PRESS RELEASE: Scientists on Standby has been rapidly conceptualised and launched in response to the COVID-19 crisis and in anticipation of the increasing pressure on UK diagnostic testing laboratories and facilities in the coming weeks and months. The portal enables scientists with relevant skills and experience to volunteer their time, expertise and support for COVID-19 screening and testing.
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?
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.
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.
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.
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.
Marketing for a life science company entails a number of challenges and features that are unique to the industry.
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.
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.
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?