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.
There are three very common web-development mistakes that most marketers (and sadly, many web-development firms) make. These mistakes almost always lead to substantial last minute changes that cause delays, cost overruns and unnecessary frustration. In this post, I discuss the three mistakes and how to easily avoid them.
I was honored to be the headline speaker at the ALDA (Analytical, Life Science and Diagnostics Association) 2013 Sales and Marketing Executives’ meeting in Cambridge, MA on February 26th. With over 60 people in attendance (a record, according to the conference organizers), there was a lively, high quality discussion. In this post, I provide you my take-away points from all the speakers and sessions.
I'm honored to be speaking at the ALDA (Analytical, Life Science and Diagnostics Association) Sales and Marketing Executivies meeting this coming February 26th in Boston. This year's conference theme is centered around trends in marketing, with a special focus on technology. Read my abstract.
In a recent talk to a group of science marketers, I was faced with a very difficult question. Here is how I answered it.
Due to the vast bombardment of advertising through evermore communications channels, audiences are more selective when engaging in demand generation activities online. Research suggests that audiences make a judgment about whether to engage on a site in as little as 50 milliseconds, or approximately half of the time it takes for one blink of an eye1. Design of a digital environment is just as important as content in influencing audiences to act. This post presents three tips that can improve design and thus lead generation efforts.
Viral marketing sounds great on paper—free delivery of your message to a wide number of people. But it’s surprisingly difficult to achieve. Why do some videos, images, or stories go viral?
In the last post, I chronicled my recent participation as a panelist in Science Magazine’s global webcast about branding in the life sciences. We had a very interesting live discussion around the Brand-vs-Product Marketing paradox, which led to additional questions being submitted by viewers. Below is an excerpt from the follow-up questions that I received, and my responses.
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.
In a recent conversation with author Ali Pervez, I was surprised by his provocative question. He asked "There are only two reasons why someone doesn't buy from you. Do you know what they are?" I could think of many reasons, not just two. When he told me the answer, I realized that all of the reasons I was listing in my head were neatly summed up by the two reasons that he provided. I also realized that most of the efforts in marketing should focus on removing these two reasons why people don't buy from you. Do you know what the two reasons are?
The first book in the business literature focused exclusively on marketing within the scientific industry, Persuading Scientists sets a new standard for managers of any experience level to develop marketing strategies that align with way scientists make purchase decisions.
Buy the book
