The latest news, tips and insights from science and marketing

Paul Avery

Recent Posts

So much science, so little time (December 2018 edition)

Posted by Paul Avery on 21-Dec-2018 09:16:06

In the spirit of winter cheer, here’s a present to unwrap from BioStrata: seven of the most interesting, quirky or instrumental life scientific advances we read about during the month of December. That’s two more stories than we usually include in our monthly ‘so much science' blog!

As always, our selection was chosen to help you keep up with breakthroughs in the life sciences at one of the busiest times of the year. From new nanotweezers to fresh hopes for heart transplants, there’s plenty to be thankful for this holiday season.

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Topics: Science, Geekery

The what, why and how of inbound marketing for life science companies

Posted by Paul Avery on 31-Oct-2017 16:16:21

“The old marketing playbook is broken,” claims Chris Rooney from HubSpot, while speaking at the recent Evolution of Life Science Marketing (ELSM) event in Cambridge, UK. We agree (and provide more insights into why in this blog and video on the inconvenient truths of modern life science marketing). The interruptive marketing of yesterday is failing in today’s customer-centric, information-rich world. To survive, it is evolving into a content-driven, inbound marketing approach, which was the focus of Chris’s talk at the ELSM event.

In his presentation, Chris introduced the concept of inbound marketing, provided some expert tips on how to approach it, and explored the many benefits it can bring to companies looking to boost lead generation and sales conversions. His talk is summarized here, but you can also learn more by watching the full video of his presentation below, which forms part of our educational webinar series on how to execute inbound marketing for life science companies.

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Topics: Marketing

The five inconvenient truths of life science marketing

Posted by Paul Avery on 23-Oct-2017 14:36:40

Marketing has changed. It’s an inconvenient truth, but there’s no denying it at this point—the data is there for all to see. The tried-and-tested tactics we have relied upon in the past just don’t work as effectively as they used to, and buyer behaviour has evolved to tune out our interruptive messages. As life science marketers, if we want to engage and influence a modern scientific audience, we need to adapt to be successful. But how!?

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Topics: Industry Insight

How life science company Aptuit used inbound marketing to increase website visits by 1600% and leads by 750% in just 6 months [Updated October 2017]

Posted by Paul Avery on 31-Jul-2017 11:07:05

The life science sector is perfectly suited to inbound marketing. Scientific buyers can be cynical about advertising, resistant to overt sales messages and keen to avoid cold calls from salespeople. Instead, they prefer to research their own solutions online and base their purchase decisions on data, information and recommendations/examples from their peers. In addition, sales cycles in this sector can often be long and complex, with buyers carefully weighing their options before making a carefully considered purchase. These are all hallmarks of a market where inbound marketing and sales can be effectively used to drive an increase in web visitors, leads, customers and revenue.

It is therefore surprising that so few life science companies are using inbound marketing to achieve their commercial goals. As such, this gap also presents a massive opportunity for those companies willing to innovate in an effort to attract, convert, close and delight more customers.

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Topics: Life science marketing

Is life science marketing broken? If so, what can we do to fix it? [free webinar series]

Posted by Paul Avery on 19-Jun-2017 14:37:30



There are not many areas of business strategy and execution that are currently changing as fast as marketing. Buyer behaviour continues to evolve rapidly while ubiquitous access to the internet, the rise of social media, and the ‘always connected’ lifestyle afforded by mobile technology are all shaping how we find, research and buy products. This means that life science marketers must rapidly adapt if they are to stay ahead of these trends and effectively reach and influence their target audiences. To help, our team recently put together an educational symposium to discuss the ‘Evolution of Life Science Marketing’, where we discussed how these trends are changing the way we effectively market and sell to scientific professionals. In this blog, we provide a quick summary of the event. 

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Topics: Business Strategy, Marketing

5 reasons why life science companies nearly always need more sales leads

Posted by Paul Avery on 30-Mar-2017 17:32:13

When your company is doing well, it’s always tempting to take your eye off of sales and marketing. Often this is so you can effectively service (and potentially grow) your current customer base, focus on hiring new talent or double-down on product development. While this is tempting, and makes intuitive sense as it may allow you to ensure you provide quality to your current customers, it is also dangerous. For a number of reasons, it is important to always keep on top of your sales and marketing activities, in particular the activity of creating demand and capturing new sales leads. This is especially true in the life science market, where sales cycles are often long and complex and it’s important to always be nurturing your sales pipeline should sales start to slow down or dip.

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Topics: Marketing

Ten tips for finding a specialist marketing agency in the life science sector

Posted by Paul Avery on 23-Mar-2017 10:39:34

The life science sector is made up of a diverse range of areas, from genomics, agrotechnology, biotechnology, cell biology and laboratory automation, through to contract manufacturing, research services, medical devices and diagnostics (to name but a few). As such, it might seem unlikely that you could source a specialist life science agency that will understand your specific niche, have the internal scientific and marketing expertise required, and the appropriate level of global reach.

This begs the question, does the perfect partner for your niche exist? To help you in your search, we’ve put together our top ten tips to set you off on the right path to finding the best marketing agency to match your needs.

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Topics: Marketing

The major challenges faced by life science marketers and how to overcome them [free ebook]

Posted by Paul Avery on 10-Mar-2017 10:37:46

Being a modern-day marketer is tough. Marketing teams are expected to have expertise in many different areas, and are required to deliver effective marketing strategies that consistently achieve results, often on a restricted budget. As a result, marketers face many challenges and are frequently looking for innovative solutions that can increase performance while making the most efficient use of internal and external resources. Luckily, help is at hand. By working with a specialist marketing agency who lives and breathes not only marketing strategy, but also your specific industry, most marketing challenges can be overcome.

Here are some of the most common challenges the modern-day marketer faces, particularly in the life science sector, as well as how outsourcing can help you to overcome them (download our free ebook for more info):

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5 areas where life science marketers lead the way

Posted by Paul Avery on 01-Mar-2017 13:56:04

While we are lucky enough to work with several life science marketing teams that are leveraging truly innovative marketing approaches, we also appreciate that the life science sector in general can sometimes tend to err on the conservative side. As such, there can be a feeling within our industry that marketers are sometimes restricted from launching exciting, ground-breaking campaigns or trying new approaches like inbound marketing for a wide range of reasons (including a lack of buy-in from senior leadership, restricted budgets and not enough access to cutting-edge talent). While this can be true in some cases, there are also a number of areas where life science marketers are not only keeping pace with their B2B and B2C peers, they have been leading the way. Here are 5 areas where we feel life science marketers are really setting the standard.

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Topics: Marketing

10 quick tips to develop powerful life science content marketing

Posted by Paul Avery on 14-Feb-2017 09:59:10

We don’t need to tell you that marketing has changed. Nowadays, we all thoroughly research our purchases online before making contact with potential suppliers (and most of us really dislike cold calls). While we are researching, we are making up our minds about what we need and whom the best supplier is. When businesses share content that helps us understand our problems and how to solve them, it increases the likelihood that a company will reach our shortlist. With each additional piece of content we consume, we become more and more engaged, until either we call that company or we are actually ready for them to call us.

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Topics: Marketing