Flow Cytometry

How can you make your marketing and content more persuasive?

By Paul Avery and Clare Russell, Managing Directors at BioStrata


key part of being a life science marketer is getting our target audience to take action – whether that’s to sign up to a mailing list, download an eBook or take advantage of an offer. This means that, regardless of

the type of content we’re creating, the stories we tell must be compelling, per- suasive and really resonate with our intended readers. Even when our target audience includes scientific experts with a wealth of

expertise on a given topic, they are often still seeking out new insights about their field of interest and the activities of their peers. There’s always a gap between what the reader knows and what they want to know, leaving them with questions that our content needs to address. As such, when crafting a story, you should always aim to answer the key

questions your readers might have. Journalists have a handy rule that works for a range of scenarios; it’s known as the ‘five Ws plus one H’ rule, which stands for ‘who’, ‘what’, ‘where’, ‘when’, ‘why’ and ‘how’. Address these in your headlines, subject lines, copy and captions, and you’ll successfully draw the reader’s interest. One of the best ways to uncover and address the questions and issues that

most interest your prospects is by taking a buyer persona-driven approach to your content marketing strategy. By stepping into the shoes of your prospective customer, understanding their wants and needs, and asking how content can help them achieve their goals, you’ll be well-placed to create persuasive stories that compel your reader to take the next step. To learn how BioStrata’s approach to creating compelling content for

inbound marketing and PR programmes could support your organisation’s growth, book a free assessment today – visit:

fluorescence detectors, the system also features a user interface that is designed to be intuitive for non-experts.

Beckman Coulter Life Sciences also offers a broad selection of systems for both routine and high-com- plexity flow cytometry applications. Its CytoFLEX Platform encompasses three compact instrument models designed to deliver optimal excitation and emission, minimise light loss and maximise sensitiv- ity. The most advanced system in this range, the CytoFLEX LX, allows up to six lasers to be used, providing up to 21 fluorescence channels.

The Intellicyt® iQue Screener PLUS platform is an integrated instrument, software and reagent system that facilitates rapid, high-content, multiplexed analysis of cells and beads in suspension. Three optical configurations are available, based on either two or three lasers, which permit the use of up to 15 detection channels. The system is designed to deliver insights quickly, with a detection rate of up to 35,000 events per second and enhanced data visualisation tools that support rapid interpreta- tion of results (Figure 4).

Conclusion Improvements in flow cytometry reagents and instrumentation are helping to extend the analyti- cal capabilities of this powerful technique. Recent advances in system flexibility, throughput and mul- tichannel detection capacity are already helping scientists obtain more useful information from phenotypically diverse cell samples. As the insight that can be obtained from flow cytometry grows, its impact on existing and novel fields of drug dis- covery is set to expand.


Helen Stewart-Miller is Director of PR Services and Dr Richard Massey is a science writing consul- tant at BioStrata, a life science specialist marketing agency. The company’s growing team in Cambridge (UK) and Boston (US) includes a signif- icant number of people with deep scientific experi- ence and knowledge. The agency offers a range of services from strategy, branding and message devel- opment through to content creation, creative design, digital marketing and public relations.

36 Drug Discovery World Spring 2019

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