BioBM's Life Science Marketing Blog
Browse by topic
Showing 121–144 of 255
Simplify Your Message
Last week, I discussed the importance of positioning statements in crafting and delivering marketing messages. Today I'll discuss a similar topic: making your life science marketing more effective by keeping your marketing messages simple. First, let me explain what I mean by "simple".
Positioning Statements
Over the 2+ years that BioBM has now been in business, we've had the pleasure of working with a wonderful diversity of life science tools companies and contract research organizations.
RSS Feeds & Publicity
Let's face it: all companies love free publicity. However, many life science tools companies, especially small companies, don't take full advantage of industry press. It's certainly not for lack of news.
Product-Unrelated Value
At BioBM, we often advocate that companies find ways to create what we call "product-unrelated value" (we first discussed it publicly in a blog post last month). Note that when we say product-unrelated, we don't mean "has nothing to do with your product" but rather "is not intrinsically linked to your product".
Amazon Supply’s Positioning
Amazon Supply has been making some waves in the laboratory products market since they got into what they refer to as "Lab & Scientific Products".
User Testing & Conversion
I did a small study earlier this week to compare prices across six major US life science distributors (you can read about it here). Because of that, I had occasion to go through those companies' websites and look for products.
Ads are Not Enough
Many of you reading this may be familiar with BioBM, but for those who are not: the best one or two phrase description of what we do would be " marketing for small life science tools companies ". That being the case, we run into a lot of problems that are more common to smaller companies or start ups.
Know What You Outsource
Something that we do here at BioBM is help clients strategically outsource; to improve and expand their capabilities and / or to help reduce costs. We're not politicians and outsourcing isn't a dirty word here.
Adapt to Your Customers
It's no secret that traditional approaches to life science marketing are becoming less effective. Customer behavior is changing, and returns on advertising dollars are being hit hard. A recent Harvard Business Review article reaffirmed this point, stating: … buyers are no longer paying much attention.
New White Paper from BioBM
BioBM Consulting has released a new white paper: “10 Key Questions 5 Powerful Rules for Life Science Marketers when Building an Online Community.” A critical read for any life science marketer that is considering the use of online communities for marketing purposes.
Forget the Sunk Costs
Companies resist change for many reasons: corporate culture, inter-departmental differences, vested interests, and many more. Yet one of the most common resistances to change, be it in marketing, product development, operations, or other areas, is one of the least justifiable: sunk costs.
Don’t Focus on the Brand?
Brian Millar of Sense Worldwide wrote an interesting article for Fast Company Design arguing that talking a lot about branding isn't actually helping companies. It got a lot of criticism, so he then wrote a follow up.
End of Solution Sales
In our Marketing of Life Science Tools and Services group on LinkedIn, we recently discussed an article in the Harvard Business Review on " The End of Solution Sales."
Marketing & The Cost of Sales
Efficient life science sales operations require that opportunities are handed from marketing to sales at the correct point in the buying cycle.
Strategy Before Action
At BioBM, we interact with a lot of start-ups. Most often these start-ups consist of a team of scientists and / or engineers, sometimes with little to no start-up experience on the team. Marketing experience is often lacking entirely.
Distributors: Not for Marketing
Many life science tools manufacturers, especially smaller companies, have a tendency to push a lot of marketing responsibility on to their distributors.
Creating Balance in Marketing
Life science marketing requires a degree of balance between two opposing factors: information (content) and simplicity. On one hand, life science marketers want the scientist-customer to be able to access all of the information that they may need or want in order to make a purchasing decision.
State of LS Tools Survey Results
In mid-April, we discussed how despite the presence large amounts of negativity in the life science tools market, things actually appeared to be getting better.
Let The Scientists Decide
A common failure in life science marketing is being too pushy. Marketers frequently try to force scientists into accepting their viewpoints by making bold claims and attempting to force marketing content upon them. This approach, however, misjudges the audience.
Don’t Fail Because of Scale
We see it again and again, and it's often the fault of investors. A promising technology, a talented team, and what would otherwise be a great young company fail.
Making Decisions Simple
This is the second part in a two-part post on the importance of simplicity to the decision to purchase. For the first post, which explains why simplicity is important, see Make Purchasing Decisions Simple.
Make Purchasing Decisions Simple
Researchers from the Corporate Executive Board analyzed results from multiple surveys that totaled over 7,000 consumers, as well as interview with hundreds of marketing experts and executives, trying to figure out what makes a product "stick".
BioBM Publishes New Paper
BioBM Consulting has released a new paper, entitled "Redefining the Life Science Buying Cycle: A novel paradigm enabling life science tools companies to communicate with their entire target market in order to build a strong brand."
BioBM Relocates to Boston, MA
BioBM Consulting has completed the move of all of its operations from it's previous Kingston, New York location to Boston, Massachusetts. BioBM's physical and mailing addresses are now 9 Weyanoke St. , Boston, MA, 02124.
Get the latest Life Science Marketing Insights directly in your inbox
Occasional articles, reports, and practical ideas from BioBM — no spam, unsubscribe anytime. We’ll email a confirmation link before you’re added to the list.