cc: Life Science Podcast
Episodes
The Importance of Understanding Your Customer
29 May 2018
Contributed by Lukas
You've got to understand your customer. That sounds like marketing 101. But we may overlook why that is so important for your business. Paul Orange, G...
Hamid Ghanadan: Three Changes to Make Your Marketing 10X More Effective
14 May 2018
Contributed by Lukas
The practice of marketing is changing quickly with new technologies and channels. But using those effectively requires deep understanding of typical h...
Transparency and Corporate Storytelling
30 Apr 2018
Contributed by Lukas
I saw this article from Jennifer Oladipo that she shared on LinkedIn. Jennifer has been on the pod before and I like the topic so I asked her to come ...
Measuring Content Marketing for Life Sciences
16 Apr 2018
Contributed by Lukas
How do you tie your investment of money and effort in content marketing to actual revenue? In this episode, I talk to Chuck Miller of the Market Eleme...
Using Google Analytics to Make Better Decisions
02 Apr 2018
Contributed by Lukas
Google Analytics is a handy tool right out of the box for understanding your website performance. But if you spend a little more time inside the appli...
Using Data to Discover Opportunities in Life Science Marketing
21 Mar 2018
Contributed by Lukas
How can you spot trends in research to be more effective with your marketing efforts? What type of publicly available data will let you do that? And o...
How to Find New Leads Through Social Media
05 Mar 2018
Contributed by Lukas
...we set out to become a more approachable company and in the end, it helped us also to fill the sales funnel in a really, really massive way. Social...
Illumina Created a Podcast to Grow the Genomics Market
20 Feb 2018
Contributed by Lukas
Illumina has significant market share in genomics. How would they reach beyond their current users to grow the market for genomics analysis? A podcast...
How to Make Your Content Marketing 25% More Efficient
06 Feb 2018
Contributed by Lukas
Ian Lurie knows how to make content marketing work. I interviewed him after his presentation at the ACP-LS Annual Meeting last October. He shared a lo...
Conversation Skills You Need to Get What You Want
23 Jan 2018
Contributed by Lukas
...conversations lead to relationships, relationships create opportunities, opportunities lead to sales...-Phil M Jones I find a conversations challen...
Understanding Your Brand with The Red Thread
08 Jan 2018
Contributed by Lukas
Tamsen Webster told me " Most organizations don't know why they act the way that they do." That's a big problem for branding, because the gap between ...
How Life Science Sales and Marketing Will Evolve with Artificial Intelligence
22 Dec 2017
Contributed by Lukas
Ethan Kopit assures me that artificial intelligence is going to make our jobs easier and more interesting. Rather than replacing us, it's going to aut...
Personalizing the Customer Experience via Web Portals
12 Dec 2017
Contributed by Lukas
It's becoming easier than ever to personalize every bit of a customer's digital experience with your company, from the web to the products they have i...
The Importance of Market Share and How to Get It
27 Nov 2017
Contributed by Lukas
Companies with significant market share have a huge advantage over the competition. It's a form of social proof that has a big impact on a customer's ...
How Virtual Reality Will Change Life Science Marketing
14 Nov 2017
Contributed by Lukas
It's here. The future, that is. I got to experience virtual reality at the ACP-LS annual meeting in Boston last month. Then I sat down with Chris Bybe...
Focusing on the Nitty Gritty of Buyer Personas for Better Lead Generation and Conversion
30 Oct 2017
Contributed by Lukas
Knowing your audience is essential for any type of successful communication. If you are doing content marketing, you probably have a few different typ...
40 Minute Sales Training: The Customer Buying Process
16 Oct 2017
Contributed by Lukas
Many life science companies are shifting from a focus on technologies to be more focused on their customers. I asked Jeff Mazzeo, VP of Marketing at W...
How Waters Manages the Shift from a Technology Focus to a Customer Focus
03 Oct 2017
Contributed by Lukas
Many life science companies are shifting from a focus on technologies to be more focused on their customers. I asked Jeff Mazzeo, VP of Marketing at W...
How Artificial Intelligence Can Dramatically Improve Your Pay Per Click Campaigns
18 Sep 2017
Contributed by Lukas
Do you ever wonder about all the clicks you pay for that aren't relevant to your offering? Even if you have built a pretty good exclusion list, you co...
3 Marketing Lessons from an ESPN Podcast
07 Sep 2017
Contributed by Lukas
ESPN is in the storytelling business. Sports are nothing but stories in which we imagine ourselves as players in some way. "What does it feel like to....
How You Can Become an Exceptional Leader
21 Aug 2017
Contributed by Lukas
Not just great. Exceptional. You know someone who fits this description. It's someone you admire. He or she has a seemingly magical ability to drive a...
Growing Your Business with Customer Loyalty Events
14 Aug 2017
Contributed by Lukas
You've probably heard me say, "The most effective marketing you can do is to keep an existing customer happy." In this episode, I spoke with Bonni Sce...
Best of LSMR – Volume 3 – Content Marketing
31 Jul 2017
Contributed by Lukas
I pulled together some highlights from the last year, all related to the topic of content marketing in the life sciences. 1:30 Andy Bertera - How NEB ...
How A Content Strategist Collaborates with Peers to Master Execution
17 Jul 2017
Contributed by Lukas
We've talked frequently on this podcast and on my blog about developing a content strategy. This episode looks at it from a different angle. It's abou...
Use an Editorial Calendar Like a Media Boss to Streamline Your Content Marketing
03 Jul 2017
Contributed by Lukas
Joan Boyce knows the publishing business. So who better to talk to about how an editorial calendar is really used by a media company and how to make o...
Using Account Based Marketing and Sales to Find Untapped Potential Revenue
19 Jun 2017
Contributed by Lukas
Account Based Marketing is a popular topic right now. What does it look like in the life sciences market? Ethan Kopit, a co-founder of Acenna Data exp...
Life Science Marketing Agencies: The RFP is Dead
05 Jun 2017
Contributed by Lukas
This episode is primarily aimed at life science marketing agencies but in-house marketers will learn a few things about how to build better relationsh...
Connecting Life Science Marketing Budgets to Outcomes
23 May 2017
Contributed by Lukas
Life Science marketers have lost the link between strategy and execution. The goals they are looking to achieve are often replaced with activities the...
How Branding and Marketing Were Key to This Life Science Startup's Valuation
09 May 2017
Contributed by Lukas
A life science startup that isn't thinking so much about branding and is focused only on technology, might be missing an opportunity. Echo Laboratorie...
How to Establish Authority by Helping Google Understand Your Niche
25 Apr 2017
Contributed by Lukas
Google's objective is to rank content that either helps somebody complete a task or answer a question. Life science marketers have an opportunity to b...
Aligning Products and Communications with Customer Needs
28 Mar 2017
Contributed by Lukas
Have you ever been "gifted" a product from R&D and then expected to figure out who wants it and why? Surprisingly, this isn't uncommon. This episode i...
Can You Really Develop a Content Marketing Strategy in an Online Workshop?
14 Mar 2017
Contributed by Lukas
Well yes, of course you can. In this short solo episode I explain why an online workshop is ideal for both small and large companies. The reasons are ...
REPLAY: How the ACS Uses Content Marketing to Attract Scientists
28 Feb 2017
Contributed by Lukas
The American Chemical Society uses content marketing to attract scientists to their products - journals, which contain more content. How do they do it...
Why Hiring the Most Qualified Person Might Be a Mistake
14 Feb 2017
Contributed by Lukas
Steve Jobs said hiring is one of the most important skills a manager can have. Bob Penney is passionate about building teams. Not in the sense of "Let...
The Tables Are Turned: An Interview with Chris Conner
30 Jan 2017
Contributed by Lukas
After 55 episodes of Life Science Marketing Radio, my good friend and colleague, David Shifrin, decided it was time to flip things around and intervie...
How New England BioLabs Owns the Customer Journey
03 Jan 2017
Contributed by Lukas
New England BioLabs has been ranked at the top of life science companies for its Customer Experience. How they do that? And how they think about eleme...
REPLAY Case Study: How a Life Science Startup Uses Lead Scoring to Optimize Sales Efforts
20 Dec 2016
Contributed by Lukas
A life science startup with a narrow portfolio needs to ensure that its sales team is only pursuing highly qualified leads. With a broader portfolio, ...
Content Production Challenges
16 Dec 2016
Contributed by Lukas
According to Content Marketing Institute's Seventh Annual Content Marketing: Benchmarks, Budgets and Trends Survey, 70% of companies are going to crea...
How Will the Sharing Economy Change the Market for Life Science Products?
21 Nov 2016
Contributed by Lukas
Marc Andreesen said "Software is eating the world." Software has created markets that were previously unimaginable or impractical. AirBnB is the large...
Heading to Where the Digital Puck is Going in Life Science Marketing
07 Nov 2016
Contributed by Lukas
I honestly don't know why this wouldn't be top of your list, looking at, you know, in the spirit of not looking at where the puck is, but where the pu...
Repurposing Content
24 Oct 2016
Contributed by Lukas
David Shifrin of Filament Life Science Communications is helping me by repurposing content I have generated over the last four years on my blog and po...
Why You Should Make Audio a Part of Your Life Science Marketing Mix
11 Oct 2016
Contributed by Lukas
Audio holds unique advantages over other content types. This podcast is taken from a webinar where I discussed those advantages including the ability ...
Earned Media in Your Life Science Content Marketing Strategy
26 Sep 2016
Contributed by Lukas
Earned media (coverage in a 3rd party publication) can be a valuable element in the overall marketing strategy for a life science company. And it may ...
Using Qualitative Research to Understand Your Life Science Customer
12 Sep 2016
Contributed by Lukas
You can use a survey to find out what fraction of your customers have a certain problem or prefer a particular solution. But if you want to know why t...
How the ACS Uses Content Marketing to Attract Scientists
30 Aug 2016
Contributed by Lukas
The American Chemical Society uses content marketing to attract scientists to their products - journals, which contain more content. How do they do it...
How to Attract the Best Life Science Marketing Talent
16 Aug 2016
Contributed by Lukas
When you are hiring someone for your life science marketing team, do you want the best talent currently available (looking), or the best talent possib...
How to Use Archetypes for Differentiation and Internal Alignment
02 Aug 2016
Contributed by Lukas
Can you recall your company's mission statement? Does it help you make decisions and guide your marketing efforts? Probably not. David Chapin, chief s...
REPLAY: Want Your Written Content to Attract More Business? A Copywriter Shares His Process
18 Jul 2016
Contributed by Lukas
This is a replay of an episode from last year. I'll be back with a new episode and some very interesting guests in two weeks. You have an opportunity....
Best of LSMR - Volume 2 - New Approaches for Marketing to Scientists
28 Jun 2016
Contributed by Lukas
I pulled together these highlights from the last 7 months because they tell a story of how companies are marketing to scientists differently, from the...
How Decision Engines Change the Life Science Buying Journey
13 Jun 2016
Contributed by Lukas
Offering customers a lot of choices is a double edged sword. You almost certainly can provide the solution they are looking for - if the are confident...
How to Steal Your Prospect’s Attention with Contextual Advertising
31 May 2016
Contributed by Lukas
How can you get your marketing message in front of a niche audience of scientists? How can you find them early in the buyer's journey before they even...
Connecting the Dots Between Innovation and Value
16 May 2016
Contributed by Lukas
Innovation is an essential element of the life science industry. It can also be important for your career. Adrian Pencak shares examples of how adopti...
Making Customers Comfortable Online While Taking Bold Chances Offline
02 May 2016
Contributed by Lukas
Many small contract research organizations (CROs) don't have a full time marketing person. But they might want one after they listen to this podcast. ...
Case Study: How a Life Science Startup Uses Lead Scoring to Optimize Sales Efforts
18 Apr 2016
Contributed by Lukas
A life science startup with a narrow portfolio needs to ensure that its sales team is only pursuing highly qualified leads. With a broader portfolio, ...
How to Turn Customer Problems into Opportunities
04 Apr 2016
Contributed by Lukas
"Lots of good things can happen when you treat a customer right," says Alan Gerstein. While we'd all like to minimize customer problems, they are a na...
How Networking Creates More Career “Shots on Goal” – Tom Sellig
21 Mar 2016
Contributed by Lukas
Innovation is an essential element of the life science industry. It can also be important for your career. Adrian Pencak shares examples of how adopti...
Hrissi Samartzidou: Accelerating the Evolution of Life Science Marketing
07 Mar 2016
Contributed by Lukas
Life science customers are evolving faster than we are as marketers. Hrissi Samartzidou is working to fix that. She is VP of Marketing in the Bioscien...
3 Things Investors Want Life Science Startup Founders to Know
23 Feb 2016
Contributed by Lukas
Do you need funding to move your life science startup to the next stage? Are you considering venture capital? If so, there are a few things those inve...
What Life Science Startups Need to Establish Their Brand
08 Feb 2016
Contributed by Lukas
How do you establish a brand for a life science startup even before it has a product or customers? I was curious about this process so I talked to Kar...
Building a Life Science Blog for Professional Development (and 14,000 followers)
25 Jan 2016
Contributed by Lukas
Joe Whittaker is a marketing specialist at Horizon Discovery, but he's also the author of his own life science blog, personalizedgenes.com, for which ...
Life Science Talent Market: Tips for Job Seekers and Hiring Managers
12 Jan 2016
Contributed by Lukas
Are you a looking for a new job in life science marketing? Are you a life science marketing or sales manager seeking to hire someone for your team? Wh...
Using Structured Content for a Personalized Customer Experience
29 Dec 2015
Contributed by Lukas
When a customer does a search on your site, can she quickly narrow down the answers or will she have to sort through hundreds of documents to find the...
What Happens When Everyone Chooses Their Own Media Channels?
14 Dec 2015
Contributed by Lukas
Theral Timpson figured it out early and created a media channel after reading a book. Then he built a business on it. The book is Six Pixels of Separa...
Why Storytelling Matters to Life Science Marketers
30 Nov 2015
Contributed by Lukas
Storytelling is a word that gets thrown around a lot in marketing circles these days. But from a company perspective, what does that really mean? Why ...
Best of LSMR - Volume 1
24 Nov 2015
Contributed by Lukas
This episode features highlights from my most popular and favorite episodes of Life Science Marketing Radio from the last year. I include short clips ...
What Life Science Marketers Can Do to Improve Their Skills
16 Nov 2015
Contributed by Lukas
Dale Yuzuki started his career as a high school teacher but discovered that the technology of life science was his true passion. Having had a variety ...
Creating Online Experiences That Help Customers Engage with Your Brand
09 Nov 2015
Contributed by Lukas
Jeremy Schoales has an unusual background for a marketer in life sciences. He came to life science marketing after a career in automotive consumer ele...
How PerkinElmer Integrates Events with Marketing Automation to Improve ROI
02 Nov 2015
Contributed by Lukas
In this podcast, Marilyn Cox of the Oracle Marketing Cloud shares a case study of how PerkinElmer used marketing automation in conjunction with their ...
How to Have a Conversation with Customers Using Marketing Automation
05 Oct 2015
Contributed by Lukas
In the first part of this series, I spoke with Guy Page of Pacific Biomarketing about how life science companies can take advantage of marketing autom...
What You Absolutely Must Have to Make Marketing Automation Work
05 Oct 2015
Contributed by Lukas
Maybe you are already using marketing automation and would like to use it better. Or you are just looking into how it might be helpful to your busines...
How to Educate Investors on the Biology Behind Your Life Science Startup
21 Sep 2015
Contributed by Lukas
When you have a life science startup based on a new technology, your marketing might begin with educating customers and investors about the biology be...
Marketing and Procurement Discuss Purchase Price vs TCO
07 Sep 2015
Contributed by Lukas
Are you marketing or selling large capital equipment like refrigerators, freezers, fume hoods where the operational expense, in terms of energy consum...
Can a Mobile App Provide Data About How Life Science Products Are Used?
24 Aug 2015
Contributed by Lukas
Many life science companies are creating smartphone apps. Most of the those apps provide resources for scientists in the lab with the goal of keeping ...
How to Plan and Build a Winning Social Media Marketing Strategy
10 Aug 2015
Contributed by Lukas
Social media can be overwhelming. Even if you are just keeping up with friends, right? Understanding how to take advantage of it as part of your life ...
Case Study: Global Live Streaming of a Seminar at an Exclusive Life Science Event
03 Aug 2015
Contributed by Lukas
Imagine you are hosting a lunchtime seminar or workshop at an exclusive conference. Of course you'll record the session for on demand viewing at a lat...
How to Create a Remarkable Experience on Your Life Science Company Blog
28 Jul 2015
Contributed by Lukas
Is your life science company blog drawing the loyal audience you were hoping for? Do you want to write remarkable posts that raving fans share with th...
The Right Way to Start Your Digital Transformation
14 Jul 2015
Contributed by Lukas
A digital transformation is not simply doing the same things that we've always done, except delivering messages digitally. It's about doing new things...
How Zeiss Microscopy Developed a Successful Mobile App for Marketing
29 Jun 2015
Contributed by Lukas
Smartphone and mobile apps can be found in everyone's pocket these days. I recently surveyed a number of life science companies about how they are usi...
How to Select a System for Anything and Be Successful
15 Jun 2015
Contributed by Lukas
How do you go about selecting a system? It could be adopting a marketing automation system, a CRM or even a new platform like LinkedIn as part of your...
Why Retargeting is a “Must Have” in Your Marketing Mix
01 Jun 2015
Contributed by Lukas
There are few life science marketing tactics that can be considered a "must do". Remarketing or "behavioral retargeting" may be the exception. In this...
Why Marketers Should Be Mentors to Create Long Term Growth
18 May 2015
Contributed by Lukas
Are you neglecting an important part of your marketing funnel? You may be under pressure to to create content that will help close more sales immediat...
How to Ensure a Consistent Brand Voice Even if You Have Hundreds of People Writing Content
04 May 2015
Contributed by Lukas
I'm always encouraging life science marketers to think about how they can get more people to share the load and contribute content for marketing. Even...
Want Your Written Content to Attract More Business? A Copywriter Shares His Process
20 Apr 2015
Contributed by Lukas
You have an opportunity. It's in front of you every day. As a life science marketer, written content is a part of almost everything you do. Brochures,...
Hamid Ghanadan Talks about Persuading Scientists and Content Marketing
06 Apr 2015
Contributed by Lukas
Hamid Ghanadan wrote the book on marketing to scientists. Persuading Scientists: Marketing to the World's Most Skeptical Audience lays out his vision ...
Growing Profits through Professional Development for Life Science Sales and Marketing
23 Mar 2015
Contributed by Lukas
Improving your marketing content or tactics isn't the only way to generate more leads and increase sales. The people on your team are likely to have t...
Danny Ashton Reveals the Secrets of Successful Infographics
10 Mar 2015
Contributed by Lukas
Thinking about creating an infographic? Visual content is more engaging than straight text, and providing helpful information to your audience can be ...
I Asked a Scientist How MarCom Could Be More Helpful
25 Feb 2015
Contributed by Lukas
I was recently a part of a spirited discussion between some scientists and marketers in the Analytical Instruments Professional Network Group on Linke...
REPLAY: How to Change an Organization Through Marketing Communications
18 Jan 2015
Contributed by Lukas
A marketing communications team is often thought of as a service provider within a larger organization. MarCom tells the company's stories to the outs...
How to Change an Organization Through Marketing Communications
18 Jan 2015
Contributed by Lukas
A marketing communications team is often thought of as a service provider within a larger organization. MarCom tells the company's stories to the outs...
Trends and Best Practices for Video in Life Science Marketing
17 May 2014
Contributed by Lukas
If you are using video or considering it as part of your marketing mix and want to make sure you generate as many leads as possible, you'll want to li...