Through a partnership with Life Science Marketing Radio, ACP-LS provides a podcast focused on the needs of professionals who market scientific products and services to organizations that perform research, discovery, development, and manufacturing of pharmaceutical, biopharmaceutical, medical device, diagnostic products and therapies.
Interviews with industry leaders and marketing experts provide practical examples to help life science marketers be more successful. Topics range from social media strategies and content marketing to the interface between sales and marketing to how to change an organization through marketing communications.
After 55 episodes of Life Science Marketing Radio, my good friend and colleague, David Shifrin, decided it was time to flip things around and interview me. We talked about the vision for both my consultancy and for the podcast itself. David has noticed some recurring themes in the podcast around career development. I explained why […] The post The Tables Are Turned: An Interview with Chris Conner appeared first on Life Science Marketing Radio.
It can be difficult to engage in a meaningful way with trade show attendees before the event. But now the ability access and integrate data from multiple sources makes it possible to create a relevant experience through social media for at least some of those attendees. This whole conversation started when by chance I bumped into Daniel […] The post How to Use Data and Social Media to Create a More Relevant Trade Show Experience appeared first on Life Science Marketing Radio.
New England BioLabs has been ranked at the top of life science companies for its Customer Experience. How they do that? And how they think about elements of the customer journey as contributing to that experience? About my guest: Andy Bertera is Executive Director of Marketing at New England BioLabs where he is accountable for NEB’s global marketing activities, […] The post How New England BioLabs Owns the Customer Journey appeared first on Life Science Marketing Radio.
A life science startup with a narrow portfolio needs to ensure that its sales team is only pursuing highly qualified leads. With a broader portfolio, you might be able to go after more leads knowing that you could sell something. But with a single product, you can’t afford to waste time talking to people who […] The post REPLAY Case Study: How a Life Science Startup Uses Lead Scoring to Optimize Sales Efforts appeared first on Life Science Marketing Radio.
According to Content Marketing Institute’s Seventh Annual Content Marketing: Benchmarks, Budgets and Trends Survey, 70% of companies are going to create more original content next year, even though only half that number have a documented content strategy. Respondents to my own small survey told me that simplifying content production was their biggest challenge. Defining a strategy came […] The post Content Production Challenges appeared first on Life Science Marketing Radio.
Marc Andreesen said “Software is eating the world.” Software has created markets that were previously unimaginable or impractical. AirBnB is the largest provider of rooms and Uber is the largest taxi service, but neither owns the rooms or the taxis. Will the same thing happen in science? It’s already beginning. There are scientists doing research without […] The post How Will the Sharing Economy Change the Market for Life Science Products? appeared first on Life Science Marketing Radio.
I honestly don’t know why this wouldn’t be top of your list, looking at, you know, in the spirit of not looking at where the puck is, but where the puck’s going, you have such an incredible opportunity to establish and create a business that’s future-proof. – Richard Milne, VP and Global Leader of eBusiness […] The post Heading to Where the Digital Puck is Going in Life Science Marketing appeared first on Life Science Marketing Radio.
David Shifrin of Filament Life Science Communications is helping me by repurposing content I have generated over the last four years on my blog and podcast. I was lamenting to him that I had to reschedule the episode I had planned to record and publish today because the software I use to record Skype calls wasn’t capturing any […] The post Repurposing Content appeared first on Life Science Marketing Radio.
Audio holds unique advantages over other content types. This podcast is taken from a webinar where I discussed those advantages including the ability of audio to create exceptional engagement with your customers. You ll discover what types of audio content fit different parts of your marketing funnel and how easy it can be to produce and repurpose audio into […] The post Why You Should Make Audio a Part of Your Life Science Marketing Mix appeared first on Life Science Marketing Radio.
Earned media (coverage in a 3rd party publication) can be a valuable element in the overall marketing strategy for a life science company. And it may not require the services of a dedicated PR agency if you understand what your target publications are looking for and the right way to approach them. Jennifer Oladipo has covered several […] The post Earned Media in Your Life Science Content Marketing Strategy appeared first on Life Science Marketing Radio.
You can use a survey to find out what fraction of your customers have a certain problem or prefer a particular solution. But if you want to know why they feel that way, you need to do some qualitative research. Qualitative research is both an art and a science. It takes planning and skill to ensure […] The post Using Qualitative Research to Understand Your Life Science Customer appeared first on Life Science Marketing Radio.
The American Chemical Society uses content marketing to attract scientists to their products – journals, which contain more content. How do they do it? How do they persuade scientists to publish in their journals? Of course scientists care about Impact Factor. But that is a feature. ACS goes beyond that to tell a story about the journal […] The post How the ACS Uses Content Marketing to Attract Scientists appeared first on Life Science Marketing Radio.
When you are hiring someone for your life science marketing team, do you want the best talent currently available (looking), or the best talent possible? Because the top performers aren’t always looking to change jobs. To find them, you need to understand what motivates them. And more importantly, you need to show that in a […] The post How to Attract the Best Life Science Marketing Talent appeared first on Life Science Marketing Radio.
Can you recall your company’s mission statement? Does it help you make decisions and guide your marketing efforts? Probably not. David Chapin, chief strategist and CEO at Forma Life Science Marketing argues that an archetype is an essential tool to differentiate your brand AND as a bonus, is more effective at driving internal alignment and […] The post How to Use Archetypes for Differentiation and Internal Alignment appeared first on Life Science Marketing Radio.
This is a replay of an episode from last year. I’ll be back with a new episode and some very interesting guests in two weeks. You have an opportunity. It’s in front of you every day. As a life science marketer, written content is a part of almost everything you do. Brochures, advertisements, presentations, and […] The post REPLAY: Want Your Written Content to Attract More Business? A Copywriter Shares His Process appeared first on Life Science Marketing Radio.
I pulled together these highlights from the last 7 months because they tell a story of how companies are marketing to scientists differently, from the skills they want on a team all they way through to customer satisfaction. If something piques your interest or you missed one of these before, here are the links to […] The post Best of LSMR – Volume 2 – New Approaches for Marketing to Scientists appeared first on Life Science Marketing Radio.
Offering customers a lot of choices is a double edged sword. You almost certainly can provide the solution they are looking for – if the are confident about choosing the right one. If not, they might decide to look somewhere else. How do you help customers overcome decision paralysis and make the buying process easier? […] The post How Decision Engines Change the Life Science Buying Journey appeared first on Life Science Marketing Radio.
How can you get your marketing message in front of a niche audience of scientists? How can you find them early in the buyer’s journey before they even recognize a need? Contextual advertising lets you put (banner) ads in front of prospects when it’s relevant to what they’re doing at the moment. Alex Golubowitsch and […] The post How to Steal Your Prospect s Attention with Contextual Advertising appeared first on Life Science Marketing Radio.
Innovation is an essential element of the life science industry. It can also be important for your career. Adrian Pencak shares examples of how adopting innovations has helped his career and how he applies the same approach to making his company more successful. He started out as a software engineer using the stars to direct […] The post Connecting the Dots Between Innovation and Value appeared first on Life Science Marketing Radio.
Many small contract research organizations (CROs) don’t have a full time marketing person. But they might want one after they listen to this podcast. Olga Torres is the Director of Marketing at Averica Discovery. She started out as a Sales and Marketing Director, spending about 20% of her time doing marketing. That worked out so […] The post Making Customers Comfortable Online While Taking Bold Chances Offline appeared first on Life Science Marketing Radio.
A life science startup with a narrow portfolio needs to ensure that its sales team is only pursuing highly qualified leads. With a broader portfolio, you might be able to go after more leads knowing that you could sell something. But with a single product, you can’t afford to waste time talking to people who […] The post Case Study: How a Life Science Startup Uses Lead Scoring to Optimize Sales Efforts appeared first on Life Science Marketing Radio.
“Lots of good things can happen when you treat a customer right,” says Alan Gerstein. While we’d all like to minimize customer problems, they are a natural part of doing business. You can’t possibly control everything that happens with your product once you ship it. But when a customer comes to you for help, regardless […] The post How to Turn Customer Problems into Opportunities appeared first on Life Science Marketing Radio.
Tom Sellig is the Senior Vice President of Sales at Patheon, a leading contract development and manufacturing organization. We sat down (on Skype) and talked about how networking had played a role in creating opportunities along his career path. (He and I met through networking, as a result of starting this podcast.) Networking isn’t just […] The post How Networking Creates More Career “Shots on Goal” – Tom Sellig appeared first on Life Science Marketing Radio.
Life science customers are evolving faster than we are as marketers. Hrissi Samartzidou is working to fix that. She is VP of Marketing in the Biosciences Division of Thermo Fisher Scientific. She sees the need to bring life science marketing into this new era where customers are interconnected 24/7 and, in this interview, explains how […] The post Hrissi Samartzidou: Accelerating the Evolution of Life Science Marketing appeared first on Life Science Marketing Radio.
Do you need funding to move your life science startup to the next stage? Are you considering venture capital? If so, there are a few things those investors would like you to know before you make your pitch. David Shifrin has surveyed a handful of investors in his community and gathered some valuable insights that […] The post 3 Things Investors Want Life Science Startup Founders to Know appeared first on Life Science Marketing Radio.
How do you establish a brand for a life science startup even before it has a product or customers? I was curious about this process so I talked to Karan Cushman, an expert in the branding of bioscience companies as well as non-profit biomedical research institutions. We talked about: The one essential element that serves […] The post What Life Science Startups Need to Establish Their Brand appeared first on Life Science Marketing Radio.
Joe Whittaker is a marketing specialist at Horizon Discovery, but he’s also the author of his own life science blog, personalizedgenes.com, for which he’s grown an audience of over 14,000 people in the last year. When I scheduled this interview, my intention was to have Joe share his secrets for building a huge following through […] The post Building a Life Science Blog for Professional Development (and 14,000 followers) appeared first on Life Science Marketing Radio.
Are you a looking for a new job in life science marketing? Are you a life science marketing or sales manager seeking to hire someone for your team? What do you need to know about finding the best match? Jeff Protentis is a recruiter as well as a marketing and sales consultant with over 30 […] The post Life Science Talent Market: Tips for Job Seekers and Hiring Managers appeared first on Life Science Marketing Radio.
When a customer does a search on your site, can she quickly narrow down the answers or will she have to sort through hundreds of documents to find the answer she is looking for? The challenge is too much information. Wouldn’t it be better if you could serve custom content to every individual based on […] The post Using Structured Content for a Personalized Customer Experience appeared first on Life Science Marketing Radio.
Theral Timpson figured it out early and created a media channel after reading a book. Then he built a business on it. The book is Six Pixels of Separation: Everyone Is Connected. Connect Your Business to Everyone. And his business is a podcast, Mendelspod, where he connects people and ideas in the life sciences for […] The post What Happens When Everyone Chooses Their Own Media Channels? appeared first on Life Science Marketing Radio.
Storytelling is a word that gets thrown around a lot in marketing circles these days. But from a company perspective, what does that really mean? Why do we tell stories? And, as marketers, why do we care? Joanna Rudnick is an Emmy nominated filmmaker who understands these questions (and the answers), so I thought it […] The post Why Storytelling Matters to Life Science Marketers appeared first on Life Science Marketing Radio.
This episode features highlights from my most popular and favorite episodes of Life Science Marketing Radio from the last year. I include short clips from: How to Change an Organization Through Marketing Communications I Asked a Scientist How MarCom Could Be More Helpful Growing Profits through Professional Development for Life Science Sales and Marketing How […] The post Best of LSMR – Volume 1 appeared first on Life Science Marketing Radio.
Dale Yuzuki started his career as a high school teacher but discovered that the technology of life science was his true passion. Having had a variety of marketing and sales roles in the life sciences, I thought he would have some good advice for marketers who want to advance in their own careers. I was […] The post What Life Science Marketers Can Do to Improve Their Skills appeared first on Life Science Marketing Radio.
Jeremy Schoales has an unusual background for a marketer in life sciences. He came to life science marketing after a career in automotive consumer electronics. In this podcast, he shares what he learned in one world and how he has used that successfully in the other as a market development manager for content marketing at […] The post Creating Online Experiences That Help Customers Engage with Your Brand appeared first on Life Science Marketing Radio.
In this podcast, Marilyn Cox of the Oracle Marketing Cloud shares a case study of how PerkinElmer used marketing automation in conjunction with their events to provide a better customer experience before, during and after an event. PerkinElmer also took advantage of extensive analytics to make decisions about events that weren’t providing the best return […] The post How PerkinElmer Integrates Events with Marketing Automation to Improve ROI appeared first on Life Science Marketing Radio.
Maybe you are already using marketing automation and would like to use it better. Or you are just looking into how it might be helpful to your business and want to know how to get started. Marketing automation isn’t something you just turn on and it works. You need to put some thought into what […] The post What You Absolutely Must Have to Make Marketing Automation Work appeared first on Life Science Marketing Radio.
In the first part of this series, I spoke with Guy Page of Pacific Biomarketing about how life science companies can take advantage of marketing automation to improve the buying experience for their customers and of course, generate more sales. In this second part, Guy walks us step by step through setting up a campaign, […] The post How to Have a Conversation with Customers Using Marketing Automation appeared first on Life Science Marketing Radio.
When you have a life science startup based on a new technology, your marketing might begin with educating customers and investors about the biology behind your product. Static diagrams may not be sufficient and animation can be expensive. So it’s helpful to understand the animation process in order to minimize revisions and keep the cost […] The post How to Educate Investors on the Biology Behind Your Life Science Startup appeared first on Life Science Marketing Radio.
Are you marketing or selling large capital equipment like refrigerators, freezers, fume hoods where the operational expense, in terms of energy consumption, can be significant over the long term? If your product has a lower total cost of ownership (TCO), even if the initial purchase price may be higher than the alternative, what is your […] The post Marketing and Procurement Discuss Purchase Price vs TCO appeared first on Life Science Marketing Radio.
Many life science companies are creating smartphone apps. Most of the those apps provide resources for scientists in the lab with the goal of keeping a brand top of mind or making it easy to find and order products. For an overview, check out the article I published on the ACP-LS blog describing 8 different […] The post Can a Mobile App Provide Data About How Life Science Products Are Used? appeared first on Life Science Marketing Radio.
Social media can be overwhelming. Even if you are just keeping up with friends, right? Understanding how to take advantage of it as part of your life science marketing strategy is an even bigger task. How do you choose the right platforms? What will it take in terms of people and resources? What can you […] The post How to Plan and Build a Winning Social Media Marketing Strategy appeared first on Life Science Marketing Radio.
Imagine you are hosting a lunchtime seminar or workshop at an exclusive conference. Of course you’ll record the session for on demand viewing at a later date. But what if you could stream the event live to a global audience of your customers and prospects? What are the possibilities for increased brand awareness and real […] The post Case Study: Global Live Streaming of a Seminar at an Exclusive Life Science Event appeared first on Life Science Marketing Radio.
Is your life science company blog drawing the loyal audience you were hoping for? Do you want to write remarkable posts that raving fans share with their colleagues? Do you wish you had a proven template to make blogging easier while demonstrating your authority? You are certainly not alone. Most likely, blogging wasn’t part of […] The post How to Create a Remarkable Experience on Your Life Science Company Blog appeared first on Life Science Marketing Radio.
A digital transformation is not simply doing the same things that we’ve always done, except delivering messages digitally. It’s about doing new things that weren’t previously possible. And it’s not just finding ways to use all the new technology at hand, but also to use the capabilities of that technology to actually transform the way […] The post The Right Way to Start Your Digital Transformation appeared first on Life Science Marketing Radio.
Smartphone and mobile apps can be found in everyone’s pocket these days. I recently surveyed a number of life science companies about how they are using smartphone apps for marketing and sales. Among the companies I spoke to, each had a slightly different approach. A summary of that research, including benefits for both providers and […] The post How Zeiss Microscopy Developed a Successful Mobile App for Marketing appeared first on Life Science Marketing Radio.
How do you go about selecting a system? It could be adopting a marketing automation system, a CRM or even a new platform like LinkedIn as part of your marketing. There are a few basics that apply no matter what you are trying to accomplish. In this podcast, I talked to Kenneth Vogt, a successful […] The post How to Select a System for Anything and Be Successful appeared first on Life Science Marketing Radio.
There are few life science marketing tactics that can be considered a “must do”. Remarketing or “behavioral retargeting” may be the exception. In this episode, Carlton Hoyt explains what it is and why you almost certainly should include it as part of your marketing mix. We discuss: How behavioral retargeting works Why including remarketing is […] The post Why Retargeting is a Must Have in Your Marketing Mix appeared first on Life Science Marketing Radio.
Are you neglecting an important part of your marketing funnel? You may be under pressure to to create content that will help close more sales immediately, but there is huge value to investing in content that has a longer lifespan. In this podcast, I talk to Nick Oswald, founder of BitesizeBio about the longer term […] The post Why Marketers Should Be Mentors to Create Long Term Growth appeared first on Life Science Marketing Radio.
I’m always encouraging life science marketers to think about how they can get more people to share the load and contribute content for marketing. Eventually, without some guidance, that leads to another challenge – maintaining a consistent corporate voice. Lack of consistency is damaging to your brand. And if you’re spending money on localization, it […] The post How to Ensure a Consistent Brand Voice Even if You Have Hundreds of People Writing Content appeared first on Life Science Marketing Radio.
You have an opportunity. It’s in front of you every day. As a life science marketer, written content is a part of almost everything you do. Brochures, advertisements, presentations, and video scripts all need to be written well to attract customers and win business. I asked Bob Woodard how a professional copywriter goes about his […] The post Want Your Written Content to Attract More Business? A Copywriter Shares His Process appeared first on Life Science Marketing Radio.
Hamid Ghanadan wrote the book on marketing to scientists. Persuading Scientists: Marketing to the World’s Most Skeptical Audience lays out his vision of content-centric marketing and provides a primer on campaign architecture for our industry. In this interview, we discuss some important aspects of the book, but also the changes he has seen since its […] The post Hamid Ghanadan Talks about Persuading Scientists and Content Marketing appeared first on Life Science Marketing Radio.
Improving your marketing content or tactics isn’t the only way to generate more leads and increase sales. The people on your team are likely to have the biggest impact on your success. Developing their talents is an investment in long term profit growth. I recently spoke to Chuck Drucker, the founder and president of the […] The post Growing Profits through Professional Development for Life Science Sales and Marketing appeared first on Life Science Marketing Radio.
Thinking about creating an infographic? Visual content is more engaging than straight text, and providing helpful information to your audience can be more valuable than an advertisement. I recently interviewed Danny Ashton, the founder and CEO of NeoMam Studios in Manchester, UK to learn about the best ways to use infographics, the process of creating […] The post Danny Ashton Reveals the Secrets of Successful Infographics appeared first on Life Science Marketing Radio.
I was recently a part of a spirited discussion between some scientists and marketers in the Analytical Instruments Professional Network Group on LinkedIn. It came about as a result of sharing this blog post about getting content first (in any form) and worrying about format later, which I still think is a great idea. You […] The post I Asked a Scientist How MarCom Could Be More Helpful appeared first on Life Science Marketing Radio.
A marketing communications team is often thought of as a service provider within a larger organization. MarCom tells the company’s stories to the outside world. But it has the potential to do much more than that. It’s possible to change an organization and make it more successful through marketing communications. I recently interviewed Taia Ergueta, […] The post How to Change an Organization Through Marketing Communications appeared first on Life Science Marketing Radio.
If you are using video or considering it as part of your marketing mix and want to make sure you generate as many leads as possible, you’ll want to listen to the podcast below. I sat down with Tyler Kay, the founder of Digital Creative Associates in San Francisco this week to discuss the use […] The post Trends and Best Practices for Video in Life Science Marketing appeared first on Life Science Marketing Radio.