Branding Strategy
The Surprising Twist in Advertising Science
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.
Who do you need: a Leader or a Lemming?
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?
Answers to Viewer Questions from Life Science Branding Webinar
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.
The Brand-vs-Product Marketing Paradox in the Life Sciences
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.
There are Only Two Reasons Why People do not Buy Fom You
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 Power of Brands—and the Failure of Marketing Messages—to Persuade
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…
Marketing Antibodies: Lessons In Life Science Marketing
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.
Marketing is Not Lying.
The Chrysler Superbowl television advertisement stirred up a ferver of activity on Twitter minutes after it aired. There are three reasons why it is so effective.
Marketing to the World's Most Skeptical Audience
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