Comments for The Linus Group http://www.thelinusgroup.com Premier Marketing Firm Creating Demand for Life Science Products Tue, 17 Jan 2012 17:22:10 +0000 hourly 1 http://wordpress.org/?v=3.3.1 Comment on Shaping Effective Web Content—Translating the WebContent 2011 Conference for Life Science Marketers by Web Content Strategy for life science marketing - Details | The Linus Group http://www.thelinusgroup.com/life-science-marketing-content1/comment-page-1/#comment-2745 Web Content Strategy for life science marketing - Details | The Linus Group Tue, 17 Jan 2012 17:22:10 +0000 http://www.thelinusgroup.com/?p=2915#comment-2745 [...] our writings, we have already covered the importance of having the 10,000 foot view of your core content strategy–how content will support your audience needs and your business objectives–but we live or die on [...] [...] our writings, we have already covered the importance of having the 10,000 foot view of your core content strategy–how content will support your audience needs and your business objectives–but we live or die on [...]

]]> Comment on Going Beyond Demographics: The Personality types of Scientists by Theral Timpson http://www.thelinusgroup.com/going-beyond-demographics-the-personality-types-of-scientists/comment-page-2/#comment-2732 Theral Timpson Sat, 14 Jan 2012 01:16:36 +0000 http://lukefretwell.com/linusreport/?p=232#comment-2732 Do you have a list of questions to discover personality types? Let's see, let me rephrase that question. Which questions reveal personality types? Have you played around with different questions that help identify types? In what order should one ask questions of a potential customer? Awesome article! I know just what you're talking about. Care to send over a few of your questions for identifying customers? Do you have a list of questions to discover personality types? Let’s see, let me rephrase that question.
Which questions reveal personality types?
Have you played around with different questions that help identify types?
In what order should one ask questions of a potential customer?
Awesome article! I know just what you’re talking about. Care to send over a few of your questions for identifying customers?

]]> Comment on Where Life Science Marketing is Headed: Results from the 2011 Quantitative Study of the Dynamics of Science Marketing by Erik von Stedingk http://www.thelinusgroup.com/where-life-science-marketing-is-headed/comment-page-1/#comment-2652 Erik von Stedingk Wed, 14 Dec 2011 13:56:39 +0000 http://www.thelinusgroup.com/?p=3005#comment-2652 Hi Hamid Regarding the fig3/4 issue: that is more or less what I thought. So you had "other than trade shows" in the main question but this was not read properly? Shame. What was the second-most "other" for the Consultatives and what's the percentage? Does it go down to the same figures as in figure 3? One might consider removing the trade-show-answers from the dataset... :-) Regarding segmentation, I do agree. However you write "department or function", the latter being the most probable in a small company. Here segmentation can get quite muddled. An important aspect in my opinion is that a proper segmentation of functions is necessary, even if held by a single person (!), in order to be able to quantify and evaluate different marketing efforts. Best Erik Hi Hamid
Regarding the fig3/4 issue: that is more or less what I thought. So you had “other than trade shows” in the main question but this was not read properly? Shame. What was the second-most “other” for the Consultatives and what’s the percentage? Does it go down to the same figures as in figure 3? One might consider removing the trade-show-answers from the dataset… :-)

Regarding segmentation, I do agree. However you write “department or function”, the latter being the most probable in a small company. Here segmentation can get quite muddled. An important aspect in my opinion is that a proper segmentation of functions is necessary, even if held by a single person (!), in order to be able to quantify and evaluate different marketing efforts.
Best
Erik

]]> Comment on Where Life Science Marketing is Headed: Results from the 2011 Quantitative Study of the Dynamics of Science Marketing by Erik von Stedingk http://www.thelinusgroup.com/where-life-science-marketing-is-headed/comment-page-1/#comment-2653 Erik von Stedingk Wed, 14 Dec 2011 13:56:39 +0000 http://www.thelinusgroup.com/?p=3005#comment-2653 Hi Hamid Regarding the fig3/4 issue: that is more or less what I thought. So you had "other than trade shows" in the main question but this was not read properly? Shame. What was the second-most "other" for the Consultatives and what's the percentage? Does it go down to the same figures as in figure 3? One might consider removing the trade-show-answers from the dataset... :-) Regarding segmentation, I do agree. However you write "department or function", the latter being the most probable in a small company. Here segmentation can get quite muddled. An important aspect in my opinion is that a proper segmentation of functions is necessary, even if held by a single person (!), in order to be able to quantify and evaluate different marketing efforts. Best Erik Hi Hamid
Regarding the fig3/4 issue: that is more or less what I thought. So you had “other than trade shows” in the main question but this was not read properly? Shame. What was the second-most “other” for the Consultatives and what’s the percentage? Does it go down to the same figures as in figure 3? One might consider removing the trade-show-answers from the dataset… :-)

Regarding segmentation, I do agree. However you write “department or function”, the latter being the most probable in a small company. Here segmentation can get quite muddled. An important aspect in my opinion is that a proper segmentation of functions is necessary, even if held by a single person (!), in order to be able to quantify and evaluate different marketing efforts.
Best
Erik

]]> Comment on Where Life Science Marketing is Headed: Results from the 2011 Quantitative Study of the Dynamics of Science Marketing by Hamid Ghanadan http://www.thelinusgroup.com/where-life-science-marketing-is-headed/comment-page-1/#comment-2646 Hamid Ghanadan Mon, 12 Dec 2011 01:41:41 +0000 http://www.thelinusgroup.com/?p=3005#comment-2646 Hi Erik- Great questions! First, the discrepancy between figures 3 and 4 are is due to the fact that figure 3 illustrates the response to people choosing all of the lead generation activities in which they routinely engage (checking all applicable answers without ranking), while figure 4 illustrates the respondents' opinion for the single most effective channel for lead generation. In figure 4, you also see that 'other' is chosen quite often. We asked an open-ended follow-up question to those participants who chose 'other' and most of them indicated 'trade-shows' as being the single most effective lead generation channel. We had purposefully stated "Other than trade-shows" because we wanted to remove the signal-to-noise effects of trade-shows as being the dominant response. Regarding your comment about small companies having less segmentation of the responsibility within their workforce, I agree with you. However is a prior question, we had segmented the companies who claim to not have any market-segment development activities. Small companies in particular should focus their talents by very clearly delineating roles, responsibilities, decision rights and expectations, don't you think? Hi Erik-

Great questions! First, the discrepancy between figures 3 and 4 are is due to the fact that figure 3 illustrates the response to people choosing all of the lead generation activities in which they routinely engage (checking all applicable answers without ranking), while figure 4 illustrates the respondents’ opinion for the single most effective channel for lead generation. In figure 4, you also see that ‘other’ is chosen quite often. We asked an open-ended follow-up question to those participants who chose ‘other’ and most of them indicated ‘trade-shows’ as being the single most effective lead generation channel. We had purposefully stated “Other than trade-shows” because we wanted to remove the signal-to-noise effects of trade-shows as being the dominant response.

Regarding your comment about small companies having less segmentation of the responsibility within their workforce, I agree with you. However is a prior question, we had segmented the companies who claim to not have any market-segment development activities. Small companies in particular should focus their talents by very clearly delineating roles, responsibilities, decision rights and expectations, don’t you think?

]]> Comment on Where Life Science Marketing is Headed: Results from the 2011 Quantitative Study of the Dynamics of Science Marketing by Erik von Stedingk http://www.thelinusgroup.com/where-life-science-marketing-is-headed/comment-page-1/#comment-2628 Erik von Stedingk Wed, 07 Dec 2011 11:55:54 +0000 http://www.thelinusgroup.com/?p=3005#comment-2628 Hello Hamid. Thank you for a very interesting report. One question though: how do you account for the differences in response, especially for "other" and "print direct mail", between figures 3 and 4? Is it that figure 3 shows what is actually most used and figure 4 what is deemed most effective? I had a thought also regarding your remark that 68% claimed that "responsibilities between product marketing and industry market were not clearly defined". 52% of your respondents are classified as small companies; I would expect that small companies don't segment their work-force responsibilities that much. If Biotech Inc has 40 employees, sales and marketing could be 10 people or less. That they should better define and divide up the roles among them is another matter. ;-) Cheers Erik Hello Hamid.
Thank you for a very interesting report. One question though: how do you account for the differences in response, especially for “other” and “print direct mail”, between figures 3 and 4? Is it that figure 3 shows what is actually most used and figure 4 what is deemed most effective? I had a thought also regarding your remark that 68% claimed that “responsibilities between product marketing and industry market were not clearly defined”. 52% of your respondents are classified as small companies; I would expect that small companies don’t segment their work-force responsibilities that much. If Biotech Inc has 40 employees, sales and marketing could be 10 people or less. That they should better define and divide up the roles among them is another matter. ;-)
Cheers
Erik

]]> Comment on Where Life Science Marketing is Headed: Results from the 2011 Quantitative Study of the Dynamics of Science Marketing by Hamid Ghanadan http://www.thelinusgroup.com/where-life-science-marketing-is-headed/comment-page-1/#comment-2600 Hamid Ghanadan Wed, 30 Nov 2011 18:11:25 +0000 http://www.thelinusgroup.com/?p=3005#comment-2600 You make an excellent point, Frank. There are definitely nuances to think about regarding the different types of products and services. However, we have seen patterns that cross both, and are more due to the inherent nature of how scientists make decisions and view information. You make an excellent point, Frank. There are definitely nuances to think about regarding the different types of products and services. However, we have seen patterns that cross both, and are more due to the inherent nature of how scientists make decisions and view information.

]]> Comment on Where Life Science Marketing is Headed: Results from the 2011 Quantitative Study of the Dynamics of Science Marketing by frank moffatt http://www.thelinusgroup.com/where-life-science-marketing-is-headed/comment-page-1/#comment-2599 frank moffatt Wed, 30 Nov 2011 17:10:53 +0000 http://www.thelinusgroup.com/?p=3005#comment-2599 Hi Hamid, Do you regard the messages as generic for the whole industry? I mean are they equally applicable to product and services or are there some differences? regards Frank Hi Hamid,

Do you regard the messages as generic for the whole industry? I mean are they equally applicable to product and services or are there some differences?

regards
Frank

]]> Comment on Where Life Science Marketing is Headed: Results from the 2011 Quantitative Study of the Dynamics of Science Marketing by The Ideal Number of Touches in a Demand Generation Campaign | The Linus Group http://www.thelinusgroup.com/where-life-science-marketing-is-headed/comment-page-1/#comment-2597 The Ideal Number of Touches in a Demand Generation Campaign | The Linus Group Tue, 29 Nov 2011 14:51:17 +0000 http://www.thelinusgroup.com/?p=3005#comment-2597 [...] the biggest challenge that life science marketers face is generation of content, according to our survey of life science marketing trends in July, 2011.  But generating compelling content for scientists is far from impossible.  Consider the notion [...] [...] the biggest challenge that life science marketers face is generation of content, according to our survey of life science marketing trends in July, 2011.  But generating compelling content for scientists is far from impossible.  Consider the notion [...]

]]> Comment on Where Life Science Marketing is Headed: Results from the 2011 Quantitative Study of the Dynamics of Science Marketing by Hamid Ghanadan http://www.thelinusgroup.com/where-life-science-marketing-is-headed/comment-page-1/#comment-2557 Hamid Ghanadan Mon, 31 Oct 2011 01:05:27 +0000 http://www.thelinusgroup.com/?p=3005#comment-2557 Paddy - Thank you for your feedback. Regarding content strategy, our next issue of Linus Report (due out this month) is going to provide the foundation for a content-based marketing strategy for science. Also, we suggest reviewing the two pre-recorded Webinars in our "Events" section that discuss how to develop content-rich campaigns for social media (The first webinar) and for integrated campaigns (The second webinar). Let us know if you want more information and resources and we're happy to help. Paddy – Thank you for your feedback. Regarding content strategy, our next issue of Linus Report (due out this month) is going to provide the foundation for a content-based marketing strategy for science. Also, we suggest reviewing the two pre-recorded Webinars in our “Events” section that discuss how to develop content-rich campaigns for social media (The first webinar) and for integrated campaigns (The second webinar). Let us know if you want more information and resources and we’re happy to help.

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