Expert Advice

The data are in. Content works. As the internet matured, buyers in all industries began educating themselves before making a buying decision. When prospects get in touch with you, they’ve likely made up their mind already. How, then, can you affect their decision? “Publish or perish” has been standard advice for scientists since the early […]

If you are looking for a way to educate your readers on a specific topic while collecting valuable leads at the same time, a white paper might just be the way to go. With a typical length of at least six pages, white papers are long-form content pieces about specialized topics, such as individual markets […]

For many people, the mere thought of having to write a content piece comprising more than 200 words is daunting. In the life sciences, as in other industries, writing requires a specific skill set and uses time and energy which are often needed for other important tasks. In these situations, it can be helpful to […]

Email marketing is almost as old as the internet itself, and it’s just as relevant to modern businesses.   To be in possession of someone’s email (especially when they want you to have it), means you have a direct line to their mind.   Every economically active demographic uses email. Despite every kind of challenge […]

Digital marketing is powerful. Content marketing, in particular, is proving to yield incredible results. According to Demand Metric, content marketing costs 62% less than traditional marketing while generating roughly 3 times as many leads. You don’t want to rely on averages, however. Why implement a strategy and just hope that it works?   You might […]

“Your brand is what people say about you when you’re not in the room.” – Jeff Bezos   Your personal brand is essentially your professional reputation, publicised.   In this crazy century, every individual has become the writer, editor, and creative director of their own publication.   The internet has made the wisdom of company branding […]

Infographics enjoyed a hay day in the early 2010s. They were a fresh idea and a welcome change to the standard blog post format which the internet was already flooded with.   They worked so well in catching the consumers’ attention, that their decline came as quickly as their rise. As with any new medium, […]

The life science sector is full of ambitious professionals who are both overwhelmingly busy and voracious learners.   This presents a problem and an opportunity. If you can employ educational marketing to your market, leaving your readers significantly more informed on an important issue than before they found you, you can position yourself as a […]

Life science and pharmaceutical companies are notoriously cautious toward digital trends. Perhaps you have experienced this in your own company. You may have tried to push a marketing strategy that is almost old-hat in other industries by now, like email autoresponders, only to hear something along the lines of, “We’ve always done it how we’re […]

In 1989, Joshua Boger, founder of Vertex Pharmaceuticals, was on a mission to launch a new generation of biotech companies, but he didn’t have much to show. Fortunately, he understood rapidly that a biotech company needs a solid story in order to succeed. In biotech, “your story is your product”: people need to be enthusiastic […]