The latest news, tips and insights from science and marketing

Paul Avery

Recent Posts

Three common misconceptions about life science content marketing

Posted by Paul Avery on 07-Sep-2016 13:06:00

The scientific world is no stranger to misconceptions – and I’m not only talking about the glaring historical ones like Geocentrism or flat-Earth theory (though the latter has re-emerged as something of an internet movementan internet movement).

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Topics: Marketing

How to make life science marketing fun

Posted by Paul Avery on 05-Aug-2016 14:30:00

The next time you’re in a room with someone who’s dedicated their life to science and scientific inquiry, pay attention to their eyes as they eagerly explain a new concept, obscure theory or novel technology to their friends.

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Topics: Marketing

The evolution of life science marketing strategy

Posted by Paul Avery on 03-Aug-2016 14:30:00

Marketing sure has changed dramatically over the years. While its murky prehistoric origins probably involved consumers weighing up the pros and cons of being bludgeoned with a rock, modern marketing strategy is more of a sophisticated tool for businesses to attract the attention of their ideal customers to their products and services.

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Topics: Marketing

Twelve marketing metrics every life science marketer should know about

Posted by Paul Avery on 07-Jun-2016 18:12:33

When marketing budgets are under pressure, you need to be able to demonstrate that your activity is working, while also being able to understand what is less effective and needs to be altered. Therefore, it's vital to know the best metrics to set in place to help you do this. Evaluating your activities needn't be expensive and it can save you money in the long-term. Here are our top 12 marketing metrics that every life science marketer needs to be aware of – many of which are easy and cost-effective to put in place.

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Topics: Marketing

How to use content marketing to connect with scientists and nurture them into customers

Posted by Paul Avery on 24-May-2016 12:10:26

As you may have guessed from many of our previous blogs on the topic of life science content marketing, we are firm believers in tailoring your content to speak to the specific goals, challenges and pain points of each of your audiences. If you’re taking the time to create great content, you should always make sure that it’s personalised and targeted at a specific group of people (which’ll mean it is more likely to resonate with them and attract their interest). But how can you do this effectively?

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Topics: Marketing

Why every life science company should have a brand model

Posted by Paul Avery on 21-Apr-2016 17:06:47

Who exactly are you? We don’t mean from an existential point of view, we mean from a company perspective: what are your values? What’s your company personality? What unique benefits do you offer? What makes you stand out?

In the expanding and dynamic subsections of the life sciences market, these are important questions. How you want to be viewed by customers and prospects will help to direct the unique position in the market that you can uniquely own, grow and defend. Importantly, it will be what helps to differentiate you from the competition, and improve the appeal and integrity of your brand. The best way to go about answering these questions is to undertake thorough market research and then develop a brand model.

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Topics: Marketing

The 7 step guide to creating a strategic marketing plan [free ebook]

Posted by Paul Avery on 04-Feb-2016 17:23:53

I heard a great story in a recent podcast. The captain of a plane switches on the loudspeaker to address the passengers: “There’s good news and bad news,” he says. “The bad news is that all the instruments have failed and I don’t know where we are, where we’re going or even which direction we are heading in. The good news is, we’re making great time!”

If you sometimes feel like your marketing and sales processes are a bit like this, then you’re not alone. You know that the best way to reach your goals is to take the time to develop a roadmap to help you get there. But then the day-to-day of the office gets in the way – there’s content to create, meetings to attend, shows to plan for, the list is endless. However, without a strong plan in place, all the hustle and bustle you’re putting in today could be in vain.

Creating a strategic marketing plan doesn’t need to be as arduous, lengthy or difficult as you may think. To help, we’ve broken it down into a 7 stage process you can follow.

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Topics: Marketing

7 reasons why content marketing is a good fit for the life science sector

Posted by Paul Avery on 02-Feb-2016 16:46:52

Life science marketers have a wide range of tactical choices when it comes to attracting and engaging with their target audiences. However, the rise of the internet has caused a shift in buyer behaviour. No longer do suppliers and sales teams have all the information and hold all the cards. Instead, customers can use the web to research the solutions available and take themselves a large way through the sales process without ever contacting a sales rep. In fact, when they do contact a company, they already know what product they will buy and which supplier they will choose.

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Topics: Marketing

Why sales and marketing must work together to win at inbound marketing (free market report)

Posted by Paul Avery on 13-Oct-2015 14:00:00

It’s an age old discussion – how do you align your sales and marketing teams to improve performance? How important is it really and what’s the best way to encourage collaboration? Well, HubSpot’s latest “State of Inbound” report tackles the subject head-on, including compelling data from a survey of nearly 4,000 marketers on why and how to connect the two teams.

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Topics: Marketing, Sales

Five marketing podcasts that you should be listening to

Posted by Paul Avery on 28-Jul-2015 16:51:00

As professional marketers ourselves, we know it's hard to stay on top of the latest trends. But if you find you have some dead time during the day – be it commuting to work or on your morning jog – it could be the perfect opportunity to further develop your craft. How? Well, in case you haven't heard, podcasts are making a comeback. And it just so happens that there’re a number of excellent marketing podcasts doing the rounds at the moment. To help filter these down, we've listed our current five favourites below (hopefully a small enough number to get you started).

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Topics: Marketing