The latest news, tips and insights from science and marketing

3 inbound marketing lessons learned from working in the life science industry

Posted by Alicia Caunter on 12-Jun-2018 14:31:20

As a life science marketing pro, you’re likely to be one of those people who love to share their industry expertise and experiences by attending networking sessions and events. Earlier this year, one of our directors, Paul, was lucky enough to be invited to speak at the Cambridge HubSpot User Group meet-up—a quarterly event for local HubSpot users to exchange ideas, discuss trends and challenges, and learn from each other’s experiences. With the recent content marketing explosion, the last HUG event was focussed on a key industry challenge: how to make your content stand out from the noise.

As a marketer that may specialise in content creation and inbound marketing, this is a challenge you are likely to have faced before. So, what’s the solution? Here are some insights from Paul’s talk at the recent HUG event.

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Topics: Marketing tactics

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

Posted by Andrew Breeson on 31-May-2018 11:31:23

While scientists from LA to Taipei have been beavering away to become the next Michael Faraday, we’re here to give you an action replay from the month of May! We’ve selected a handy array of our favourites to convey the projects that were underway. So, don’t delay, read on to take away the innovations of today. Hooray!

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Topics: Science, Geekery

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

Posted by Andrew Breeson on 27-Apr-2018 14:51:05

Spring is here! And it’s not just flowers that are in bloom. All over the world, seeds of ideas are being planted, innovative research is germinating, and fresh science is flourishing. To bring you a bouquet of the latest breakthroughs, we’ve pruned the very finest specimens of exciting, novel and funny science stories for this month. So, come take in the aroma of cutting-edge progress!

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Topics: Science, Geekery

5 tips for making the most of LinkedIn life science groups

Posted by Aimi Papanastasiou on 13-Apr-2018 11:43:29

There is little questioning the value of LinkedIn as a powerful social network for life science marketing professionals. But are you taking advantage of all that LinkedIn has to offer?

Although you can certainly use the platform to connect with colleagues, the real benefit of LinkedIn lies in the vast global networking opportunities it provides. One of the best ways to unlock the social network’s potential is by participating in groups that are highly relevant to your specific industry sector.

Networking through LinkedIn groups can help you position yourself as a thought leader, highlight your company’s expertise and obtain useful industry insights. Here, we’ve gathered a few top tips to help you make the most of the LinkedIn groups’ functionality to boost the effectiveness of your life science marketing programmes.

 

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Topics: LinkedIn, networking, thought leadership

Putting the customer first in life science marketing

Posted by Clare Russell on 09-Apr-2018 14:52:54

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?

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Topics: Marketing tactics

6 tips for creating irresistible life science headlines

Posted by Andrew Breeson on 06-Apr-2018 10:27:36

Whether it’s for a blog post or long-form article, headlines are arguably the most important feature of your content. Yet, we are always surprised to see that they are so often dismissed as an afterthought. Overlooking the title of your content means you could be wasting a golden opportunity to grab the attention of your audience!

This is especially true in life science marketing. Scientists have very busy schedules, and so you need to capture their attention quickly or your content will simply fall by the wayside. If potential readers don’t have their interest piqued by your headline, they won’t click to read more. In fact, studies have shown that 80% of readers never make it to the end of the body of text, so an uninspiring title threatens to lose a reader’s attention from the start. Think about it, if this blog post was called something dreary like ‘Headline Advice’ would you be reading it right now?

So, how do you write effective headlines and set yourself apart from the competition? Here, we’ve formulated six top tips which will give your life science content the attention it deserves.

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Topics: Science Marketing

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

Posted by Aimi Papanastasiou on 03-Apr-2018 17:26:53

When it came to scientific breakthroughs, March really was another exciting month with many new and inspirational discoveries announced almost every day. As busy life science enthusiasts ourselves, we understand how difficult it can be to keep abreast of these new developments whilst dealing with a busy workload. So once again, we’ve singled out our favourite stories, from the potentially life-changing to the definitely amusing!   

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Topics: Science, Geekery

Inbound sales for life science companies: How to identify more opportunities and close more deals

Posted by Craig Townsend on 29-Mar-2018 17:49:50

Do you have a well-defined, strategic sales process? A process that enables you to identify good-fit prospects, initially connect with them and then help them to identify issues/opportunities before finally partnering or parting ways after leaving a positive impression? This blog post will introduce you to the inbound sales methodology, a systemised process designed to help you identify better-fit opportunities and close more sales. So how does inbound sales work? 

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Topics: Life science marketing

BioStrata shortlisted for Small Business of the Year award

Posted by Kat Steer on 27-Mar-2018 10:43:04

BioStrata is proud to have been shortlisted as a finalist for ‘Small Business of the Year’ as part of the Cambridge News Business Excellence Awards 2018. The awards culminated in a gala ceremony on 22 March at King's College, Cambridge, which was hosted by John Pienaar, the BBC's deputy political editor.

Clare Russell PhD, co-founder and Managing Director of BioStrata, commented: "A huge congratulations to all of the finalists and winners at the 2018 Cambridge News Business Excellence Awards. It was great to hear so many success stories at the ceremony, particularly from the area’s life science sector. The awards demonstrated how Cambridge continues to be a vibrant and fast-growing hub for innovation, entrepreneurialism and business growth. We’re very excited to be part of that and to recruit local and international talent to join our team".

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Topics: life science sector

9 tips for creating effective life science blog posts

Posted by Aimi Papanastasiou on 23-Mar-2018 13:56:46

As a life science marketer, you have probably long-recognised the powerful impact an engaging blog can have on increasing traffic to your website, maximising your brand’s visibility online and ultimately converting web visitors into sales leads. Each and every blog post you create offers a unique opportunity to engage with your target audience and position your company as the go-to expert that can answer their most pressing questions.

We hear you say: “I’ve written a blog post on the really hot topic of how artificial intelligence is driving breakthroughs in the life sciences, but the results my post has generated leave room for improvement”Well, although this is definitely a cool topic, it may be that your blog post just isn’t that well-optimised to pull in readers. Take a step back and ask yourself; is the title inviting and clear enough? Is the blog post too wordy? Is it poorly presented as a big chunk of text with no subsections or visual elements, making it hard to read and pull out the key messages? If the answer to any of these questions is 'yes', then it's probably time to revisit your blogging strategy! To help, we’ve put together a list of nine top tips designed to help you develop successful blog posts.

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Topics: Life science marketing