BioBM's Life Science Marketing Blog
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Captivating Your Audience
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.
Maximizing the Value of Content
Creating quality content takes a good deal of effort. When marketers endeavor to create marketing content, it is generally created for a particular purpose. That's usually out of necessity – marketers identify a need for content then design the content to fill that specific need. There's nothing wrong with that.
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.
Content Is Not Enough
Very few things are immune to the law of diminishing returns. Content marketing is certainly not one of them. As content marketing has surged in the life sciences over the past few years, we've seen a very predictable trend: it's become less effective.
Branding vs. Demand Gen
When considering where to advertise, marketers frequently – and rightfully – consider how targeted / relevant the audience is. However, marketers often fail to consider the commercial intent (or " intent to purchase ") of the target audience within that channel.
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.
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.
Start Building an Audience
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.
Why Remarketing Is Critical
It's part of my job to be very familiar with the life science tools sector. The need for familiarity commonly drives me to the websites of a number of different manufacturers – this has been especially true recently.
Distributor Selection
Having worked with a large number of manufacturers, it seems that there's almost as many different processes to grow distribution networks as there are companies looking for distribution. However, there does seem to be one method that's all too frequent: find a distributor that's "good enough" and run with it.
New Paper on Decision Engines
BioBM Consulting has published a new paper which outlines the current problems facing scientists when attempting to make a purchasing decision, the negative impacts this is having on scientists, and how decision engines can be leveraged to create transformational change within life science markets.
Optimize Your 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.
Nexus Distributor Discovery Service
Boston, Massachusetts, USA, January 22, 2013 – BioBM Consulting has announced the launch of BioBM Nexus, a fast, low-cost, self-serve distributor discovery service allowing manufacturers of life science tools to find relevant, targeted distributors in their geographic markets of interest.
Preferences for Content
We talk so much about content on a conceptual level that I thought it might be helpful to offer some more practical advice. Luckily for me, there's a lot of knowledge out there to work with. In this post, we'll look at two studies that surveyed B2B buyers on their preferences for content.
Can the Shallow Content
We're big advocates of content marketing, and we're glad to see that content marketing is rapidly being adopted by life science companies.
Case: Content at a Small CRO
It feels like every week I see or learn something that reinforces just how valuable content is to life science companies. For instance, I was recently discussing some sales dilemmas with the founder of a young, small CRO. Let's call him Greg. Greg's CRO performs a well-differentiated and valuable research service.
Small Steps
It's enticing to try to close every prospect at the first opportunity. You can certainly rationalize doing so – you're just trying to make the most of every opportunity, ASAP. Attempting to do so, however, can drive away your customers by forcing them to choose before they are ready to buy.
Leads 101: Part 3
This post is the last in a three-part series. For the first post on lead generation, click here. For the second post on responding to leads, click here.
Leads 101: Part 2
This post is the second in a three-part series. Last week we discussed lead generation, and you can find that post here: https://biobm. com/2013/11/leads-101-part-1.
LifeSciPR Relaunched
Boston, Massachusetts, USA, November 25, 2013 – The Association of Commercial Professionals – Life Sciences and BioBM Consulting have jointly announced the launch of LifeSciPR, a press release distribution service specifically for contract research organizations and suppliers of life science tools.
Leads 101: Part 1
Everyone wants more sales. Everyone wants more demand. Sales can't come from nowhere and demand has to be realized somehow, and the way we marketers help generate sales and realize demand is, largely, through generating leads.
Validate Your Messages!
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.
Easily Improving Retention
Nothing is better for customer retention than great products. As marketers, however, the quality of the product is at least somewhat out of our control. The easiest tactic that the marketer has to improve retention is, ironically, one of the ones that can most easily turn customers off: email.
Customer-Centric Content
Content marketing is no longer a novel tactic among life science tools and services companies. Truly effective content strategies, however, are still rare. Many life science marketers approach content marketing too superficially, with an "if I write it, they will come" mentality.
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