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Perfect Together One-to-One Media and New Media: The Marketing Mix for Growing  Life Science Businesses
Businesspeople The Key Audience for Life Science Companies
Who They Are <ul><li>“C” Level Executives </li></ul><ul><li>Business Development </li></ul><ul><li>Investors and Analysts ...
One-to-One Communications Webcasts Tradeshows, Exhibits Podcasts, Blogs Speaking Engagements Webinars Conferences, Seminar...
Have a Reason to Make News <ul><li>Use traditional one-to-one media to make the news, then repurpose, remarket, and extend...
What Interests Them <ul><li>The business proposition </li></ul><ul><li>Your pipeline </li></ul><ul><li>Win-win benefits </...
Pitfalls and Pet Peeves <ul><li>Treating businesspeople like consumers  </li></ul><ul><li>Too technical </li></ul><ul><li>...
Engage Them <ul><li>Visually = Reality </li></ul><ul><li>Interactively = Dialogue </li></ul><ul><li>Personally = Tailored ...
Doing It Right <ul><li>Set objectives </li></ul><ul><li>Treat business decision makers as peers </li></ul><ul><li>Simplify...
One-to-One Communications Webcasts Tradeshows, Exhibits Podcasts, Blogs Speaking Engagements Webinars Conferences, Seminar...
Comparisons Live-to-Archive Personal Cheap Reproducible Editable Unlimited Distribution Live Face-to-Face Expensive One-Ti...
Maximization <ul><li>Online recordings and archives </li></ul><ul><li>Webinars and webcasts </li></ul><ul><li>Streaming vi...
Before Using New Media <ul><li>Be aware of what’s available </li></ul><ul><li>Know what you’re getting into </li></ul><ul>...
Getting It Done <ul><li>Concentrate on running your business </li></ul><ul><li>Outsource to quickly access expertise </li>...
Results
Results from Trade Shows <ul><li>2-Day niche event; 500 attendees; 20X20 exhibit; 4 staff members </li></ul><ul><li>50 mea...
Webinar <ul><li>60-minute Webinar, with 5 participants forming a virtual panel </li></ul><ul><li>Participants conferencing...
Results from the Webinar <ul><li>Recorded Webinar </li></ul><ul><li>Created transcript </li></ul><ul><li>Interactive Q&A f...
Results from Podcasting <ul><li>Podcasting Series (3 Podcasts) </li></ul><ul><ul><li>Reliable, dedicated distribution stra...
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Perfect Together: One-to-One Media and New Media, The Marketing Mix for Growing Life Sciences Businesses

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Many life sciences businesses think their customer is a scientist, physician, or technician. This person may be the end user or influencer, but not the decision maker approving the dollars. Rather the true audience may be a businessperson, manager, or executive, the CEO, COO, CFO, general manager or head of business development. For companies seeking a communications strategy leading to funding, alliances, and licensing, as well as those marketing to hospitals and health plans a radical shift in perspective may be needed...

Published in: Business, Technology
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Perfect Together: One-to-One Media and New Media, The Marketing Mix for Growing Life Sciences Businesses

  1. 1. Perfect Together One-to-One Media and New Media: The Marketing Mix for Growing Life Science Businesses
  2. 2. Businesspeople The Key Audience for Life Science Companies
  3. 3. Who They Are <ul><li>“C” Level Executives </li></ul><ul><li>Business Development </li></ul><ul><li>Investors and Analysts </li></ul><ul><li>Institutions </li></ul><ul><ul><li>Academic and Research </li></ul></ul><ul><ul><li>Hospitals </li></ul></ul><ul><ul><li>Health Plans </li></ul></ul><ul><ul><li>Government </li></ul></ul>
  4. 4. One-to-One Communications Webcasts Tradeshows, Exhibits Podcasts, Blogs Speaking Engagements Webinars Conferences, Seminars New Media Traditional Media
  5. 5. Have a Reason to Make News <ul><li>Use traditional one-to-one media to make the news, then repurpose, remarket, and extend its lifetime using new media. </li></ul>
  6. 6. What Interests Them <ul><li>The business proposition </li></ul><ul><li>Your pipeline </li></ul><ul><li>Win-win benefits </li></ul><ul><li>Mission and vision </li></ul><ul><li>Core capabilities </li></ul><ul><li>Case studies </li></ul>
  7. 7. Pitfalls and Pet Peeves <ul><li>Treating businesspeople like consumers </li></ul><ul><li>Too technical </li></ul><ul><li>Insufficient planning for fresh content </li></ul><ul><li>Going to the wrong places </li></ul><ul><li>Low-level staffing or spokespersons </li></ul><ul><li>Gimmicks substitute for substance </li></ul><ul><li>Not enough advance preparation </li></ul>
  8. 8. Engage Them <ul><li>Visually = Reality </li></ul><ul><li>Interactively = Dialogue </li></ul><ul><li>Personally = Tailored </li></ul><ul><li>Intensively = Content </li></ul><ul><li>Consistently = Repeated contact </li></ul>
  9. 9. Doing It Right <ul><li>Set objectives </li></ul><ul><li>Treat business decision makers as peers </li></ul><ul><li>Simplify communications </li></ul><ul><li>Qualify opportunities </li></ul><ul><li>Use the most articulate, best informed representatives from your company </li></ul><ul><li>Provide meaningful content </li></ul><ul><li>Visualize scenarios that make connections </li></ul><ul><li>Rehearse and role play </li></ul><ul><li>Think distribution and re-distribution </li></ul>
  10. 10. One-to-One Communications Webcasts Tradeshows, Exhibits Podcasts, Blogs Speaking Engagements Webinars Conferences, Seminars New Media Traditional Media
  11. 11. Comparisons Live-to-Archive Personal Cheap Reproducible Editable Unlimited Distribution Live Face-to-Face Expensive One-Time Not Editable Limited Distribution New Media Traditional Media
  12. 12. Maximization <ul><li>Online recordings and archives </li></ul><ul><li>Webinars and webcasts </li></ul><ul><li>Streaming video </li></ul><ul><li>Podcasts </li></ul><ul><li>Posts to your Web site and blog </li></ul><ul><ul><ul><li>Optimize (titles, keywords, descriptions) </li></ul></ul></ul><ul><ul><ul><li>Link to like-minded sites </li></ul></ul></ul><ul><ul><ul><li>Develop e-lists </li></ul></ul></ul><ul><ul><ul><li>Distribute links by email </li></ul></ul></ul>
  13. 13. Before Using New Media <ul><li>Be aware of what’s available </li></ul><ul><li>Know what you’re getting into </li></ul><ul><li>Overcome fears and inertia </li></ul><ul><li>Acquire technical skills </li></ul><ul><li>Train on use </li></ul><ul><li>Gain the benefit of easy repurposing </li></ul><ul><li>Have your team in place </li></ul><ul><li>Commit to a publishing schedule </li></ul>
  14. 14. Getting It Done <ul><li>Concentrate on running your business </li></ul><ul><li>Outsource to quickly access expertise </li></ul><ul><li>Provide intensive input </li></ul><ul><li>Supervise and direct </li></ul>
  15. 15. Results
  16. 16. Results from Trade Shows <ul><li>2-Day niche event; 500 attendees; 20X20 exhibit; 4 staff members </li></ul><ul><li>50 meaningful contacts, recorded and qualified for ongoing follow up </li></ul><ul><li>Added to growing database </li></ul><ul><li>3 “deals” concluded in 30-60 days </li></ul>
  17. 17. Webinar <ul><li>60-minute Webinar, with 5 participants forming a virtual panel </li></ul><ul><li>Participants conferencing from locations around the U.S. </li></ul><ul><li>100 high-level attendees: medical directors from national health plans </li></ul><ul><li>Attendees generated from customer e-list, press release, and ad in industry publication </li></ul>
  18. 18. Results from the Webinar <ul><li>Recorded Webinar </li></ul><ul><li>Created transcript </li></ul><ul><li>Interactive Q&A from attendees posted to blog </li></ul><ul><li>Webinar re-distributed through links to major industry organizations </li></ul><ul><li>Industry organizations promoted to their membership by email </li></ul><ul><li>Mega account signed on as a new customer in 90 days </li></ul>
  19. 19. Results from Podcasting <ul><li>Podcasting Series (3 Podcasts) </li></ul><ul><ul><li>Reliable, dedicated distribution strategy </li></ul></ul><ul><ul><li>Email blast to 5,000 targeted, then 30,000 industry subscribers </li></ul></ul><ul><ul><li>Average 500 downloads per podcast </li></ul></ul><ul><ul><li>Commitment to monthly podcast </li></ul></ul><ul><ul><li>Growing subscribers through iTunes® </li></ul></ul><ul><ul><li>RSS (Really Simple Syndication) feeds </li></ul></ul><ul><ul><li>Maximizing through dedicated link strategy to partner Web sites </li></ul></ul>

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