Branding
Do You Need a Marketing Consultant?
A marketing consultant can make your bioresearch brand stronger, whether you’re a life science company or a biomedical non-profit. Is your marketing driven by deadlines rather than strategy? Do you feel like you’re constantly scrambling to respond to the latest requests instead of sticking to a meaningful plan? Does it seem like you’re on a…
Read MoreBrand Equity Boosts Your Bioresearch Brand’s Value
Building brand equity can seem challenging in a deadline-driven world. There’s always an urgent campaign or product launch looming. While it’s tempting to solve short-term problems now and do strategy later, the most successful companies in bioresearch — or any other market — know the value of building their brands up front. Here are five ways this work pays you back: 1. Brand…
Read MoreBioresearch Branding That Works—Part 3: Communicating with Multiple Audiences
Does your bioresearch brand need different voices for different audience segments? Many bioresearch brands struggle with the need to market to more than one audience. Different divisions of a organization often work with very different markets. And even within divisions you’ll often find audience segments with different needs, desires, and goals. By understanding their individual motivations, here’s how…
Read MoreMarketing Conflicts in Bioresearch, and How to Resolve Them
What do you do when your internal team gets stalled by marketing conflicts? Marketing conflicts are an everyday reality when promoting any brand, not just in bioresearch. Team members who disagree on the right approach can bring an entire campaign to a screeching halt and prevent new ones from ever getting off the ground successfully. How can you resolve conflicts…
Read MoreEstablishing a Strong Life Science Brand
What life science start-up brands need to establish their business Recently I had the pleasure of being interviewed by Chris Conner on the Life Science Marketing Radio podcast. We covered the basics of getting a life science brand up and running, even if you don’t have a product or customers yet. While we focused primarily on startups, we…
Read MoreBioresearch Branding That Works—Part 2: Knowing Your Brand Voice
Is your bioresearch brand sending the right message? When you start thinking outside the logo developing a “brand voice” can help you create a powerful competitive edge. That’s partly because it’s a standard marketing practice that helps you reach your audience more efficiently. It’s worth noting that many science-oriented organizations—from life science companies to biomedical non-profits—don’t manage their…
Read MoreBioresearch Branding That Works—Part 1: Consistency
Get the most from your bioresearch brand by applying the same consistency you expect from your scientific work. Successful life science firms and biomedical non-profits understand this simple branding truth. So why do so many fall into the trap of making a big branding investment, only to become frustrated when their efforts don’t live up…
Read MoreBecome a Life Science Market Leader Regardless of Your Budget
Even an underdog can dominate profitable life science niches. We recently discovered something surprising when researching buyers of life science products. Our survey found that end users aren’t that loyal to specific brands — even some of the best-known ones. While many people have “go-to” brands they use daily, they’re happy to switch if someone…
Read MoreSupercharge Your Next Bioresearch Marketing Campaign
Secrets for creating internal “brand advocates.” Whether you’re a life science organization launching a new product or a biomedical nonprofit kicking off a fundraising campaign, one of the most valuable investments you can make is to secure the full support of your internal team. This isn’t just a PR exercise to boost morale; it’s also…
Read MoreHow to Present Your Research to a Non-scientific Audience
Getting support for your science is a matter of building trust. No matter what kind of research you do, there are times when it’s critical to get support from people who don’t share your scientific background. Whether you’re talking to the media, asking for financial support, or introducing a new product, your ability to create…
Read More