The Importance of Conversion Tracking in Life Science Marketing
The Importance of Conversion Tracking in Life Science Marketing You Can’t Improve What You Don’t Measure In life science marketing, success isn’t just about driving website traffic or racking up...
Google Performance Max Campaigns Make Revenue Attribution Critical for Life Science Marketers
TL;DR Summary: Google Ads AI is smart, but it’s your job to ensure it has the data it needs. Google Ads AI: a Blessing and a Curse? Performance Max (also...
Scientists Hate AI Spam as Much as Old School Bulk Spam
I’ve been getting AI generated spam for well over a year. It was immediately clear to me when it started. My spam emails became slightly more personalized than regular spam....
Supercharge Your Google Ads With Every Possible Extension
Life science companies constantly face numerous challenges in capturing their audience’s attention on crowded search engine result pages (SERPs) with Google Ads. To make their ads stand out and attract...
What is Generative Engine Optimization and can life science marketers make use of it?
Everyone knows what search engine optimization (SEO) is, and many companies take great efforts to ensure they show up near the top of organic search results and benefit from the...
Do Scientists Use AI / LLMs for Product Discovery?
There has been a lot of talk about AI optimization in the marketing world, much of which was spurred by the release of a preprint article published to arXiv (pdf)...
Don’t Stress About “Nofollow” Backlinks
TL;DR Summary The History of HTML Link Relationship Tags As the name implies, a link relationship tag provides context to search engines and other automated crawlers on the nature of...
Don’t Optimize for Quality Score in Google Ads
Sometimes you just have to let Google be Google. Large, complex algorithms which pump out high volumes of decisions based in part on non-quantifiable inputs are almost inherently going to...
Avoid CPM Run of Site Ads
Not all impressions are created equal. We don’t think about run of site (ROS) ads frequently as we don’t often use them. We try to be very intentional with our...
Can DALL-E 3 Generate Passable Life Science Images?
For those uninitiated to our blog, a few months ago I ran a fairly extensive, structured experiment to compare DALL-E 2, Midjourney 5, and Stable Diffusion 2 to see if...
Can AI Replace Life Science / Laboratory Stock Images?
We’re over half a year into the age of AI, and its abilities and limitations for both text and image generation are fairly well-known. However, the available AI platforms have...
Google Ads Auto-Applied Recommendations Are Terrible
Unfortunately, Google has attempted to make them ubiquitous. Google Ads has been rapidly expanding their use of auto-applied recommendations recently, to the point where it briefly became my least favorite...
Stop Hosting Your Own Videos
I know this isn’t going to apply to 90% of you, and to anyone who is thinking “of course – why would anyone do that?” – I apologize for taking...
Are You Providing Self-Service Journeys?
Customers are owning more of their own decisions. We’ve all heard the data on how customers are delaying contact with salespeople and owning more of their own decision journeys. Recent...
Carlton Hoyt Discusses Decision Engines on Life Science Marketing Radio
Principal Consultant Carlton Hoyt recently sat down with Chris Conner for the Life Science Marketing Radio podcast to talk about decision engines, how they are transforming purchasing decisions, and what...
Personalization Can Backfire
Marketers are used to seeing a lot of data showing that improving personalization leads to improved demand generation. The more you tailor your message to the customer, the more relevant...
Increasing Customer Affinity
Affinity has a transformational value on brands. Google, Facebook, Apple and Amazon have all moved beyond having a simple transactional relationship with their customers to one that creates intimacy and...
The End Is Not Nigh (now let’s get serious…)
People love to decry the end of marketing. It’s a good attention-getter. While those who shout about the coming of the end of marketing from their soapboxes are usually guilty...
Remarketing by the Numbers
We recently cited some newly released findings from the Boston Consulting Group (BCG) stating that “display retargeting from paid search ads can deliver a 40 percent reduction in CPA.” It...
Winning the Battle for Attention
The most precious and limited resource that life science marketers and salespeople must fight for is undoubtedly money. Everyone is trying to get a piece of those often set-in-stone lab...
The New Permission-Based Marketing
I want to take you on a trip into the future of life science marketing, not because I’m some kind of prophet (I didn’t come up with these ideas, nor...
Personalized Experiences
The image below is of a Target which is near me. It shows what you would see if you just walked in the exterior doors of the Target. Can you...
The Power of Expectations
For most of you reading this, your company will have a LinkedIn profile. It doesn’t require much – upload your logo, post some basic company info, and copy-paste a paragraph...
Marketing Channels
Many small life science companies have their preferred advertising / marketing channels. This approach, limited and highly focused, works well for demand generation campaigns (and, to a lesser extent, branding...
Analytics Will Save You
From a marketing standpoint, most small life science companies live in the dark. There is a near-complete lack of meaningful information; it is rarely collected and when it is,...
Single-Page Websites & SEO
One of the newer trends in website design, which has actually existed for quite a while but is just now becoming more popular and easy to implement, are single-page websites...
Customer-Centric Websites
Many life science companies have problems converting website traffic to qualified leads. There are two common causes for this; either the quality of your traffic is poor (in other words,...
Reflect Your Priorities
What do catalogs, websites, and many other general-purpose marketing tools have in common? There are a lot of possible answers to that question, but the answer of the day is...
Using the Right Metrics?
Much of marketing is about measurement: be it in determining the success of that recent promotional campaign, determining how to divvy up ad spending, or making the case for your...
User Testing & Conversion
I did a small study earlier this week to compare prices across six major US life science distributors (you can read about it here). Because of that, I had occasion...
Creating Balance in Marketing
Life science marketing requires a degree of balance between two opposing factors: information (content) and simplicity. On one hand, life science marketers want the scientist-customer to be able to access...
Making Decisions Simple
This is the second part in a two-part post on the importance of simplicity to the decision to purchase. For the first post, which explains why simplicity is important, see...
The Purpose of a Website
We work with all sorts of life science company websites for a multitude of purposes. One thing strikes us over and over and over again. A lot of life science...
Free Life Science Marketing
Need to do a product launch on a shoestring budget? Is your ad budget almost expended but you wish you could do more? Don’t start worrying quite yet… There’s a...
Building Online Communities
Perhaps inevitable given the popularity of content marketing, the long-established importance of branding in the life sciences, and the growing propensity of companies to look for novel ways to create...
Contact Forms Affect Leads
Contact forms are increasingly being used by life science companies (and web development companies) as a lead collection tool, but despite this very important function companies often don’t think through...
Using a Website to Engage
A website can be an exceptionally powerful tool. It is, in essence, a block of clay – massively flexible and limited only by your creativity. For life science companies this...
Biocompare Survey Results
A little under two weeks ago, we held a survey to gather life science manufacturer’s opinions of Biocompare as an advertising platform. We didn’t get a ton of feedback, but...
Opinions of Biocompare
There was a bit of a heated discussion going on in one of the LinkedIn groups that I’m a part of where people, including a Biocompare founder, were debating the...
Use Google Alerts
I’m guessing most companies do, but I’ve ran into a few that aren’t so I feel the need to say it here: use Google Alerts. For any small company, life...
Site Metrics: Where to Focus?
Website analytics can provide very useful information to bioscience companies. It can be used to assess the effectiveness of your marketing messages, optimize your site navigation, and track external marketing...
A Note on Off-Site Blogs
Going somewhat in step with our previous post on projecting expertise, I’ve noticed a recent trend of life science companies starting or sponsoring unbranded, off-site blogs. I have no problem...
From Site to Sale
Many companies under-utilize their website, and life science companies are no exception. There is often a lot of marketing going on, and that’s good, but most websites seem to stop...
Where Is Your Web Content?
When viewing the websites of companies selling life science tools or services, I frequently notice that many companies have problems with online content. Whether it is a general lack of...
The Power of Remarketing
It’s the season where all retailers start to think about how to spike their sales as much as possible, and while there is a lot of marketing information and tactics...
Improve Your Online Presence
I don’t think anyone will dispute the power and influence of the internet. According to data from the International Telecommunications Union (a United Nations agency), internet penetration in the developed...
