to-face opportunities you have? They won’t be around forever.

At the same time, numerous studies have shown that consumers are taking charge of their purchasing decisions, pushing back and decreasing their interactions with sales. If you can’t successfully educate, persuade, and engage with them on their terms, on the platforms of their choosing, using the medium that they want, your likelihood of winning is seriously diminished.

What’s the takeaway? Simple. Everything is digital now.

Your website must be both the hub and the keystone of your marketing. You must be engaging with the users where they’re looking (hint: they all look online). And you must understand and effectively use the digital tools that are available to you to more effectively deliver content, keep customers engaged, personalize, and a host of other things that are critical to stay on top of your competition.

Digital isn’t just digital anymore. It’s the new real life. So how good is your digital marketing game?

Hone it.

Our digital marketing areas of expertise include:

Don’t make a splash. Start a movement.

Product launches often have a lot in common with firework shows. They make a big splash, they get a lot of attention, and they make some people smile … but then everyone goes home and goes about their lives as if it never happened. Most people don’t think about the firework show even few days later, and within a matter of weeks it’s lost to history. That is not a satisfactory outcome for your product launch.

More often than not, however, that is the outcome. People set goals for big splashes and track their “success” with vanity metrics. That’s not how we do things. We’re not here to create splashes. We’re here to start movements.

A truly successful product launch isn’t a firework show. It is a revolution. It’s something that creates lasting change in your marketplace; change that shapes how people think and act. It has an impact that ripples across your market. It is the start of a movement that isn’t content to fade away into the night but instead gets stronger and larger with time.

… Is it time to start your movement?

Understanding is the foundation of great marketing.

Planning next year’s product development. Deciding what geographies to expand distribution to. Crafting marketing messages. Deciding what new applications to target. All of these are things that are all too often left to guesswork and gut instinct, but they are all things that are most effective when rooted in data. The quality of your data will directly affect the quality of your decision-making. To obtain the best quality data, look to the people that have the most focused industry experience.

BioBM conducts market research only within the life science tools and services sector. In other words, we only do market research for companies providing products and services to life scientists. No therapeutics, no diagnostics, no medical devices, and not even the slightest chance of any “nutraceuticals”. This exclusive focus means we know your market better than most (or all) other agencies, enabling us to provide superior data and analysis because we know what questions to ask. We better understand your needs, your markets and your customers, and better understanding is the whole point.

Take the first step towards enlightenment.

There are only two reasons why someone won’t buy from you.

When you distill down to the most fundamental reasons why you could lose a sale, there are only two reasons why someone won’t buy from you:

1. They don’t trust you.
2. You’re talking to the wrong person.

Positioning is all about ensuring that #2 doesn’t happen. In that sense, it’s half the battle.

Successful positioning requires a lot of understanding and knowledge. You need to know your competition, your potential customers, and of course your product or service. Only when you know all three things and combine them with an understanding of marketing fundamentals will you be able to clearly identify those customers that present real opportunity – those who will find unique value in your offerings – while excluding those which would be a wasted effort.

BioBM combines all of that necessary knowledge and skills. We have in-house PhDs in various life science disciplines who can understand your products, your services, and the needs of your customers. We have extensive experience in the life science tools and services market – it’s all we’ve ever focused on – so we understand your customers and the competitive landscape. Just as importantly, we have the marketing skill set and experience to apply that knowledge to define and carve out the position which provides your company with the greatest opportunity for success.

You need to cut your market like a knife. Be sure to use the sharpest blade around. Contact BioBM and carve out your market.

Know where you’re going before you leave the garage.

Knowing how to get there helps, too.

Your company’s fate is simply too important to be left to chance. To be able to effectively influence it’s path, however, you need to know where you’re going and what it’s going to take to get there. You need both a destination and the tools and guidance to arrive expeditiously and safely.

That is, in essence, the nature of strategy and planning.

The path that lies ahead of you is riddled with unknowns, but the right strategy ensures you can adapt and overcome in order to get to your destination. It guides you through adversity and allows you to stay true to your mission and values while continually progressing towards success.

Finding and elaborating the right strategy is often difficult, but it is a process equal in importance to execution. This is why strategy is never undervalued at BioBM. We strive to ensure that the path your company chooses is the best route to its destination. Our existing knowledge – a laser-focused knowledge of the life science market – gives us a better understanding of the territory through which you must navigate. While every company’s journey will be different, having BioBM as your guide will provide you with the tools and knowledge to maximize your chances of success.

Ready to start your journey to success? Let us guide you.

A structure can only be as strong as its foundation.

When that structure is your company, you want to ensure that the foundation is built with care, by craftsmen who are knowledgeable and experienced. It needs to be solid and sturdy in order to support everything that goes on top of it.

That’s what your strategy is. It’s the base that supports all of your commercial operations. It provides the assurance that your company can grow and prosper and be secure. A good strategic foundation keeps you pointed in the right direction – the direction that points towards success.

BioBM’s marketing craftsmen are here to do just that. Let’s get you pointed towards success.

Our strategic marketing areas of expertise include: