The latest news, tips and insights from science and marketing

Clare Russell

Recent Posts

Putting the customer first in life science marketing

Posted by Clare Russell on 09-Apr-2018 14:52:54

The best technology, product or service doesn’t necessarily win in the marketplace, and having a great product doesn't guarantee you customers or market share. This is particularly true in the life science industry—but why is this the case? There a number of reasons, but four major factors are:

  • People can’t buy something they have never heard of
  • People won’t buy something they do not understand
  • People won’t buy something if they cannot clearly see how it benefits them
  • People won't buy from a supplier they do not respect and trust.

These four challenges all have something in common—people—and unlocking the power of customer-centric marketing has huge potential to generate more awareness, demand, leads and sales. So, how do you put the customer at the centre of your life science marketing activities?

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Topics: Marketing tactics

Life science market research: Top tips for competitor analysis

Posted by Clare Russell on 29-Jan-2017 17:53:29

If you want to make sure that you really occupy a unique spot in the market, you need to be aware of what your competitors are up to. A competitor analysis is the perfect way to profile the competition. It will help to build a wider picture of the marketplace and to establish where you fit within your competitive set. This can be done through online research, ‘mystery shopping’ (via the phone and at trade shows), requesting sales materials and even speaking to your customers and prospects for their opinions on your competitors.

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Topics: Marketing

Life science marketing: the importance of an external marketing audit

Posted by Clare Russell on 23-Jan-2017 10:30:00

Taking stock of the information available to you is essential for developing your life science marketing and communications plan. A vital part of the planning process is developing your unique value proposition and creating a plan for communicating it to your prospects. Let’s assume that you have read our other blogs on this subject, so you have already conducted some web-based research and conducted an audit with your internal staff to uncover some important insights. As such, it’s now time to turn your attention beyond your own company and onto your customers, prospects and partners.

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Topics: Marketing

Content marketing crash course: How to present your new content strategy to your team

Posted by Clare Russell on 28-Sep-2016 12:33:00

In a previous blog, we discussed how to get your manager’s buy-in on developing and executing a content marketing strategy. But how do you actually present it to your manager, the rest of the marketing team and maybe even C-level executives? We appreciate that this could be a daunting challenge, so in this blog, we’ll outline how to put together a persuasive and widely applicable content strategy presentation to wow your colleagues with.

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Topics: Content Marketing

How to find the perfect partner for your life science content marketing needs

Posted by Clare Russell on 21-Sep-2016 12:41:00

When deciding on the best route for your business, consider the capabilities of your existing staff, your ability to find new staff and your available budget. The benefit of using existing staff to run your content marketing programme is that these people usually have the best understanding of your products, services and markets.

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Topics: Content Marketing

Why content marketing gives you the biggest bang for your buck in the life science sector

Posted by Clare Russell on 02-Sep-2016 13:20:00


Marketing for a life science company entails a number of challenges and features that are unique to the industry.

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Topics: Content Marketing

How to get your marketing manager's buy-in for a winning content marketing plan

Posted by Clare Russell on 24-Aug-2016 13:03:00

Putting together a comprehensive content marketing strategy can be challenging, but very rewarding. And even though 86% of B2B marketers report that their organizations use content marketing, your manager or C-level might not be convinced that it works in your industry.

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Topics: Content Marketing

How to incorporate content marketing without rewriting your life science marketing strategy

Posted by Clare Russell on 29-Jul-2016 13:58:00

Let’s play a game.

Imagine you’ve come up with a life science marketing strategy for the year, complete with budget allocations, plans and all the trimmings.

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Topics: Life science marketing, Content Marketing

How to humanise your life science marketing strategy

Posted by Clare Russell on 22-Jul-2016 13:38:00

In a previous blog, we briefly discussed the importance of ensuring that your life science marketing strategy places your customer front and centre and speaks to them on a human level. But as a science-oriented company, how do you accomplish this while still communicating key information about your product at a technical level?

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Topics: Life science marketing

How content marketing can achieve any company's marketing goals

Posted by Clare Russell on 20-Jul-2016 12:25:11

Working for a life science company can be extremely rewarding, given that your company produces technology that’s literally changing the world and making it a better place – whether in healthcare, research or agricultural sectors. That said, it can be tricky to translate this into an effective marketing strategy with sound messaging about the backbone of your company’s offerings, scientific approach and technology.

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Topics: Content Marketing