The latest news, tips and insights from science and marketing

Adrienne Walder

Recent Posts

Top tips for sourcing life science market research data from third parties

Posted by Adrienne Walder on 29-Mar-2016 10:00:00

Like anyone that’s had any length of involvement with the life science industry, we love data. The great thing about the internet is that there’s such a vast amount of it out there – a lot of it entirely for free. The downside to this is that there’s a mire of low quality (or just plain incorrect) data out there as well. When it comes to conducting market research, you need to be able to separate fact from fiction. Fortunately, we have some pointers to direct you towards the good stuff.

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Topics: Marketing

How to use research and data to define a unique position in the life science market

Posted by Adrienne Walder on 18-Feb-2016 13:02:36

The life science market is large, varied and dynamic – not to mention highly competitive. Whether your business is to provide high-end equipment, consumables, medical devices or research services, you need to be able to differentiate yourself from the competition and carve out a unique position in the marketplace.

Fortunately, you will likely already know the unique benefits offered by your products! Therefore, your goal is to effectively communicate these benefits to your target audience(s). To do this, you need to begin with a well-constructed plan. By conducting research, you can use a data-driven method to find out what your customers really need, and the unique value that only you can deliver to them. 

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Topics: Marketing

How to reduce bounce rates on your life science website

Posted by Adrienne Walder on 14-Jul-2015 14:18:00

First impressions matter. When we meet someone for the first time, we have judged them and formed an opinion about them within a few seconds. When it comes to your website visitors, they are doing exactly the same thing with your company. You have a matter of seconds to grab their attention, captivate them and encourage them to stay on your site. Bounce rate is the term used to quantify the percentage of people that enter a site, and then leave without navigating to any other page – most websites have a bounce rate of 30–60%. So, how do you go about improving this situation?

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Topics: Marketing

How to convert website visitors into leads

Posted by Adrienne Walder on 09-Jul-2015 09:52:00

Through our recent series of blogs we have discussed what it takes to drive traffic to a life science marketing website and how to engage visitors with great content. The next step is to get each visitor to convert from a prospect to a lead. You don’t want them leaving your site without providing some information or you will lose the opportunity to nurture them until they are ready to buy. This is where effective Calls-to-Action (CTA) come into play.

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Topics: Marketing

The essential guide to copywriting for your life science website

Posted by Adrienne Walder on 02-Jul-2015 09:45:00

A friend of mine was referred to hospital recently for a fairly minor operation and it prompted me to visit the hospital’s website. Searching for information on how the hospital was performing, I came across this copy:

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Topics: Marketing

7 things you need to know about developing successful landing pages

Posted by Adrienne Walder on 25-Jun-2015 09:32:00

A month ago, I injured my back thanks to an over-ambitious New Year health and fitness regime to combat the onset of middle-age spread. Being in chronic pain and unable to sit down at all for 7 days, resulted in me being off work lying flat on my back contemplating how on earth I was ever going to get my body back to normal again.

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Topics: Marketing

Why impactful images will improve your website

Posted by Adrienne Walder on 28-May-2015 09:38:00

I wonder how many times you have stumbled across a website and experienced a sense of déjà vu – there seems something very familiar about the site but you know you’ve never visited it before. I had this recently when I was looking through a prospective client’s website and then it dawned upon me that a number of the images featured on the site were stock images that a company I had worked with in the past had used on their website.

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Topics: Marketing

The ultimate SEO cheat sheet for your life science website

Posted by Adrienne Walder on 20-May-2015 13:06:00

We all know the importance of your website to reach buyers in this internet age, yet all too often it ends up neglected after the initial flurry of post-build activity. A website should be integral to any company’s online marketing strategy. It shouldn’t just exist. It needs to

  1. Attract visitors

  2. Educate them

  3. Convince them to buy.

This is the first in a series of blogs on how to turn your life science marketing website into an inbound marketing machine, and the initial step you need to take is to ensure that you can actually be found online. So, how do we work towards reaching that holy grail – the No. 1 position in search engines?

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Topics: Marketing

Top 5 marketing trends for 2015

Posted by Adrienne Walder on 21-Jan-2015 15:41:00

As a new year dawns, it is time to look forward to the year ahead. To kick off the year, we are highlighting some of the marketing trends we predict for 2015 and how you can incorporate them into your plans.

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Topics: Business Strategy

How to connect sales and marketing

Posted by Adrienne Walder on 26-Nov-2014 12:13:00

Within many organisations, including those operating in the life science and healthcare arenas, there can be a lack of communication, understanding and occasionally even respect between the sales and the marketing teams. While the sales team’s remit is nurturing contacts and making sales, the marketing team is tasked with developing initiatives and materials to make the sales process easier. It is therefore surprising that these two highly interlinked functions can sometimes appear to be working completely independently of each other.

We are often challenged with creating programs to help sales and marketing work seamlessly together to drive sales. Clearly solutions vary dramatically from company to company and are always tailored to the individual structure and needs of each organisation. Here are some of the initiatives we can create and implement to get your sales and marketing teams working more collaboratively to drive sales.

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Topics: Business Strategy