Who do you need: a Leader or a Lemming?
- August 14th, 2012
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?
Pia Abola
Mobile Content—Is it for the Life Sciences?
- September 8th, 2011
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…).
Shaping Effective Web Content—Translating the WebContent 2011 Conference for Life Science Marketers
- July 29th, 2011
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.
Persuading Scientists:
Marketing to the World's Most Skeptical Audience
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