Building effective life science and biotechnology marketing programs requires a deep understanding of the buying psychology of scientists.
In this post, I share the three behaviors that I believe is pertinent to life science websites. Look to see if these actions are happening on your website. They may signal an opportunity to optimize the user experience of how scientists and technical buyers interact with your content.
Most of us spend lots of time rolling out the welcome mat on our website’s homepages, making the best possible first impression through visual and informational design, filling it to the brim with content that reflects our brand essence and point of view. This level of attention needs to be reflected across all pages of a website. While homepages are the official front door to a company’s online experience, it is important to remember that 1) it is not the user’s final destination and 2) it is not the only way that users will find the content they are seeking on a company website. Every web page needs to be optimized to welcome, engage, and deliver exactly what users are looking for.
Developing core content strategy is critical to success of any campaign. But we live or die on our ability to execute. A large part of being able to successfully follow through on your content strategy has to do with planning. It is equally important to define all of the meta-details that go along with execution of the content strategy. This post is aimed to provide you with several ideas for organizing your content and inevitably aid in executing a lasting and successful content strategy.
Many marketers ask how many touches should ideally be deployed in a demand generation campaign to maximize results. This question can be answered in considering two variables, both of which are within the control of marketers.
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…
In my last post, I wrote about the problems marketers and communicators run into when they can’t be sure if their audience is consuming content on a 30-inch or 3-inch screen. In this post I want to focus on the 3-inch screen and mobile content, specifically on how much effort life science marketers should spend developing mobile content (of course, because I’m a scientist, the answer is not going to be a simple yes or no but rather, that depends…).
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.
People are accessing electronic content (email, webpages, etc.) via an increasing variety of platforms and in a number of different contexts. To be effective, marketers need to deliver clear messages and content that fit screen sizes from mobile devices to desktops, and are relevant to customers sitting at their desks as well as on the go. Here we discuss the basics of effective content strategy and introduce an extension to mobile devices in the context of the life sciences industry.
Life Science marketers are very focused on generating demand. True demand generation is not mere lead generation. True opportunity exists in building loyalty amongst a company’s existing customer base, and loyalty is built by delivering an emotionally positive customer experience.
Most life science companies are putting tremendous focus on demand generation. With all of the investment in technology and formalizing practices around demand generation, most companies are surprisingly ignoring the single most important variable in long-term success of demand generation.
