The latest news, tips and insights from science and marketing

Paul Avery

Recent Posts

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: Sales

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

Why you need to truly understand your scientific customers and prospects

Posted by Paul Avery on 04-Feb-2017 10:36:05

Do you know what makes a good story great? It’s not a shiny cover. It’s not hilarious characters. It’s the empathy it evokes in the reader. Being able to show and evoke empathy is a powerful tool for understanding and building relationships. And when it comes to your marketing and communications efforts, it's no different. 

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Topics: Marketing

The 4 best inbound marketing tips and tricks from Inbound 2016

Posted by Paul Avery on 02-Dec-2016 17:06:09

Staying on top of the latest marketing trends and tactics is an essential part of our job here at BioStrata, and one of the key ways we add extra value for our clients. That’s why Clare and I packed our bags a few weeks ago to head off to Boston for the Inbound 2016 marketing conference. Politics aside, there was little debate - the event was another resounding success and Trumped any other news that week.

But what were the key takeaways? How are the most cutting-edge inbound marketers getting ahead of their competition and driving results? And which actionable tips did we pick up that you can leverage to improve your marketing and sales activities? Fear not – here we share the best four tips and tricks we learnt at Inbound 16.

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Topics: Marketing

Top 4 content marketing challenges (and how to conquer them)

Posted by Paul Avery on 21-Oct-2016 09:39:00

Content marketing has exploded in popularity over the past decade; so much so that nine out of ten modern businesses use it in some way, shape or form. Unfortunately, only 30% of marketers in 2016 rate their content marketing efforts as effective.

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Topics: Marketing

Content marketing and the theory-ladenness of observation

Posted by Paul Avery on 30-Sep-2016 12:23:00

Understanding the limits and constraints of our instruments is a fundamental part of scientific research. The margin of error contextualises results, increasing their value and guiding further research.

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Topics: Marketing

The future of content marketing in the life science sector

Posted by Paul Avery on 23-Sep-2016 09:23:00

From the Oracle of Delphi to the witches of Macbeth, we humans have always had a penchant for soothsayers and clairvoyants. And how wonderful would it be to have the power of precognition in the world of business and marketing?

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Topics: Marketing