The latest news, tips and insights from science and 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: 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: Marketing, Careers

4 things I love about working as an inbound account manager in life science marketing

Posted by Ol Anscombe on 22-Jun-2018 14:57:36

As a life science graduate, I found myself facing a huge decision when it came to my future career: stay in the lab, or foray into the commercial world. After running a number of experiments in my head, and having studied the results with care, I decided to test myself in the world of life science marketing. This was a decision I will never regret.

Perhaps you’re a recent science graduate who is considering making a similar decision? In case it helps you with that process, here are four things I love about working in life science marketing.

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Topics: Marketing, Careers

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

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: Marketing

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

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 life science 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: 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: 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: Marketing

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

Posted by BioStrata Team 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 life science 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: Marketing