The latest news, tips and insights from science and marketing

How to create infographics that engage, educate and persuade life science customers

Posted by Kate Marshall on 09-Mar-2018 10:04:59

Infographics can be a powerful tool in the modern life science marketer’s toolbox. As their name suggests, infographics are pieces of content that can help convey sometimes complex or detailed content (such as data) in an attractive, impactful and manageable visual form. Used correctly, a great infographic can be an effective lead-generation tool, be utilised across a number of platforms to convey your company’s message, and speak directly to your ideal customers. Around 65% of people are visual learners, and research has shown that the brain can process and retain visual information in as little as 13 milliseconds. This makes an infographic the perfect tool to make a lasting impression on your prospects. 

High-value content, like infographics, require a good amount of time and resource investment, something that is not always readily available for the busy marketing pro of today. To help, we’ve summarised some top tips on how to create the perfect infographic for use in your life science marketing programmes.

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Topics: lead generation, content, infographics, brand awareness

3 ways generational differences will affect life science marketing campaigns of the future

Posted by Ol Anscombe on 06-Mar-2018 13:36:57

We’ve said it before and we’ll say it again—the way in which the world digests information is changing. As we move further towards a future of universal internet access, buyer behaviour has shifted as your sales team is now no longer the sole gatekeeper of information relating to your product or service. Variations in the way different generations interact with information also means that buyer behaviour can depend massively on the age group you wish to target. So-called ‘millennials’ are no longer children that dream of one day becoming scientists—they are scientists, and the way they interact with content can be vastly different from ‘generation Xers’ and ‘baby boomers’.

At the end of 2017, HubSpot published the findings of a digital trends report that aimed to lay bare the differences in the ways different generations absorb information, asking survey respondents about the kinds of channels they use to access content and the type of content they respond to.

So, what were the findings of the report, and what do they mean for companies working in the life science industry? Can these findings be applied to help us communicate our offering to the right people in the right way? Here are three ways that generational differences could impact on life science marketing campaigns of the future. 

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Topics: Life science marketing, content, video