Tag : communications

Personalization Can Backfire

Carlton Hoyt 4:26 pm , March 7, 2016

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 all the “10,000-foot view” data misses is that there are a subset of customers for whom personalization doesn’t help. There are times when personalization can actually hurt you.

When Personalization Backfires

Stressing the points which are most important to an individual works great … when that individual has sole responsibility for the purchasing decision. For large or complex purchases, however, that is often not the case. When different individuals involved in a purchasing decision have different priorities and are receiving different messages tailored to their individual needs, personalization can act as a catalyst for divergence within the group, leading different members to reinforce their own needs and prevent consensus-building.

Marketers are poor at addressing the problems in group purchasing. A CEB study of 5000 B2B purchasers found that the likelihood of any purchase being made decreases dramatically as the size of the group making the decision increases; from an 81% likelihood of purchase for an individual, to just 31% for a group of six.

For group purchases, marketers need to focus less on personalization and more on creating consensus.

Building Consensus for Group Purchases

Personalization reinforces each individual’s perspective. In order to more effectively sell to groups, marketers need to reinforce shared perspectives of the problem and the solution. Highlight areas of common agreement. Use common language. Develop learning experiences which are relevant to the entire group and can be shared among them.

Personalization focuses on convincing individuals that your solution is the best. In order to better build consensus, equip individuals with the tools and information they need to provide perspective about the problem to their group. While most marketers spend their time pushing their solution, the CEB found that the sticking point in most groups is agreeing upon the nature of the solution that should be sought. By providing individuals within the groups who may favor your solution with the ability to frame the nature of the problem to others in their group, you’ll help those who have a nascent desire to advocate for you advocates get past this sticking point and guide the group to be receptive of your type of solution. Having helped them clear that critical barrier, you’ll be better positioned for the fight against solely your direct competitors.

Winning a sale requires more than just understanding the individual. We’ve been trained to believe that personalization is universally good, but that doesn’t align with reality. For group decisions, ensure your marketing isn’t reinforcing the individual, but rather building consensus within the group. Only then can you be reliably successful at not only overcoming competing companies, but overcoming the greatest alternative of all: a decision not to purchase anything.

"Looking to improve how you communicate with your market? There are only so many minutes in the day and 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 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."

Captivating Your Audience

Carlton Hoyt 9:49 am , May 15, 2014

Captivating your audience should be priority #1 for high-level marketing communications. Before you get into the details of whatever it is you want to say, you need to make sure that you have the audience’s attention, will maintain it for as long as possible, and that they’re in a mindframe that’s most conducive to a positive outcome. Unfortunately, very few life science brands actually do so.

The most common statement type of introductory statement made is a “what” statement. Companies explain what they, their brands, or their product lines do, then get into how they do these things. That makes for a very drab and uncompelling introductory statement. Instead of initially focusing on what you do, focus on why you’re doing it. (You can find some examples of “what” statements and “why” statements pertaining to brand messaging in a previous post here.) It’s far easier for people to psychologically buy into a reason than it is for them to buy into a thing.

Frame your reason – your “why” – as a statement which the audience can agree with. You want them to think – consciously or otherwise – “I agree with this.” That will start the audience off on a positive note which will make them more receptive to subsequent messages. Presenting a statement which indicates that your goals or values are aligned with those of the audience can be a good method of doing so, but it is certainly not the only method.

For that additional kick which will really make your message powerful, frame your message in a way that can draw sincere emotion from the audience. This can be a difficult task and one that requires considerable creative talent. It’s more of an art than a science, but understanding the underlying motivations of your target audience is an important starting point. You need to frame the message around something that they care about.

Off the top of my head, I can recall one good example within the life sciences – certainly in no small part because it was in the Boston metro stations for a while, but also because it was a genuinely powerful message. It was an Ion Torrent advertisement and it read “Everyone Deserves a Chance to Break Through.” This meets the three criteria explained above. It is a “why” statement; it tells you that Ion Torrent is doing what they’re doing to provide people with the opportunity to make scientific breakthroughs. It prompts agreement; If you agree that everyone does deserve that chance (a fair assumption on Ion’s part) then you can get behind the idea. Lastly, it is emotionally powerful. It might invoke slightly different things for different people, but the underlying idea is one of scientific success – the empowerment to make groundbreaking scientific discoveries. Unfortunately, I don’t think Ion used this much beyond their initial ad campaign. Their current slogan – “Sequencing for All” – doesn’t have the same power to captivate (largely because it lacks that critical third factor – emotion).

By making a compelling “why” statement, making it something the audience can agree with, and making it emotionally powerful, you’ll be able to heighten your audience’s receptiveness to your forthcoming messages, increase their effective attention span, and begin to create brand value right from step one. Use these statements as centerpieces of your high-level marketing communications and watch your marketing effectiveness improve.

"Powerful messaging is a key driver of marketing success yet is also something which any company of any size or scope can implement. We believe that all life science companies have the power to captivate. To help unlock that power, contact BioBM. Our life science marketing communications experts will help you captivate your audience through compelling messaging."

Blog / Branding / Demand Generation / Marketing Communications 9:49 am , May 15, 2014

Start Building an Audience

Carlton Hoyt 9:56 am , March 20, 2014

A lot of companies focus heavily on short-term demand-generation efforts. For small start-ups without venture funding, that is often out of necessity. However, many companies do so even when it is not necessary, and in these cases an overly short-term focus carries an unintentional long-term cost.

As we’ve discussed previously, a buying journey can be thought of as a quest to minimize risk. Scientists want to be certain that your product or service will fill their need. The more certain they are, the more likely they are to purchase. One factor which weighs heavily in the perception of risk is trust. If you have not established trust with your scientist-customer, the customer will be less likely to believe that your product / service will fill the need or, at minimum, will require more convincing. Conversely, if there is an alternative which is provided by a trustworthy source or brand, then this option will be given preference.

Short-term demand generation campaigns largely ignore this reality. This is especially damaging for lesser known brands, or brands with which the customer may have limited interaction. (Note that it is possible to be “well known” but not “well experienced” – in other words, for customers to know who you are without ever having any meaningful brand experiences.)

As an illustrative example, pick your favorite home appliance brand. Imagine there is a new appliance which you don’t currently have but which your favorite brand sells. Given that, how responsive would you be to a brand which you’ve never heard of which also makes that appliance? Unless they have a way of getting in front of you early and repeatedly in your buying journey and present a compelling message, chances are they wouldn’t have much of a chance against your favorite brand – or even just a popular one which you’ve heard of repeatedly.

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. This trust then 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 can be built on almost any platform and through almost any means. An opt-in email list can be an audience. Social media followers or groups can be an audience. However, in order to create value for your company, you need to create value for your audience, and that comes via product-unrelated value (usually content).

Building an audience takes time, and so does creating familiarity and trust within that audience. By starting early, and putting in the effort to create value for your audience, you’ll be building long-term value for your company which will continue to pay you back over time.

"Is your brand trusted and respected? If the answer isn’t a resounding “yes” then there’s work to be done. Contact BioBM and we’ll help craft and implement strategies to build your brand into something meaningful to your target markets. Don’t wait to start building long-term value. Start on the path to a more powerful brand today."

Blog / Branding / Content Marketing / Demand Generation / Social Media 9:56 am , March 20, 2014

Optimize Your Messages

Carlton Hoyt 11:09 am , January 30, 2014

Optimize Your Marketing Messages Think about how much money (not to mention effort) goes into disseminating your marketing messages. Think of all the resources spent on advertising, copywriting, conference exhibitions, social media, printed materials, even search marketing. Life science companies spend huge sums trying to reach their audience but many companies don’t spend nearly enough on making sure their messages are effective. Instead, messaging is often based on personal opinion, anecdote, or simply left to whatever the copywriter puts on paper. The result is that most marketing communication efforts are sub-optimal. In other words, you’re throwing away money on every marketing communication you make or disseminate.

To avoid this, companies need to devote just a small amount of their marketing communications budget into optimizing their messages. There are three primary ways in which this can (and should) be performed.

First, start with the competition. Analyze how your competition is positioning and describing their own products by performing an attribute analysis. Just as your products / services need to be differentiated (unless you’re competing on price) your message needs to effectively convey that differentiation. If you’re describing your products the same way that everyone else is, then your audience is going to have a hard time discerning which product is more valuable to them. However, differentiating the message isn’t enough to discern what message is optimal.

That’s where marketing research comes in.

Many companies think they know what is most important to their customers and why, but it’s easy to be wrong. For instance, say your product enables what was a 5-step procedure to be done in three shorter steps. That obviously has value, but what is most important to the customer? Do they perceive the greatest value in the reduced number of steps, or is it that the whole process is shorter? Is it that they are saving time? Is it that the time saved allows them to do other things and thereby accelerate their research? Perhaps, if you’re selling to a manager or PI, they think less time equals less money and that is what’s most important. As you notice, any one feature or attribute may translate into a large number of perceived benefits. In order for your message to be optimally effective, you need to understand where the customer places that importance. Draw out a “web of benefits” to articulate all the reasonably likely perceptions of value, then query your audience as to which benefits they find most valuable. However, sometimes the feedback received in this kind of marketing research differs from how people actually act in a real-life situation.

That’s where A/B testing comes in.

So now you have a short list of what the most important areas of perceived value are to the audience and which messages are the most differentiated. Overlay those and choose a few messages which reflect your differentiation, are distinct from your competitors, and align with the customers’ perceptions of value. Now test them to see which ones actually work best in practice.

None of these things need to be time consuming or complicated, and they’re certainly a lot less costly than wasting a significant chunk of your communications budget.

Just one last tip – no matter what you do, always avoid facile claims. Reliable, high-quality, and industry-leading have lost their meaning long ago. Stick with meaningful claims that can be expressly validated.

"Are you looking to get more from your marketing? To ensure that your communications are effective, contact BioBM. We’ll work with you to ensure you’re resonating with your audiences and that your communications are generating leads and creating brand value."

Blog / Market Research / Marketing Communications 11:09 am , January 30, 2014

Validate Your Messages!

Carlton Hoyt 2:39 pm , October 21, 2013

I think that this point is obvious to the vast majority of life science marketers who may read this – and you should certainly be well aware if you’ve been following this blog or the Marketing of Life Science Tools & Services Group on LinkedIn – but I’ve seen this problem a few times in the past week so I think it’s worth bringing up: When you make a claim, be sure you validate that claim.

Let’s drill down to the core of this discussion and build from there. What is a claim? According to Merriam-Webster, a claim is “a statement saying that something happened a certain way or will happen a certain way : a statement saying that something is true when some people may say it is not true.” For our purposes, we can view a claim to be any statement that may reasonably be disputed.

Of course, the reason that you are making claims is to convey a viewpoint to another person. The whole purpose of marketing communications is to get an audience to adopt a particular point of view; if they can reasonably dispute that point of view and you do not attempt to preemptively address potential points of dispute, then your marketing communications will be ineffective. The nature of these disputes are myriad; they could be anything from simply questioning a factual point or rejecting an opinion to questioning the neutrality of the source or the basis for the claim itself. Resolving these disputes is where validation comes in.

Funny side note, going back to Merriam-Websters, their example usage of the word validation is: “I’m afraid we cannot act on your claim without validation.”

Validation is where you resolve the disputes that the audience may have with regards to your claims. This can involve provision of additional factual information or data, third party opinions, etc. How we do so is not important here; once you identify how your claims are likely to be disputed then the method of solving those disputes is often obvious. What is important is the recognition that what you are communicating is, in fact, a claim (and therefore may be disputed) and, subsequently, how that claim is likely to be disputed. Once those things are identified, you’re well on your way to improving your marketing messages.

Also, when validating your marketing messages, don’t forget that it’s always better to show than to tell.

"Are your marketing communications getting results for your company? Improving your messages and your message validation can do wonders for conversion. Let BioBM show you just how much better your communications can be. Call us and let’s talk."

Blog / Demand Generation / Marketing Communications 2:39 pm , October 21, 2013

Differentiating Services

Carlton Hoyt 11:53 am , June 13, 2013

Some types of offerings can be especially difficult for life science companies to effectively market. Services, in particular, seem to cause companies problems. Services are intangible. Many services are customized and lack a fixed set of features. Because of this, marketers need to be especially careful or else marketing messages can quickly become uncompelling. While the default differentiators for products are their features, services often cannot be defined in such a way. In the hands of a novice marketer, this often causes the message to devolve into little other than benefit claims. The lack of anything tangible causes many companies to give up message validation almost in its entirety. Messages often revolve around the vague and facile claims of a company being “experienced,” “knowledgeable” or “leading” and its services being “valuable” and “effective,” among other claims which offer no comparative advantage and are largely meaningless to a skeptical audience.

So how does one effectively market a service-based life science business? Like any other offering, it starts with a meaningful differentiation. Since the differentiation won’t lie in anything tangible, we need to look at things such as processes, specialization or people along with more obvious things such as proprietary intellectual property. Attribute analyses can be important in helping to identify positioning opportunities, but there will ultimately be a limited amount of meaningful attributes which the scientist-customers truly care about. The life science marketer must ensure that any value propositions are extensively validated to combat the inherent ambiguity (and therefore increased utility risk) of the intangible service. Every time you make a claim, think about how you could best substantiate that claim, then do it. Standard tools such as case studies and testimonials help as well, but more direct validation techniques should be used when possible and applicable. As always, educational content should be a core component of your marketing. In order to trust you to perform a service for them, the scientist-customer will have to accept that you have the requisite knowledge and experience. Unless your brand is very well known to the customer, you should display your knowledge through educational content.

Service companies often have difficult time differentiating their services and validating their messages, and sub-par demand generation is often a direct result of this. By focusing on differentiators and strong validation of claims to reduce the perceived risk in purchasing the service, life science service companies can greatly improve their rate of lead generation.

"Is your life science service company failing to meet your lead generation expectations or quotas? If so, it may be time to call BioBM. We’re familiar with many of the pitfalls of marketing life science services and have the full-spectrum experience necessary to build your CRO or other service company into a growing, well-respected brand. Contact us today."

Blog / Demand Generation / Marketing Communications 11:53 am , June 13, 2013

Find Positioning Opportunities

Carlton Hoyt 10:18 am , April 19, 2013

Attribute analysis can be used to help identify positioning opportunities Your life science company could have a stellar new product or a unique new service. It could be wonderfully differentiated and offer your customers a unique value. If you fail to effectively communicate that differentiation and value, however, than your marketing is still going to flop.

As we’ve discussed before, life science marketers often resort to facile claims to describe their products, and in most cases that not only leads to messages that are devoid of real meaning but also leads to messages that are not unique or differentiated. Even when meaningful claims are made, competing products / services tend to describe themselves in the same ways, using similar attributes. Your product may be differentiated, but if your messages are largely the same then how can scientists tell that your product is better than the competition? They can’t, which is why it is so important to not only differentiate your product, but convey a unique positioning in your marketing message as well.

One of the best and easiest ways to make sure that your positioning and value claims are unique is to perform an attribute analysis. An attribute analysis is a market research technique that determines how competing products / services are outwardly positioned* by looking at their marketing communications and seeing how they are defined.

To perform an attribute analysis, first list all the competing products or services and collect references which you will use for the attribute analysis. Webpages and pdf brochures are generally the best options in terms of content and accessibility, however product manuals and other more technical documentation may be used, as may marketing materials that are generally less accessible such as webinars or email blasts. Have at least two references for each product whenever possible, although more is better. Secondly, collect all the attributes that are used for each product. Note that attributes should be counted – you want to know how many times each attribute is used rather than simply if it is used. Attributes can include descriptive terms, features and specifications. The list of attributes can easily become larger than is valuable, so basketing similar terms is recommended (for a basic example, “fast” “rapid” and “quickly” could all be basketed under one attribute, and you could assign ranges for specifications such as “read lengths between 200 and 300 base pairs”) as is ignoring unimportant specifications or features (example: for many products, few people may care about weight). Once attributes are counted, you can group them into categories as well. You then have laid out in front of you a numeric map (or a visual map, if you plot the attributes) of the positioning of competing products and services. The data can be analyzed in various ways.

Having performed the attribute analysis, you will be able to see what claims are commonly used and which are uncommonly used. You can combined this with market knowledge of scientist needs to find positioning opportunities; positions that align with customer needs but which are not used by competitors.

*I use the term “outwardly positioned” because many companies do not have their positioning formalized or do not effectively translate their positioning into effective marketing messages. This erroneously leads to different outward and inward positions, where the company believes the product has a certain positioning but the positioning communicated through its marketing is different. You could also call these externally-facing and internally-facing positions.

"Ever felt like you’re having difficulty communicating the true value of your products to your target market? An ineffective positioning could be the root cause. Combining our demonstrated market research expertise and deep industry knowledge with marketing skill and communications acumen, BioBM can help you define a position and communicate value to your audiences in a way that transforms your demand generation. Contact BioBM, ask us any questions you may have, and set yourself on a path to more successful marketing."

Blog / Market Research / Marketing Strategy 10:18 am , April 19, 2013

Think Like The Customer

Carlton Hoyt 10:43 am , January 31, 2013

A little while ago we discussed the importance of adopting the scientist-customer’s perspective in your marketing to create communications that have a customer-centric viewpoint – showing an understanding of their wants and needs and offering a solution – rather than creating product-centric (or service-centric) communications. Having spoken to a number of companies about this point, I see a misunderstanding that commonly arises and it merits further discussion.

When bringing up this topic, the common response from a company’s marketers or executives is “But we already are thinking about our customers and their needs!” Simply thinking about the customer is still not optimal, however. Marketers should consider the needs of the scientists from the perspective of the scientists. You need to think like the customer! When you truly adopt their perspective you will be able to create communications that convey value in a manner that is sync with their own thought processes. In other words, you’ll be able to eliminate the gray area between their needs and your product / service. You will be able to clearly demonstrate value in a way that is meaningful to the customer rather than leaving them to “connect the dots” and try to understand the value proposition on their own. (A beneficial side effect of this approach is the ability to create better user experiences based on understandings of the mindset of the target scientists.)

It should be noted that your ability to adopt the scientists perspective will be limited by your understanding of the customer, so it is critical to speak directly with the customers to get a feel for their opinions and their mindset. Quantitative market research data can help, but speaking with your target market provides many more insights and allows you to better get a feel for scientist sentiment.

By truly understanding life scientists, and adopting their perspective when crafting marketing messages, you can create marketing communications that are more effective from the start.

"Are your communications as effective as they need to be, or would you like to realize more value from your existing marketing efforts? If so, perhaps it’s time for a different approach. BioBM Consulting helps life science tools companies create superior communications to drive lead generation, improve brand value, and capture market share. Contact us to learn more about how we can create results for your company."

Blog / Marketing Communications 10:43 am , January 31, 2013

A Lesson in Communication

Carlton Hoyt 8:35 am , January 24, 2013

One of the most timeless lessons in the art of persuasive communication is about 2350 years old and written by Aristotle. Rhetoric, and particularly the second book of Rhetoric contains fundamentals which every life science marketer with a role in marketing communications should understand and adhere to. In this book, Aristotle discusses what he believes to be the three essential elements of persuasion: ethos, logos, and pathos.

Aristotle takes ethos to comprise wisdom, virtue, and good will, however these can more generally be summed up as credibility. The speaker needs to establish credibility before he can successfully be persuasive. Aristotle’s composition of ethos actually breaks down how marketers can do this quite nicely: we can show our wisdom and have the audience therefore trust in our expertise, and we can show virtue and good will and thereby have the audience believe that we genuinely want to help them and put their best interests first. Life science marketers should aim to do both, although the former is generally an easier sell.

Logos is logic, plain and simple. (Etymologically it’s not so simple – its usage by Aristotle means something more akin to “reasoned discourse” – but that’s not really relevant to this conversation). In order for you to be persuasive, reasons Aristotle, you must think logically and effectively communicate your logic to the audience. Logos is probably the easiest and most direct element for science marketers, however understanding what you need to explain and effectively explaining it are two different beasts. Many still fail at the latter.

Pathos is an appeal to emotion. Aristotle claimed that emotions have specific causes and effects and therefore one can understand how to invoke emotion in the audience and utilize that one can effect how they render their judgments. To be optimally effective, you cannot simply reason with your audience, but you must create an emotional connection that will help drive your desired action. This is often the least straightforward element of persuasion as it pertains to marketing. Many marketers do not even attempt to leverage emotion in their communications, but the most powerful messages almost always inspire emotion.

To create more effective marketing communications, utilize Aristotle’s three elements of persuasion: demonstrate credibility, clearly explain the logic behind your perspective, and appeal to the audience’s emotion. By incorporating all three elements you’ll more effectively persuade your audience to adopt your viewpoint.

"Educating and persuading your audiences requires great communications. To improve the effectiveness of your communications, contact BioBM. We’ll work with you to ensure you’re getting the most impact out of every customer contact."

Blog / Marketing Communications 8:35 am , January 24, 2013

The Pitfall of Facile Claims

Carlton Hoyt 8:39 am , January 8, 2013

Facile attributes are meaningless and largely ineffective, so why do life science marketers cling to them? Previously on this blog, we discussed why a number of commonly-used claims are meaningless (such as “high-quality” “reliable” “improved” and “consistent”) and also how marketers need to validate their marketing messages in order for them to be effective. However, life science marketers continuously cling to these facile attributes and fail to validate their messages. Many marketers who resort to the use of facile attributes want to make compelling, validated claims but fall into that pitfall anyway. In this post, focus on common reasons why facile attributes get used.

Reason 1: Poorly Differentiated Products / Services

It’s hard to make your marketing stand out if your products or services do not. Even if your products could stand out, if you don’t have a defined positioning it can be a difficult an imprecise process to determine what messages and product attributes to highlight. Without such an understanding, marketers often fall to facile claims. If the product really doesn’t have much going for it, this can be the fault of the product rather than the marketer, as vague claims are often the only ones that can be made in such a circumstance. What can be done? If you have not created a positioning statement for your product or service, do so. This will give you a better idea of how your product creates value and will therefore help you elaborate it. If your product really just lacks meaningful differentiation, perhaps it’s time to reevaluate your product line.

Reason 2: Lack of Market Segmentation

Different attributes are often important to different market segments. If your marketing isn’t targeted to distinct groups, or if your product / service tries to be everything to everyone, then marketers often resort to using facile claims as these are the most general and broadly applicable (albeit least effective). What can be done? Cut your market into segments based on application, need, position, etc. – any segmentation that meaningfully effects how they would view your product. Create different marketing messages for each segment. If your product isn’t focused, especially if it is not widely adopted by the market, pick a segment which you can provide superior value to and tailor it to that market first. Use that foothold to expand into ancillary markets.

Reason 3: Marketing Laziness

Sometimes poor marketing is simply the fault of the marketing copywriter. It’s very tempting to fall back to facile attributes. They seem generally appealing (who wouldn’t want a “high quality” product?), do not require much thought, and make the marketer’s job quick and easy. What can be done? Proofread. Look for facile claims and “weasel words”. If you find them, think about how you can be more specific in order to make a more compelling claim.

Reason 4: Lack of Marketing “Ammunition”

It’s difficult to make specific, compelling claims if you don’t have anything to validate your messages with. How can you show that your product yields 40% more protein in 25% less time if you don’t have any data to show for it. How can you reasonably say that you offer the most mouse models of disease of any CRO if you’re not willing or able to discuss the lines? If you’re going to make meaningful, validated claims you need something to validate them with! What can be done? Work with your application scientists, talk to your customers, ask product development to do some testing, or get data any way you can. In addition to hard data, gather testimonials, form case studies, or gather customer feedback however possible. Other types of validation may be optimal depending on the product or service and the situation or claim being made, so determine what “marketing ammunition” you need on a case-by-case basis. In certain situations the gathering of marketing ammunition may seem very difficult, such as when marketing a new service, but rise to the challenge and get creative to validate your messages. If you’re a life science marketer, that’s part of your job.

In order to convey value beyond that of your competitors, your marketing messages need to be differentiated. If you find yourself making non-specific, general claims, figure out the reason why you’re doing so and you’ll be well on your way to fixing the problem and creating compelling, meaningful messages.

"How compelling are your marketing messages? Are they effective at driving conversion or, more generally, moving customers through their purchasing decision? If not, or if you’d like your messages to be more effective, call BioBM. Our expert life science marketing communications team will help you demonstrate value to your audience in order to more efficiently create sales."

Blog / Marketing Communications 8:39 am , January 8, 2013

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