In today’s world of information overload and attention scarcity, it’s no wonder that traditional outbound campaigns to market scientific offerings don’t provide results. To be compelling and pass through the filters of scientists, we need to evolve our practices to go beyond the traditional ‘creative’ value propositions. We need to position our offerings as provocative stances in the market.
As a panelist in a global web-cast live discussion about branding in the life sciences hosted by Science Magazine, I discussed a dynamic that exists in many life science organizations that results in significantly reducing marketing’s overall effectiveness. I named this dynamic the Brand-vs-Product Marketing paradox. A very interesting live discussion ensued.
Value propositions should be experienced. In the content-centric marketing model, the three classes of content that facilitate the scientist’s own buying journey are also intended to influence them to adopt the company’s way of thinking. This requires translating the value proposition into an engineered experience for audiences.
In this issue of Linus Report, we leverage the principles of content-centric marketing and describe the planning needed to build robust marketing campaign strategies.
The antibody business is nothing shy of difficult. How do successful companies market their antibody product offerings? In a conversation with Matt Landry, Vice President of Marketing and Sales at Aviva Systems Biology, we asked him to provide us with some lessons that he has learned during his career in marketing antibodies. This post is an excerpt from our interview.
Where Life Science Marketing is Headed: Results from the 2011 Quantitative Study of the Dynamics of Science Marketing
There has never been a time of more rapid change in the scientific industry, signaling the need for more sophisticated marketing practices. How are life science marketers evolving their strategies and tactical mix during these times? We recently conducted a quantitative study of over 100 science marketers in order to understand their priorities and their budget expenditure, as well as their attitudes towards current topics such as demand generation, brand awareness and social media. In this report, we present the results and synthesize our findings.
Twitter is gaining rapid popularity among science companies, and with the resulting explosion of information, scientists will most likely become overwhelmed and disengage. Smart companies need to develop a strategy to employ Twitter more effectively. This post offers two recommendations to consider when engaging with Twitter.
Social Media in Science Marketing: Fad or Function? – Dispelling Four Myths and Capitalizing on Three Opportunities
While the consumer world has seen an explosion of social media adoption over the past five years, these same tools have been slower to be embraced by the scientific community, making social media a nascent priority in most marketing plans. However, many early attempts to incorporate social media into scientific marketing campaigns have been undermined by four common misperceptions about social media itself. While the opportunity to leverage social media for scientific marketing is on the rise as scientists embrace these channels, marketers must address these new channels according to their own new rules. This issue of the Linus Report dispels these common misperceptions, and offers a realistic set of guidelines for what scientific marketers should expect when it comes to social media in the next year.