The latest news, tips and insights from science and marketing

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

BioStrata receives Queen’s Award for Enterprise

Posted by Kat Steer on 23-Apr-2019 13:14:24

PRESS RELEASE: BioStrata is proud to confirm that Her Majesty The Queen has approved the Prime Minister's recommendation that the company should receive a Queen's Award for Enterprise: International Trade. The Queen’s Awards for Enterprise recognise achievements by businesses based in the UK with strong corporate social responsibility. BioStrata’s managing directors, Paul Avery PhD and Clare Russell PhD, will join the other 2019 winners at a Reception hosted by His Royal Highness The Prince of Wales at Buckingham Palace later this year.

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Topics: Life science marketing

What's it like to be a public relations executive for a life science marketing agency?

Posted by Ronan Muir on 08-Aug-2018 11:04:08

Life after university… it's a challenge every graduate has to face! And something that really sneaks up on you as you approach the end of your bachelor’s, master’s or doctorate degree. After all, choosing the right vocation is a big step, and a predicament we all face at the end of our studies. It’s certainly something I experienced at the end of my PhD.

At that point, all I knew was that I loved science and wanted it to be the basis of my career, but I did not see myself becoming a lab-based scientist in either industry or academia.

So, I asked myself, "what are my options? What’s out there for someone who wants to apply their scientific knowledge and skill, but perhaps not in the lab?" From a kaleidoscope of advice, thoughts and feedback, I whittled down my focus to specific areas within the commercial side of the life science industry.

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Topics: Life science marketing, careers, PR

8 questions I wanted answered before I became a commercial science writer

Posted by Andrew Breeson on 20-Jul-2018 14:25:45

At some point in their career, every scientist must decide whether to continue in academia, or to step outside the confines of the lab and make a scientific difference in another role. For me, when I finished my PhD, I knew that I'd completed my academic journey, and wanted to use the skills I had developed in another environment.

A career in science writing had always appealed to me, as learning and communicating about new and exciting science was my favourite thing about my studies. However, I had many questions about what being a science writer would actually involve, and wanted to know if I had the right skillset and experience to become one. 

Since I joined life science marketing specialists BioStrata, I’ve been lucky enough to learn about a wide range of interesting scientific topics (and I get to tell the world about it every day through my writing). This experience hopefully also puts me in a more-informed position to answer some of the questions I had before I started down this career path. So, if you’re thinking about a science writing career, I hope this blog will help clear up some queries that you may have!

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Topics: Life science marketing, careers

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

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

5 ways to make your life science content more persuasive

Posted by Ol Anscombe on 16-Mar-2018 16:36:59

As marketers, regardless of the type of content we are creating, we always aim to educate, inspire and entertain the reader. Not only that, we also hope to persuade them to take action—this could be to download an eBook, sign up for a mailing list or take advantage of an offer. Writing persuasive copy is no mean feat, so if you are keen to hone your writing to create copy that engages and delights, then read on!

On this topic, Nancy Harhut gave a great overview at Inbound 2017 of the tactics and constructs you can use to immediately make your writing more persuasive. We’ve distilled some of our key takeaways from her talk here, so that you can quickly start implementing these tips yourself!

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Topics: Life science marketing, Content Marketing, life science content, persuasive copy

How to find the right life science marketing agency [free eBook]

Posted by Craig Townsend on 12-Mar-2018 16:02:47

Competition for presence and market share continues to rise across the life science sector. Having a world-changing piece of technology or life-saving service is one thing, but how can you effectively communicate your offering to those that really need it? How do you get your message out there and make sure it resonates and drives action? No single strategy will get you the results you want, and modern marketing continuously adds new channels and tactics which always need exploring.

For these reasons, many companies decide to onboard and partner with a specialist life science marketing agency. An agency can act as an extension of your marketing team, helping to alleviate busy workloads, and can provide specialist expertise to complement and bolster the marketing and scientific knowledge of your company.

Identifying and onboarding a new agency partner can be tricky, so we've developed a free eBook to help guide you through some of the key considerations. Our first tip? Create an agency onboarding briefing document. This brief should act almost as a checklist of where you want your marketing activities to take you, laying bare your business objectives and the results you wish to generate. So, how do you create an effective agency brief? 

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Topics: Life science marketing

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

10 foolproof ways to generate more leads from your life science landing page

Posted by Richard Massey on 20-Feb-2018 11:49:23

In the life science marketer's toolbox, landing pages are the catalysts that convert visitors into leads. They have one simple function – to get prospects to hand over their precious contact details in return for that eBook, webinar or free consultation that will make their lives infinitely easier.

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Topics: Life science marketing, lead generation, landing pages