BioBM's Life Science Marketing Blog
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Contact Forms Affect Leads
Contact forms are increasingly being used by life science companies (and web development companies) as a lead collection tool, but despite this very important function companies often don't think through the design of contact forms well.
What sells lab products?
Why do scientists buy any given laboratory products? How do they make their purchasing decisions? That's the magic question that all of us seek to answer. While there is no one answer, and what answers we can attribute are dynamic, there is something that holds true.
Search for Distributors
I was having a conversation about web design and search engine optimization with a life science tools distributor recently, and he asked me how to target a website to a particular region? This got me thinking about search engine optimization (SEO) and search engine marketing (SEM) for distributors.
Serving the Underserved
As in most markets, players in the life science tools industry are always looking to get a squeeze a little more revenue out of their product lines.
Attorneys vs. Business
Last week my father, who is a real estate broker and an attorney, was telling me about a real estate deal that he was working on. The buyer and seller had initially been in relatively good agreement but the seller's attorney continuously advised his client to take an increasingly risk-averse position.
America Invents Act: part 1
On Friday, September 16th, 2011 President Obama signed into law the America Invents Act (hereafter AIA, full text here: pdf of AIA). The AIA has had no shortage of both backers and detractors that have each said that it would be either the panacea or poison for American innovation.
Clinical Trials Guru Interview
Dan Sfera Don Walters from TheClincialTrialsGuru. com recently interviewed BioBM Principal Consultant Carlton Hoyt about a wide range of topics spanning life science marketing and RD funding to his background and what led him to pursue life science business and marketing. You can watch the full interview below.
Slowing Global Economy
You see it on the television, you read it in the newspapers – the global economy is slowing. The IMF has cut GDP estimates for the world as a whole to 4.0%, highlights the threat of renewed recession in the US and EU, has curbed estimates on China slightly.
Search Engine Optimization Tips
A 2011 survey performed by BioBM found that when looking for a new laboratory product, 90% of life scientists will first turn to one of two places.
ROI: Marketing meets Sales
There is often a disconnect in communication and reporting among the marketing and sales / business development teams in life science companies that makes the calculation of ROI less relevant, or just flat out less correct, than it should be.
Technology & Scientific Sales
Technology provides scientific salesmen with great tools. Perhaps the best example of this in recent history, at least in terms of visibility and adoption, are salesmen's use of tablet devices to deliver sales presentations, product information, and other marketing content to prospective customers.
Speaking to Inquisitiveness
Scientists are very analytical people, in general. This is not surprising and is an easy assumption to make, but many novice life science marketers over-interpret this analytical nature. They presume it to mean that life science marketing should be relatively dry and that it should only provide information.
Life Science SMM: Forums
This post is the fifth and final post in a series of primers on various platforms available for life science social media marketing (SMM). The other primers are on Twitter, Facebook, LinkedIn, and YouTube.
Life Science SMM: YouTube
This post is the fourth in a series of primers on various platforms available for life science social media marketing (SMM). The first SMM primer, about the use of Twitter, is available here. The second, on using Facebook for life science SMM, is available here. The third, on LinkedIn, is available here.
Search Engine Marketing Tips
There are many reasons why any life science tools company should be using search engine marketing (SEM), yet many do not. Scientists are frequently on search engines to look for publications, protocols, product info, scientific knowledge, and more.
Life Science SMM: LinkedIn
This post is the third in a series of primers on various platforms available for life science social media marketing (SMM). The first SMM primer, about the use of Twitter, is available here. The second, on using Facebook for life science SMM, is available here.
Life Science SMM: Facebook
This post is the second in a series of primers on various platforms available for life science social media marketing (SMM). The first SMM primer, about the use of Twitter, is available here. Check back for more primers on the use of youtube and other means of life science social media marketing.
Life Science SMM: Twitter
This post is the first in a series of primers on various platforms available for life science social media marketing (SMM). Check back for primers on the use of facebook, youtube, and other means of life science social media marketing.
New Paper from BioBM
BioBM Consulting has released a new white paper entitled: "Life Science Marketing on a Low Budget: How Start-Ups in the Life Science Tools Sector Can Drive Product Awareness, Sales, and Sustainable Growth on a Limited Budget".
MarCom: Leads vs. Branding
Not all forms of life science marketing communications should be presumed to serve the same purpose and looked at in the same manner. Indeed, the audience themselves have a tendency to view various advertising platforms differently, and treat advertising on each platform according to their views of it.
BioBM Launches LifeSciPR
BioBM Consulting, a botique business and marketing consultancy serving life science tools companies, has launched LifeSciPR, a press release site specifically for companies in the life science tools and services sector.
Google+ for SMM: too early?
UPDATE (1/24/12): Google has made changes to its search algorithms that have caused us to change our position on Google+. For more recent information, please see our newer post: Google Wants You to Plus. YES, it is too early to effectively use Google+ for social media marketing.
Scientists: Your Best Marketing
We have previously discussed how word-of-mouth marketing (also known as referrals) is limited in a life science environment because of the segregation of customer populations. That doesn't mean that the opinions of your customer can not or should not be used in marketing.
Avoid Cheap Catch Phrases
I just was on a life science tools company's website (not a clients', and the company will remain anonymous) and this company seemed to describe every one of their products as an "industry standard" in the first sentence. This pains me. Scientists aren't stupid.
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