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.
The internet has been cheered as a marketer’s paradise. It moves fast, returns results fast, and gives unprecedented measurement opportunities.
However that speed can work against you, and so can the siren song of measurability. In this webinar you will learn what is works today and more importantly, what is losing ground. You will learn what approaches have a future and those that don’t. Finally, you will learn what measurements to use and when — and why your experienced gut still matters when it comes to marketing campaigns.
If you want to seriously grow your science marketing you will need a tested, well thought out plan. This webinar serves as the framework for your plan.
For the past 5 years, Life Science marketing has revealed the Scientist’s Customer Journey, from first contact to becoming a customer, takes 90 Days to over a year to close. That means that your target audience is not waiting to buy, or even requesting quotes and demos because they are interested now.