All posts tagged Strategy

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.

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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…

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…

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…

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…