Linus Report is the most widely-read publication that focuses on critical marketing issues of the life science, biotechnology and diagnostics industries.

CurrentPost_ContentCentricMarketing_image

Content-Centric Marketing for Science – Part 1: Understanding the Way Scientists Make Decisions

By ,  December 21st, 2011

Most life science marketing activities are wasted because they prematurely try to persuade their audiences rather than first engaging them. But engaging scientists is far from easy, given their finely honed sense of skepticism and their strong tendency to filter out biased information. To develop more effective campaigns, marketers must first understand the psychological landscape of how scientists make decisions, and then to develop the most appropriate types of content to engage scientists, rather than deter them. In this first of a two-part Linus Report series, I introduce a model for how scientists consume information and then map this model to the archetypal scientific buying journey. This information will serve as the precursor for the second part in this series in the next issue, where I will offer the principles of Content-Centric Marketing for science and an actionable guide for the content types that make marketing campaigns up to 10 times more effective.

Read more »

Results from life science marketing survey

Where Life Science Marketing is Headed: Results from the 2011 Quantitative Study of the Dynamics of Science Marketing

By ,  July 18th, 2011

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.

Read more »

CurrentPost_LinkedIn_image

Sizing Up Social Media: An Investigation of Scientific Community Dynamics on LinkedIn

By ,  April 19th, 2011

Social media enables marketers to monitor, instigate, participate in and measure audience engagement. LinkedIn, the professional networking site, hosts an array of scientific discussion Groups, offering tremendous potential for life science marketers to capture engaged audiences. Before developing a strategy, life science marketing professionals need to optimize their audience selection strategy when targeting these Groups as…

Read more »

Volume 1, 2011

thumb-01

Social Media in Science Marketing: Fad or Function? – Dispelling Four Myths and Capitalizing on Three Opportunities

By ,  February 10th, 2011

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…

Read more »

Decision-Making and the Selling Process: A Psychographic Approach

By ,  November 15th, 2010

The recent book The 5 Paths to Persuasion: The Art of Selling Your Message offers a compelling argument that people make decisions in five different ways. Sales and marketing personnel can collaborate to deliver sales communications to match the decision-making styles of prospective customers. This paper reviews the five types of decision-makers, and suggests ways to present to each decision-maker type.

Read more »

Innovation as a Brand Attribute

By ,  September 15th, 2010

Innovation is a crucial part of most life science companies’ success. Management often uses the claim of innovation as a message in marketing and advertising campaigns for products, however, this practice can promote mixed results at best and may have long-term negative consequences for a company’s brand. This issue of Linus Report discusses the importance of situating innovation as a brand attribute and provides a framework for employing innovation within marketing messages.

Read more »

Going Beyond Demographics: The Personality types of Scientists

By ,  August 10th, 2010

Many psychologists, sales trainers, marketers, and self-help professionals attempt to organize people into broad behavioral categories. This categorization is starting to be used in the life science market. Understanding behavioral tendencies of target audiences provides insight into targeting and optimizing marketing strategies and communications messages. In this paper, we review and analyze the results of a recent survey conducted by Bioinformatics, LLC that shed light on the behavioral tendencies of life scientists by categorizing them into different personality types. Further, we discuss the usefulness of personality categorization in relation to the marketing and communications activities of life science companies.

Read more »

Beyond Speeds and Feeds: The Impact of Emotion in Product and Brand Marketing

By ,  August 1st, 2009

Business-to-business advertisement often takes the form of a direct, information-based appeal to reason that relies heavily on functional criteria, such as product descriptions and specifications, data, and other descriptive content. Nowhere is this more apparent than in the typical advertisement for technical and scientific products and services. While “speeds and feeds” are undoubtedly important to this audience, a significant opportunity exists for those companies willing to explore other communication approaches. In this issue, we discuss ways to make the advertising of scientific products more effective by situating the role of emotion in the brand preferences and buying patterns of the customers.

Read more »

Creating the Foundation for a Speedy Recovery: Marketing in a Downturn

By ,  May 1st, 2009

While marketing budgets typically shrink during a recession, there are non-cash assets that marketers can leverage to generate business and create the foundation of a more expedient recovery when that day arrives. In this issue of Linus Report, we suggest several activities that marketers can engage in immediately for thriving under a leaner marketing organization, simultaneously generating short-term business while not losing sight of the long-view. We suggest auditing internal assets, making adjustments to the company’s brand strategy, experimenting with new ideas, and having a plan in place early enough to capitalize on the recovery.

Read more »

ion of Annual Revenue of Respondent CompDISTRIBUTION OF ANNUAL REVENUE OF RESPONDENT COMPANIES

Optimizing the Marketing Mix: A Survey of Marketing and Communications Programs within the Science Industry

By ,  January 1st, 2009

The 2009 calendar year has brought with it a new world economy. How are managers and executives in scientific industries adjusting the funding of their marketing and communications programs? We conducted an online survey of over 100 industry marketing personnel between September and November of 2008, when the majority of the industry was planning marketing programs and media for the upcoming year. The survey quantifies the distribution of budgets across different channels within the marketing mix, as well as managers’ intentions for allocating budgets in the coming year. The findings suggest several trends and opportunities for marketers, which we discuss in this issue of Linus Report.

Read more »

« Prev