Stem Cells
with different ethnic backgrounds, drug suscepti- bilities or resistances to infections, it is hoped that this will better enable drug discovery researchers to develop more personalised treatments and even create new cellular therapies that can be used to cure disease. Advances in stem cell technology have trans-
formed drug discovery over the past decade. Thanks to the latest cell culture systems, iPSC- derived cell lines and more standardised protocols, researchers are already accelerating the delivery of much-needed treatments to patients using more translationally-relevant models. With the next gen- eration of innovations set to overcome current challenges in stem cell research, a new frontier in drug discovery awaits.
DDW
Putting the customer first: a strategy few life science companies can afford to ignore
By Paul Avery and Clare Russell, Managing Directors at BioStrata
W
hile developing a truly innovative product, technology or service can certainly help businesses achieve success in the life science sec- tor, it doesn’t automatically guarantee customers or market share.
After all, people cannot buy something they’ve never heard of and they won’t buy something they don’t understand, especially if they can’t see the specific benefits for them. So why do so many life science companies still insist on making their com-
munications strategy all about them (rather than their customers)? If we want to attract the attention (and budgets) of our prospects, we need to talk more about them (and less about ourselves). Executing this approach effectively is about intimately understanding your
customers; their goals, challenges, frustrations and pain points. This is achieved by collecting as much information as possible about what your customers care about, through a series of internal and external research initiatives. Once you truly understand your ideal prospects, it’s important to align your
campaign messaging with their goals, infusing these themes across your entire marketing and sales mix. By talking about the challenges and pain points your customers face (and subtly positioning your product or service as the solution), you’ll have an effective message that truly resonates. In the excitement of bringing a product to market, it can be easy to overlook
the importance of getting under the skin of your customers and placing them at the centre of your strategy. Yet, ignore their needs, wants and interests, and the likelihood is they’ll ultimately ignore you. To learn more about how BioStrata’s inbound marketing approach and other
specialist services could support your organisation’s growth, book a free assess- ment today – visit:
http://bit.ly/DDWBioStrata.
Abby Edwards is a senior account manager and Dr Richard Massey is a science writer at BioStrata, a life science specialist marketing agency. The com- pany’s growing team in Cambridge (UK) and Boston (US) includes a significant number of peo- ple with deep scientific experience and knowledge. The agency offers a range of services from strategy, branding and message development through to content creation, creative design, digital marketing and public relations.
Drug Discovery World Fall 2018 51
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72
