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.
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?
I have long held the belief that you never want to state your value proposition; you want to demonstrate it. This makes intuitive, almost axiomatic sense. So why do so many life science marketing campaigns sport messages of superiority? Why do so many claims of value fail to persuade scientists? The answer…
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.
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.