Marketing Strategy

Do You Really Know Your Customer’s Needs and Wants? Lessons From Peppa Pig.

No Comments 15 January 2010

This two-dimensional porcine character has successfully captured the minds of two- and three-year olds throughout Britain. She exists, along with her little winy brother and long-suffering parents in a substantial detached family home perched on an impossibly shaped hill. Nothing bad ever Read more...

Marketing Strategy

9 Essential Elements for Achieving Commercial Success Without the Founder

No Comments 13 December 2009

There comes a point in a biotech’s lifetime when bringing in the business requires more than just the founder.   The person who the company has relied on to get onto the podium at conferences, be invited in to big pharma to trump the theories and applications of the technology and write Read more...

Marketing Strategy

What happens when a full-tilt marketing campaign isn’t supported by operational capabilities.

No Comments 27 October 2009

I just read a wise response to an interesting online LinkedIn discussion that followed a business owner’s question “Can anyone suggest the best areas to spend marketing budgets in difficult times such as these?”. In a nutshell: a host of suggestions flew in on the theme of a Read more...

Marketing Strategy

Clever technology but where’s the application? Lessons from the selling of microdosing services.

No Comments 18 October 2009

New technologies and services that lack a coherent marketing strategy can languish for years before they produce a decent revenue stream.   Take microdosing services for pharmaceutical development.   When this concept was launched commercially nearly 10 years ago it was positioned as a way to Read more...

Marketing Strategy

Opinion Leader Forum – Useful for Road-Testing Your New Biotech Product/Service

2 Comments 04 October 2009

Ask yourself how many client visits you or your business development team have taken where you’ve come away with a “bloody nose” or met a commercial “dead-end”.  Count up the cost of the flights, hotel rooms, wasted time and the delay in growing your business before you honed your Read more...


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