All posts in Strategy

Do You Have the Right Marketing Team for Long-Term Success?

Do You Have the Right Marketing Team for Long-Term Success?

This article is based on findings included in SCORR Marketing’s “2014 Marketing Trends in Drug Development Services.”

In September, SCORR finalized its second annual survey of more than 100 key decision makers in the drug development services industry across the discovery through commercialization services continuum. Read more…

10 Takeaways From HubSpot’s INBOUND 2014

10 Takeaways From HubSpot’s INBOUND 2014

I’ve been to numerous marketing and advertising seminars, boot camps and conferences, but I’ve never been to anything as big as HubSpot’s annual INBOUND 2014 marketing conference. In its first year, it drew 1,300 attendees. This year, more than 10,000 from 50 countries attended. Buzz around “inbound marketing” — a term coined by Read more…

SCORR’s Top 10 Trade Show Promotions

SCORR's Top 10 Trade Show Promotions

Week six in our 10-year celebration is an homage to all of our trade show travels. When SCORR’s feet are on the trade show floor, attendees know. Read more…

Face-to-Face Marketing: Best Practices for Trade Show Promotions

Face-to-Face Marketing: Best Practices for Trade Show Promotions

There was a time when nearly all our business transactions were conducted face-to-face. Gas to groceries, if you were going to buy something — or sell something — eyes were going to meet and direct conversation would ensue. Depending on the type of transaction, a lot of those encounters would end in a handshake. Read more…

Improving Operational Quality Through Customer Insight

Improving Operational Quality Through Customer Insight

When you consider that it costs six to seven times more to acquire a customer than to retain one, and that the value of a happy customer over time goes far beyond what they may actually spend with you, you begin to understand why it’s vitally important to know what’s going on inside your customers’ heads. Read more…

Launching the New LifeConEx Website

Launching the New LifeConEx Website

SCORR recently launched a completely renovated website for LifeConEx. What follows are some thoughts on the creative process from the SCORR team that built the new website. Read more…

Three Things Marketing Programs Could Use More of In Our Industry

Three Things Marketing Programs Could Use More of In Our Industry

This is the final article in a series of three based on findings included in SCORR Marketing’s “2013 Marketing Trends in Drug Development Services.” Download the full report here.

Read more…

DDS Marketing Needs: What’s In, What’s Out and What’s In Between?

DDS Marketing Needs: What’s In, What’s Out and What’s In Between?

This is the second article in a series of three based on findings included in SCORR Marketing’s “2013 Marketing Trends in Drug Development Services.” Download the full report here. Read more…

Industry Experience Matters for Your Marketing Program

Industry Experience Matters for Your Marketing Program

This is the first article in a series of three based on findings included in SCORR Marketing’s “2013 Marketing Trends in Drug Development Services.” Read more…

Nice to Meet You: Introducing Two New Brands at SOT

Nice to Meet You: Introducing Two New Brands at SOT

The Society of Toxicology (SOT) 2014 Annual Meeting is the world’s largest toxicology trade show. For many of our clients, it marks a big opportunity for their brand to soak up the spotlight. Read more…

8 Ways Social Media is Working in Our Industry

8 Ways Social Media is Working in Our Industry

Social media is part of our daily lives, whether or not we even use it. In fact, every day 44% of Americans are exposed to tweets through other media (television, radio, etc.).1 Read more…

Inbound Marketing

Are You Bound for an Inbound Marketing Tool?

Are You Bound for an Inbound Marketing Tool?

Would you rather buy an apple on your own in a grocery store or from a street peddler pushing his best produce into your personal bubble? Have you ever asked a cold-call salesman to remove you from his list or actively put your name on the Do Not Call Registry? Read more…

The Super Bowl Ads of Drug Development Services

The Super Bowl Ads of Drug Development Services

For $4 million USD, you could have landed 30 seconds of face time with 112.2 million U.S. viewers. No, you didn’t see a single clinical research organization, Read more…

Direct Mail Strategy

7 Things to Think About Before You Put a Stamp On It

7 Things to Think About Before You Put a Stamp On It

Greetings from Hawaii!” is set against palm trees that overlook a glasslike ocean. You flip the postcard over, and there’s a message scrawled in a way that makes you feel like the person who sent it was in a hurry to get back to whatever he was doing, but wanted to share a piece of his experience with you. There are subtleties in the way words are written, blots of ink where a human made mistakes and postmarks on top of stamps that let you know that the card has been places. Read more…

We Got Rid of Our Digital Marketing Department and You Should Too

We Got Rid of Our Digital Marketing Department and You Should Too

What is digital marketing? What is inbound marketing? What is social media? Do we need teams?

I’ll admit, SCORR wrangled with questions like these for a long time. The majority of our new clients who have done their own marketing do as well.
Read more…

Some Things Never Change

Some Things Never Change

As I often do, I’d like to wax poetic about the old days of marketing. I was recently reminded of the massive and painstaking Gantt charts I used to help make to dissect the buying process and provide if-this-then-that steps that sales or marketing teams could take once a customer was engaged Read more…

Optimizing Email Marketing

A Quick Intro to Optimizing Your Email Marketing

A Quick Intro to Optimizing Your Email Marketing

We’ve all received the weekly Target, Old Navy and Bath and Body Works emails, full of rich imagery and specials. News, coupons and more are being delivered constantly to inboxes in lieu of costly direct mail fliers Read more…

Marketing is Pre-Sales

Marketing is Pre-Sales

Build a brand or hire a salesperson? Chicken or egg?

I was recently in touch with a friend in the drug development services industry. He heads up business development for a small research organization. Long story short, his company is at a point of contention about how it can best allocate its sales and marketing budget. His team is down to two options: 1) invest in marketing and developing a brand or 2) hire another salesperson. Read more…

Made to Last — Building a Brand with Staying Power

Made to Last — Building a Brand with Staying Power

In the initial steps of building a brand, sometimes even in RFIs we receive, our potential and current clients often ask: What are the critical success factors required from our company in order to develop an effective brand and communicate it? In other words, they want to know what their company can contribute to the process to ensure success. Read more…

How marketing lost its meaning.

How Marketing Has Lost Meaning in Our Industry

How Marketing Has Lost Meaning in Our Industry

Don’t Mistake Marketing for a Science when you’re Marketing Science

You’re all the same — cynics, skeptics, doubters and nonbelievers. The glass is always half empty. You start with “no” and have to be convinced of “yes.” You act like I’m trying to sell you glitter and a fog machine. All this to say, “There is no free lunch for marketers in this industry.” Read more…

Why Budgeting Beats Sporadic Spending

Why Budgeting Beats Sporadic Spending

Why Budgeting Beats Sporadic Spending

At the outset, many of our clients are hesitant to pose a budget to our team. Similarly, we find that companies that handle their marketing in-house are sometimes wary to give their team a definite annual budget to work with.

While we do have some clients who enter a partnership ready and willing to entrust us with their entire annual marketing budgets, we get the sense that most feel that giving a marketing team a budget dollar amount is akin to letting the fox run wild in the henhouse. Read more…

We’re Getting Shortsighted and Impatient

We’re Getting Shortsighted and Impatient

Marketing is by and large considered an expense without a guaranteed return. Even when marketing makes strides for brands, it can be hard to correlate success directly back to specific marketing efforts. Read more…