The latest news, tips and insights from science and marketing

Paul Avery

Recent Posts

Five reasons why working as a science writer at a life science marketing agency could be your dream job

Posted by Paul Avery on 29-Oct-2019 15:28:13

Do you love writing about science, but feel you haven’t found the right outlet for your talents? Perhaps you’ve written blogs or news articles as part of your current role, but want to spend more time doing what you enjoy most—telling scientific stories in engaging and creative ways. You could be a freelance science writer who wants to spend a little less time chasing clients, and more time developing new skills with some of the industry’s leading talent. Or possibly you’re an experienced in-house copywriter looking for a fresh perspective and some new scientific stories to get stuck into. If so, then maybe working for a life science marketing agency is for you!

We’ve put together five compelling reasons why you might love working as a science writer at a life science marketing agency like BioStrata, and why it could be the best next step for your career.

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Topics: careers

Marketing with purpose: How your marketing skills can help change the world

Posted by Paul Avery on 23-Oct-2019 12:02:53

Can marketers like us change the world? We believe so. But how? How can we use our marketing skills and talents to improve things for others? On the of face it, I guess it seems a bit unlikely, but our team at BioStrata is focused on doing exactly that. Below are three ways we’re working to change the world (and how you could too, if you choose to join our team).

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Topics: careers

Life science customer buying habits have evolved… but has your marketing strategy?

Posted by Paul Avery on 03-Oct-2019 12:05:46

When it comes to influencing prospective customers in the life science sector, outbound marketing approaches such as cold calling, banner ads and unsolicited emails are no longer delivering a return on investment like they used to. Poorly targeted and relatively expensive, these once tried-and-tested tactics are increasingly delivering disappointing results. As marketers, if we want to continue to engage with modern scientific audiences, it’s vital that we adapt to be successful. Here, we look at how buyer behaviour has evolved, and why updating your marketing strategy using an inbound approach could deliver better results.

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Topics: Marketing, Life science marketing

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

How much should a life science company spend on marketing?

Posted by Paul Avery on 09-Feb-2018 16:13:50

As a marketing agency specialising in the life science sector, we’re often asked how much companies in the industry should be spending on marketing and sales. Although the answer often depends on a number of factors, we’ve done our very best to provide some supporting information in this blog post to help you plan your budget, and ultimately achieve your marketing and sales goals!

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Topics: Marketing, Life science marketing

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