Claim Trending Life Science Topics With Smart Communication Roadblocks

𝘛𝘩𝘦 𝘯𝘦𝘹𝘵 𝘣𝘪𝘨 𝘵𝘩𝘪𝘯𝘨, it also exists in life sciences. It concerns typically a topic that is trending around the web (e.g., third generation sequencing) or is the key point of discussion at conferences or round tables. Whitepapers, blogs and publications will help to claim authority, but this exposure is usually short-lived and has a […]

Why Startups Should Care About Branding

Branding is often identified with big pharmas with massive marketing campaigns addressing the masses. Think about the colossal commercials that made certain brands synonymous with product categories in over-the-counter drugs. They even have a name for this phenomenon: genericization. Branding evokes the association of large corporates, but a charged brand will definitely benefit startups as […]

Use Digital Marketing Before You Access the Market With a New Service or Product

I am sure that many life sciences companies encounter situations where new ideas want to be brought to market as soon as possible. Sometimes, you want jump into a market opportunity on a short notice, capitalize on current affairs or you have this fresh new idea that just feels right. In these cases, life sciences […]

Monitor Brand Marketing Efforts by Tracking Website Visitors

Brand marketing will probably not bring you leads or sales overnight. It is typically a process for the long term, to establish desirable associations in the mind of your audience. However, it truly helps to seriously track and monitor your website visitors. And I am not talking about just implementing a Google Analytics (or other […]

Align Brand Positioning With Your Growth Strategy

Not all brand strategies are created equal. Brand positioning should be aligned with your company’s growth strategy. Most life science executives and marketers probably know the so-called Ansoff matrix, a well-known grid that discusses product/market strategy. Below, I will give some examples of how life science marketers should structure their brand positioning around this matrix. […]

Why Life Science Brands Should Focus on Community Building

Communication is the key to success when building a brand. You need to stay in touch with your audience to convey your brand story. It takes time to let the audience grasp your brand values and proposition. You consistently need to reach them at the right time and place before their know your company’s name. […]

Use Programmatic Digital Out of Home Advertising Around Life Science Hubs

Brands want to get noticed by their audience. Some companies are able to do this more efficiently and targeted – for instance, because they operate in the business-to-consumer space. For b2b-orientated life science brands it can be challenging to address the right audience through the right channels. LinkedIn Ads is a proven channel where companies […]

Use Archetypes for Brand Positioning

Brand archetypes are a representation of your brand as a persona based on human desires and values. Once a complex psychological theory conceived by Carl Gustav Jung, archetypes are nowadays used as a persona tool for brands in a simplified manner. Although psychological foundations are missing in contemporary usage, brand archetypes are still helpful tools […]

Boost the Results of Your Advertising Content by Using Consumer Psychology Models

Thanks to years of research in psychology, there are many validated consumer psychology models you can use to improve the outcome of marketing campaigns. One of my go-to models is the so-called theory of planned behavior (TPB) from Icek Ajzen. Ajzen’s theory states that conscious behavior arises directly from the intention to perform the behavior. […]

Being First to Market Does Not Make You Win the Race

How to establish your brand as a believable alternative to that well-known competitor? An identifiable struggle for many life science marketers. Even in the bluest of oceans, there is this big fish that has beat you to market. And they are always one step ahead. Or are they? Research has shown that consumers think products/services […]