by Audrey Jestin
Share
by Audrey Jestin
Share
The evolution of scientific marketing: A 25-year reflection
So, I recently hit the milestone of 50 (at which point lots of lovely people reassured me that I don’t look a day over 49!), and it felt like the perfect time to reflect on my 25-year journey in scientific marketing. When I started out, marketing exuded glamour and creativity, with a focus on the latest quirky ad campaign. Creative advertising is, of course, still important, but it’s now just one element of the well-stocked arsenal of marketing tools we have at our fingertips. The sexy appeal of marketing is no longer about the creative directors (sorry Matt!) but more about the KPIs, the stats, the cost per lead, the ROI and the number of marketing qualified leads – and rightly so. Today, the most successful approach to scientific marketing is itself highly scientific; it’s analytical and data driven. However, the real skill lies in taking the time to choose and analyse the right metrics, and using that information to fine tune campaigns and improve them.
Empowering brands with advanced marketing solutions
This is something we do every day for our clients here at kdm. We are a driven – and a results-driven – team, and we take advantage of many different marketing technologies and platforms to increase brand awareness and generate leads for our clients. Remaining at the forefront of marketing tech is at the heart of what we do, and it means that the scientific and technical content that we create for our clients reaches the right audience. Over the next 25 years the marketing landscape will continue to evolve, but I truly believe that the experienced and skilled individuals who know how to best use digital marketing technologies will always be more important than the technologies themselves.
And, if the world really keeps progressing, maybe I still won’t look a day older than 49 when I’m 75!
SEO best practices: a guide for life sciences Good digital marketers understand the importance of a solid SEO strategy. We all want to stay ahead of the Google algorithms and achieve SEO greatness – or that elusive number one position in organic searches – but how do we accomplish this? This blog delivers some key
How to write a white paper: mastering this life sciences staple A well-written white paper is a powerful asset that both educates the audience and enhances your brand reputation, but opinions vary wildly on what the perfect draft entails, with conflicting preferences in style, purpose and level of detail. In the last month alone, we’ve
Nanotechnology seems to be everywhere these days – in medicine, electronics, and even in clothes and mascara. But what exactly is it, and why is it so important? In this blog, we explore this fascinating topic to give you a brief overview of its past, present and future. The origins of nano The term
The kdm communications office is just a stone’s throw from the historic city of Cambridge, and many of us are fortunate to call this area home. The university city has long been a hub for innovation, research and entrepreneurship, making it the perfect environment where scientific and technology companies can thrive. But what can a