Marketing Strategy

Marketing Personas. Why Do We Need Them? And How To Develop Them

Scientific marketers often have a harder challenge than their peers in reaching their target audience, many of whom spend significant times in the lab. The COVID-19 crisis, while devastating, provides some unique opportunities to reach these people, while they are working from home and sitting on computers. There is currently a unique opportunity for marketers …

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What is Marketing Strategy and Why Does It Matter in Life Science?

There is often confusion within Life Science organisations about the difference between strategy, branding and marketing. Should organisations be doing all 3 and who should be responsible for each? While strategy has mainly focussed on achieving competitive advantage and marketing has concentrated on driving sales, the sources of competitive advantage have shifted bringing strategy and marketing closer together with a common purpose to better serve the customer.

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