Life sciences marketing


Recent Life sciences marketing

Continued marketing support_Onyva_Covid19

Continued marketing support

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.

Life science marketing short survey CTA

Survey poll: Marketing support for the life sciences sector

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.’

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 science marketing article link

Life sciences marketing plan: Fundamentals and Infographic

This 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 article

Email marketing for the Scientific Sector

In 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 article link

Navigating SEO: Tips and infographic

Navigating 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 summary

Doing 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!
Life Sciences Marketing Plan Preparation

Life Sciences Marketing Plan : Stage 1


Getting started with your life sciences marketing plan…

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.

In summary

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?

Sign up here

Or get in touch with us for life science marketing consultancy now.

Onyva Scientific Marketing Journey

Our journey, as a scientific marketing agency

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!

Scientific Marketing

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.

Seema Sharma Founder and MD‘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: info@onyva-agency.com T: +44 1223 790557