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.
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.
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.
This post is an appendix to Linus Report Volume 1, 2011, titled “Social Media in Science Marketing: Fad or Function?” The appendix provides a list of 128 social media websites that are relevant to science marketers. The list, in PDF format, organizes the sites into different categories, provides URLs and relative unique visitor traffic for each site.
For a qualitative research project, we asked 50 scientists 5 questions. The answers we received shocked us: A deeply emotional display of why they became scientists, what excites them, and what they want from the companies with whom they work. Watch this video. See the passion in their eyes. Their genuine dedication to their field of study. This is the side of scientists that you need to appeal to in order to persuade them.
Twitter is gaining rapid popularity among science companies, and with the resulting explosion of information, scientists will most likely become overwhelmed and disengage. Smart companies need to develop a strategy to employ Twitter more effectively. This post offers two recommendations to consider when engaging with Twitter.
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.
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.