Content-Centric Marketing for Science – Part 1: Understanding the Way Scientists Make Decisions
Most life science marketing activities are wasted because they prematurely try to persuade their audiences rather than first engaging them. But engaging scientists is far from easy, given their finely honed sense of skepticism and their strong tendency to filter out biased information. To develop more effective campaigns, marketers must first understand the psychological landscape of how scientists make decisions, and then to develop the most appropriate types of content to engage scientists, rather than deter them. In this first of a two-part Linus Report series, I introduce a model for how scientists consume information and then map this model to the archetypal scientific buying journey. This information will serve as the precursor for the second part in this series in the next issue, where I will offer the principles of Content-Centric Marketing for science and an actionable guide for the content types that make marketing campaigns up to 10 times more effective.
Webinar on How to Develop Effective Campaign Plans for Life Science Marketers
With the 2012 planning season upon us, Life science marketers are looking for information on the latest trends in marketing for the industry. In this webinar, Hamid Ghanadan will share the results of The Linus Group’s recent Survey of Life Science Marketing Dynamics, where over 100 marketers have provided insights on what’s working and what’s missing in the life sciences. He will provide a set of best practices for developing effective campaigns.
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