There are not many areas of business strategy and execution that are currently changing as fast as marketing. Buyer behaviour continues to evolve rapidly while ubiquitous access to the internet, the rise of social media, and the ‘always connected’ lifestyle afforded by mobile technology are all shaping how we find, research and buy products. This means that life science marketers must rapidly adapt if they are to stay ahead of these trends and effectively reach and influence their target audiences. To help, our team recently put together an educational symposium to discuss the ‘Evolution of Life Science Marketing’, where we discussed how these trends are changing the way we effectively market and sell to scientific professionals. In this blog, we provide a quick summary of the event.
How is life science marketing evolving (and what can we do about it)?
Depending on who you speak to, the ‘old ways of marketing and selling’ are often described as fundamentally broken and in serious need of repair. While we wouldn’t go as far as that, there are certainly opportunities to optimise how life science companies target, reach and engage their prospects.
So exactly what factors are driving these changes, and what new tactics can we leverage to get ahead of our competition?
The Evolution of Life Science Marketing event was designed to answer these questions, while also providing a wide range of actionable tips and tricks to help life science companies get better results from their marketing efforts. The afternoon event included four sessions, covering the following:
Session 1: The five inconvenient truths of modern marketing (Dr Paul Avery, BioStrata)
- What the data says about how buying behaviour has changed (and the impact this has on marketing performance)
- Why tracking performance and proving return on investment (ROI) is more important than ever (and a growing pressure for marketing teams)
- How technological advances and new tactics like inbound marketing can help overcome these challenges
Session 2: The what, why and how of inbound marketing (Chris Rooney, HubSpot)
- What is inbound marketing and how does it compare to other marketing methods?
- Why does it deliver a higher ROI than most other marketing methods?
- How and when should you implement inbound marketing?
Session 3: How to build and execute the perfect inbound campaign (Craig Townsend, BioStrata)
- Why defining your strategy is the difference between success and failure
- A practical look at the 5 key steps you need to take to create your own inbound programme
- Monitoring performance: what to look for and how to ensure you get the best results
Session 4: Case study – How Aptuit transformed its marketing strategy using inbound marketing (Jim Regan, Aptuit)
- Why Aptuit chose to focus on inbound
- How the company successfully implemented inbound, increasing web traffic by 1500% and lead generation by 700% over a 6-month period
- Tips and tricks for implementing inbound marketing within your life science company
Watch the videos from the event
Don’t worry if you could not make it to the event – we captured every session on video for you to enjoy at your leisure! Simply click on the button below to gain access to all four videos from the event.