The Covid-19 pandemic has resulted in many changes in the way we all work, as well as the drastic health consequences we have been unfortunate to experience or witness. In this short video, our MD, Dr. Seema Sharma describes some business challenges that have presented to us as an agency focussed on the scientific field, and how we have adapted our life science marketing services.
Recent Life sciences marketing
In celebration of this year’s international women’s day, we’ve taken a look at some of the women who have changed science over the last century.
Women who’ve changed science
Marie Curie: Physicist
Year: 1903, 1911: Double Nobel Laureate for Physics, and Chemistry
“We must have perseverance, and above all confidence in ourselves”
Joan Clarke: Mathematician, Cryptanalyst
Admiral Grace Hopper: Computer scientist, Naval Officer
Years: 1941, 1952
Rosalind Franklin: Crystallographer
Rita Levi-Montalcini: Neuroembryologist
Year: 1986 Nobel Laureate in Physiology or medicine
Christiane Nüsslein-Volhard: Geneticist
Nobel Laureate in Physiology or Medicine
Linda B. Buck: Neurobiologist
Year: 2004 Nobel Laureate in Physiology or Medicine
Elizabeth H. Blackburn: Cell Biologist
Year: 2009 Nobel Laureate in Physiology or Medicine
May-Britt Moser: Neuroscientist
Year: 2014 Nobel Prize in Physiology or Medicine
Jennifer A. Doudna and Emmanuelle Charpentier: Protein Biochemists
Year: 2020 Nobel Laureates in Chemistry (joint)
For further female pioneers – take a look at our infographic “Pioneering women in science.”
We’re celebrating 5 years since our launch this month! Onyva the Agency, founded by our MD Seema Sharma, officially launched in September 2015. We have been providing marketing services to the scientific sector for half a decade! During that time we’ve partnered with diverse clients in scientific publishing, biotechnology, medical diagnostics, research instrumentation and cancer charity sectors, to name a few.
‘We’re very proud to have reached this milestone, and provide our marketing expertise combined with our scientific and industry-specific knowledge to our growing client base. The recent challenges faced globally with the Covid-19 pandemic, have meant that we’ve had to work more closely to support the health, medical and life sciences sector in rapidly emerging situations with tight deadlines. We’re looking forward to the next 5 years, and expanding our Public Relations and bespoke marketing software offering.’
Dr. Seema Sharma. Founder and MD, Onyva the Agency.
For further information contact the team on email@example.com
During the recent challenges, we would like to assure existing and new clients that we will continue to support them with all marketing projects.
We are fortunate to be able to work remotely, and have all the infrastructure in place for our team. We are keeping abreast of,and adhering to all of the government advice issued on Covid-19.
We are infinitely grateful to all those working in the medical and healthcare sector who are at the frontline of keeping everyone well, and don’t have the option of working from home.Please don’t hesitate to get in touch with any queries you may have directly, and stay well.
Over the next few weeks, we seek to get your input on the marketing resources and support, that could help you with your business goals in 2020! If you’re a life science company, or work in a related scientific sector, it would be great if you could fill out our short poll.
It’s embedded below and should only take a minute or two – we promise! We greatly value your opinion – and in the future this will help us deliver the best free content and marketing consultancy services.
What’s more, there’s an optional opportunity to provide your email for entry into a prize draw for office goodies at the end of the survey. *Extended* We will select and announce the winner on Mar 31st 2020.Marketing support for the life sciences sector
Interested in getting more marketing tips for the life sciences sector? Take a look at our recent article ‘Toolkit for life sciences marketing: Strategy, email & SEO.’
In this summary article, we’ve collated insights and tips into key marketing tactics, if you’re working in the scientific sector. These include the fundamentals needed for a life science marketing plan, email marketing advice for the scientific sector, and an SEO checklist.
Life sciences marketing plan: Fundamentals and InfographicThis article, includes a useful infographic and covers the key background work you need to do, before you formulate an effective life sciences marketing strategy. These fundamentals, that cover customer personas, product, targets, form a core basis for both inbound and outbound marketing tactics.
Email marketing for the Scientific SectorIn this post, we cover prerequisites for getting your email marketing up and running optimally. We consider relevant content ideas for the life sciences, biotech, medical and related sectors — with tactics on how to grow and establish your subscriber list. We summarise the key email platform providers and provide insights on layout. In addition we cover approaches to lead nurturing and cadence.
Navigating SEO: Tips and infographicNavigating SEO in a B2B scientific product marketing setting is business critical, but comes with its own unique challenges. In this post, we provide key pointers on starting your SEO plan. This is complemented with an infographic SEO checklist into tactics and resources, to ensure you’ve got the key things covered.
In summaryDoing your groundwork is essential to provide direction and a solid foundation for your overarching marketing plan. It’s important to take time to choose your platform, consider subscribers, plan content and optimise layouts for effective email marketing. Similarly, SEO for the scientific sector often sees you competing for similar technical terms, so optimising iteratively, is essential to get ahead.As your first quarter progresses, you may need to modify to account for changes. This could be due to market factors, a new offering from a competitor, for example, or sales underperformance.
Adaptability is a key skill for life science marketing success. If you need life science marketing consultancy Email us today!
Stage 1: Fundamentals and Foundation work
If you’re in the early stages of formulating your B2B biotech, or life sciences marketing plan, or alternatively need some pointers to get started, you’ve come to the right place. Over the next few weeks we’ll publish a series of short articles and infographics to help with key steps. We will base them on our direct and extensive experience of marketing in the life sciences and biotech industry. Additionally, we plan to cover key marketing channels, goals and how to measure success.
Our first article covers key background work that you need to do, before you formulate any effective life sciences marketing strategy. It’s important that you take time to ensure you have these fundamentals in place as a solid foundation to direct you. You will need them on both inbound and outbound aspects of your marketing. Dedicate this time in advance before outlining all the specific plan details, including marketing channels and scheduling.
1. Customers and Personas
You need to have a clear insight into your current customer base, and specifically what qualifies them as leads for your products. Ensure you know what lead qualification data you hold and where the gaps are — e.g email, job titles, location, life science research or technology areas of interest, sector (academia, Pharma etc.,), purchasing history, to name a few. Note that the latter should be captured through active opt-in from subscribers to comply with your country’s data laws. Ask yourself — can you split them into different personas, or demographic groups? Do they need a different marketing approach and campaign? Who makes the purchasing decision? How do you keep in touch with your customer base and inform them about your products? What is the current approach used to retain customers and make them loyal to you?
2. Products, market positioning and price
Product USP and lifecycle phase
If you’re responsible for a specific product or product portfolio, you need to have a clear vision of the product USP. Which stage of the product life cycle is it at — introduction, growth, maturity or decline? Different approaches are needed for each stage. It’s common for a product that’s developed in-house to be preceded by a lab to launch stage. After initial feasibility and idea generation, it’s common to invest considerable time and money for R&D, testing, QC and compliance. An alternative is the use of an OEM (original equipment manufacturer) model. Here, you opt to buy and source a product or technology from a smaller supplier, and rebrand it to sell to your customer base.
In-house development versus OEM
If you’re offering a unique product that you’ve developed in-house, you have an advantage in the market. However, you may also need to recoup considerable development costs with your pricing.
A rebranded OEM product can have smaller margins, but you forfeit development costs. As a result, market positioning could be very different to an in-house product. Especially, if your competitors are doing the same thing, or the OEM manufacturer is also selling the product directly to customers.
So, how do you differentiate your product to the customer? Critical to success are your brand reputation in the area, and out-manouevering your competitor on customer reach in the target market. Other ideas include further in-house testing, more expedient delivery, and better support to help your re-branded product get ahead. You need to communicate these advantages clearly in your marketing messages.
You should be also be aware of the product pipeline for the upcoming year, including new product releases prior to starting your annual marketing plan.
3. Competitor Analysis
You need to have a clear idea of the position you occupy in the market with your products, before you embark on marketing activities. This also feeds into determining your USP. Hence, a competitor analysis is a fundamental part of your marketing plan. You need to identify your competitors and evaluate their strategies to have a thorough understanding of their strength and weaknesses, relative to your offering.
4. Your sales growth targets
A critical task is to establish annual projections for growth for product offerings to help prioritise your marketing activities. This will help you allocate marketing time and budget effectively as well. Depending on your company structure, this may be the remit of the sales team. It’s important you have a clear understanding for the basis of sales projections. They may be based on year on year growth trends from previous performance — so-called bottom up approach. Alternatively, they can be the result of a company priority designated by the executive board, or the revenue you require to recoup R&D costs of a new product. This will help direct your strategy. The latter two reasons may require more initial time and effort allocation than the former. Especially if your product is already in a sustained growth phase.
5. Available Budgets
You need to have an idea of your allocated fiscal marketing budget. If you have a joint budget pool for your team, it’s common to have to submit a plan as justification for the budget you receive.
Doing your ground work is essential to provide direction and a solid foundation for your marketing plan. As your first quarter progresses, you may need to modify to account for changes. These could include unseen market factors, a new offering from a competitor for example, and sales performance. Indeed, adaptability is a key skill for marketers who suceed. However, researching thoroughly at the planning stage provides you with clear justification for the strategies adopted.
Want to receive further life science marketing tips and high-res versions of all of our marketing plan infographics?
Or get in touch with us for life science marketing consultancy now.
Onyva The Agency launched in September 2015, as a specialist scientific marketing agency. Founded by our Managing Director, Dr. Seema Sharma, our aim was to provide marketing excellence for life sciences, medical and technical fields. Since then, we’ve had an exciting journey working with several clients in diverse fields. These include medical diagnostics, scientific publishing, software and biotech, to date.
It’s been a busy and creative time at Onyva. To give you a flavour, here’s a selection of some of the things we’ve done for our clients over the past year:
What’s been keeping us busy…
- 9 bespoke cell culture kit label designs
- 6 content marketing articles
- 5 e-mail campaigns (beta-testing software launch, medical product marketing)
- 5 medical, software and life sciences marketing flyers
- 3 medical infographics
- 2 medical and life sciences company branding projects
- 2 biotech white papers
- 1 e-mail platform consultation, integration and launch
- 1 medical PR release
- 1 web redesign and content creation
- 1 life sciences catalogue
- 1 medical case study video
and a whole lot more!
The feedback we have to date suggests we grasped technical product concepts quickly. Clients stated that this saved them time in explaining concepts, and their campaigns benefitted from this understanding. This was particularly valued for content creation, infographic design and targeted email campaigns. We’ve always ensured the latter were tailored to our clients customer base, taking time to discuss individual customer personas and messaging.
‘Onyva The Agency has provided concise, targeted and well crafted articles for the Mendeley Careers website: the content has bolstered the site’s reputation as well as its Search Engine Optimisation. Seema is a consummate professional and a pleasure to work with.’ – Dr. Christian DeFeo, Product Marketing Manager – Mendeley | Elsevier.
During the last year, our clients have varied considerably. We have worked with start-ups, possessing no marketing infrastructure, who are at a preliminary stage of establishing their brand, product and customer base. In contrast, our marketing agency has also helped established companies, founded over a century ago. As a result, we have had to take a highly adaptive approach to our clients. Critically, we’ve always taken time at the start of a project to assess a client specific needs. We’ve communicated this in depth with our partners, to ensure we focus on the right marketing channels with content relevant to their phase of growth.
‘Since our launch, we have worked successfully to bring a diverse range of marketing solutions to our clients in the life sciences, tech and scientific fields. We look forward to the year ahead, with the aim to provide the best possible scientific marketing services.’ –
Seema Sharma, Founder and MD, Onyva The Agency.
If you need scientific or tech marketing expertise in 2018 — let’s talk
e: firstname.lastname@example.org T: +44 1223 790557