Forma Life Science Marketing

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Common Marketing Errors: Part 2, Vol. 2, No. 8, 10/5/2010 Summary: Having worked in the life sciences for more than two decades, we have seen a number of marketing errors commonly made by life science companies. As a follow-up to last month ’s article about strategic errors, this month we ’ll discuss some widespread tactical errors and provide suggestions about how to both identify and address them. Read more > Common Marketing Errors: Part 1, Vol. 2, No. 7, 8/16/2010 Part One of Two: Five Strategic Errors. Summary: Having worked in the life sciences for quite a while, we have seen a number of common marketing errors made by life science companies. This month we will address some common strategic errors – next month we ’ll cover tactical errors. Note: to help you identify your own marketing errors, we have created a short marketing self-assessment. This will provide some insight on how your marketing efforts compare to those that are considered “best in class. ” At the end of the assessment, you ’ll be given your score and a link to a video that will help you interpret your results. There are only nine multiple-choice questions in this assessment. The assessment and the answers are free. You can take it here. Read more > The Content Marketing Life Cycle, Vol. 2, No. 6, 6/17/2010 Summary: Content marketing is an effective way to drive your life science brand ’s positioning and engage your audiences and prospects. In this issue we ’ll introduce the idea of a content life cycle, known as P7. Managing the P7 life cycle from Step 1, People all the way through Step 7, Promotion will allow you to harvest the greatest possible benefit from your content. Read more > Creating Compelling Content., Vol. 2, No. 5, 5/14/2010 Summary: Content marketing can establish your life science brand ’s positioning and engage your audiences, but attaining these benefits depends upon having compelling content. To create this content, you need the right focus, the right form, the proper filters and the optimum frequency. In this issue, I discuss these factors and provide some tips for creating compelling content. Read more > Planning Your Life Science Company ’s Content Marketing Initiative., Vol. 2, No. 4, 4/12/2010 Summary: Content marketing is an effective way to drive your life science brand ’s positioning and engage your audiences and prospects. In past issues we covered the attitudes and behaviors that must accompany a content marketing initiative; we now focus on planning this initiative. Planning should be based upon an intimate understanding of the six factors for content marketing success. They are known by the acronym S-T-R-E-A-M: your Strategy, Topics, Resources, Environment, Audience and Measurement. We ’ll start this issue with a real-world example of the results that content marketing can achieve. Read more > The Benefits of Content Marketing Strategies to Life Science Companies, Vol. 2, No. 3, 3/12/2010 Summary: Content marketing is all the rage in some marketing circles. But many life science companies use surprisingly little content marketing.

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