Blogs

After 25 years working in life sciences marketing, I thought I’d seen every iteration of the ‘digital transformation’ conversation. But the latest research from LINUS and SelectScience reveals something that should concern every marketing leader in our industry: we’ve fundamentally misunderstood what our audiences value.   The numbers are stark. Three out of four channels

There is no doubt that, in an age of information overload, standing out is more challenging than ever, especially in the life sciences and healthcare markets. Video marketing offers a fantastic opportunity for brands trying to communicate complex ideas, products and services. After all, YouTube is the world’s second-largest search engine, with over a billion

What is data-driven marketing? Data-driven marketing is the practice of using measurable insights to inform, execute and refine your campaigns. It’s about continuous improvement and replacing assumptions with evidence. Data-driven marketing uses facts – not gut feelings – to guide everything from content creation to your choice of marketing and outreach channels. It’s marketing that’s

Even after 25 years in life science marketing, I’m still astounded by the continuous flow of new scientific knowledge and innovation making the world a better place – improving diagnostics, creating novel therapies, developing clean energy technologies, tackling environmental pollution etc. Without exception, the brilliant teams of people responsible for these breakthroughs are qualified to

Why is strategic budget allocation important in life sciences marketing? Marketing in the life sciences isn’t about impulse buys or flashy promotions. In this business-to-business (B2B) or scientists-to-scientists (S2S) world, marketing needs to educate and guide deeply technical, highly educated audiences through long, complex decision-making processes.   This is where a targeted, strategic approach proves

If there’s one thing that I’ve learned over many years of scientific marketing, it’s that no industry is immune to the power of social media – not even healthcare. It’s no longer a nice-to-have; if you are marketing a global healthcare brand, social media is a must, and any solid social media strategy starts with

Building a solid brand plays an enormous part in gaining trust with the audience in any sector. This is especially important in healthcare, as healthcare professionals (HCPs) and patients will only buy from brands that they have 100 % confidence in. Medical devices, diagnostic instruments, single use disposables, PPE and sterilisation systems are all designed

Email marketing is a powerful and cost-effective digital marketing tool to help you reach your target audience. This is certainly the case in the life sciences and healthcare industries, where it’s proven to be essential for engaging with decision-makers. While marketing apps and platforms trend in and out, email marketing remains a steadfast approach to

Scientists are a curious bunch, with a built-in thirst for knowledge, making the life sciences industry a rich breeding ground for information. As individuals continuously seek to further their understanding of, often, highly niche areas, companies working in the sector have a great opportunity to deliver valuable and engaging content that will draw in potential

Competing for share of voice on the global stage is increasingly challenging, especially amid the ceaseless bombardment of information from assorted channels. Some platforms are even guilty of publishing so called ‘fake news’, leading to an audience that is rightly cautious of where they find their information – and what it contains. Reputable sources can

Scientific communication is much more than written word; images, illustrations, videos, podcasts and infographics are equally important in developing a cohesive narrative, as well as making your story easier to digest. It will be visuals, not your well-crafted copy, that first catches the eye of potential customers, from your company logo to the striking colour

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 insights into SEO in life sciences digital marketing,