Hello Marketers!!.. Are you listening - Selling to the Life Scientists

Marketing is the strategic discipline that combines science and art to explore, create, and deliver value, ultimately satisfying the needs of a target market while generating profit. As Dr. Philip Kotler once said,?"Marketing identifies unfulfilled needs and desires."?In this article, we will delve into the essence of marketing and discuss five key aspects to consider when developing effective marketing plans

Marketing, the art of influencing customers and satisfying their needs, has an intriguing history dating back to the serpent who tempted Eve in the Garden of Eden. In the Life Sciences Market, marketing has often been misunderstood, and the rise of digital marketing has added complexities to the field. As a marketer with extensive experience, I have been frequently asked why I chose marketing over sales. Initially, my response was defensive and confusing.

However, I have gained clarity over time, understanding the true value of marketing and its pivotal role in creating the future. In this article, I will delve into the core principles of successful marketing and share valuable insights for creating effective marketing plans.

Companies need their best People in Marketing as marketing is all about creating the future

#1?Embrace the Human Connection: Your Leads are Human Beings

While digital marketing has become prevalent, it is crucial to remember that our leads are not just data points but real people. In the Life Sciences industry, successful campaigns engage customers on an emotional and intellectual level. Strive to understand their problems and provide innovative solutions. Corning's "Day Made of Glass," Bio-Rad's "The PCR Song," GE's "Fire with Fire Ross Kaufman," and Merck's "Curiosity Code" are exceptional examples of campaigns that captivated audiences by tapping into the human experience. Spend quality time with your end-customers, develop a deep understanding of their needs, and infuse your campaigns with a human touch.

#2?Embrace Calculated Risks for Remarkable Rewards

In the Life Sciences industry, marketers often present low-risk marketing ideas due to the influence of salespeople and their revenue-oriented perspective. However, as a marketer, you must prioritize the needs and desires of your customers. Taking calculated risks can lead to extraordinary success. Apple's?"Mac Vs PC"?campaign, positioning Mac as a casual and cool alternative to the professional PC brand, and Nike's iconic?"Just Do It"?campaign are prime examples of risk-taking in marketing. Revisit your marketing plans and ensure they contain an element of risk. Remember, non-risky plans often go unnoticed. Do not hesitate to take the calculated leap.

#3?Harness the Power of Data Analytics and Segmentation

Digital marketing and advanced analytics have revolutionized the field. To avoid missteps, develop a strong understanding of concepts like the Internet of Things, Google/Web analytics, and big data. Analyze customer behavior and leverage data to inform your marketing strategies.?American Airlines' membership program, launched in 1981, serves as a cautionary tale. Program offered Life Time first class tickets for 250KUS$ and thousands of people got enrolled for the program. They used the program for extensive travel, for example one person travelled twenty times to London from New York in just one month. Poor data analytics and improper customer targeting resulted in unintended consequences. Create SMART goals, segment your customer data effectively, and collaborate with digital marketing experts to build data-driven marketing plans.

#4?Take Ownership and Execute with Agility

Unlike other industries, life sciences marketers often rely on sales representatives for executing marketing tactics. However, it is essential to take ownership of execution. Avoid creating plans solely for sales reps to implement without understanding or commitment. Additionally, prioritize swift execution of marketing plans. Lengthy planning cycles can hinder success. Research shows that customers seek marketing collateral that emphasizes their advantage, brand credibility, and surprises. Instead of bombarding them with excessive information, craft concise and impactful messages that highlight the reliability and benefits of your products. Take your campaigns directly to end-customers to maximize engagement.

No one is going to read fifteen lines on how great your antibodies are and where those got produced.

#5?Integrate Campaigns and Foster Internal Alignment

Successful campaigns thrive on integration and internal marketing. Balancing conventional and digital approaches while fostering creativity is key to creating impactful campaigns. Start by generating excitement about your campaigns within your organization. If your colleagues lack enthusiasm, it may be an indication of potential shortcomings. Create visual charts that connect various tactics, ensuring a seamless and cohesive campaign. Moreover, practice robust internal marketing by involving sales, customer service, and supply chain teams. Everyone should be informed and aligned, working together to drive success.

Conclusion

Marketing in the Life Sciences industry is an exhilarating and ever-evolving discipline. By adhering to these timeless principles—embracing the human connection, taking calculated risks, harnessing data analytics and segmentation, owning execution with agility, and fostering integration and internal alignment—you can become a truly exceptional marketer. Marketing has the power to drive profitable growth, create innovative solutions, and captivate the scientific community. Embrace these principles, leverage your creative prowess, and leave a lasting impact on the Life Sciences industry.

Our customers are scientists, they are not easy one as they will evaluate you for your knowledge and creativity. They would like to get engage with you to help them in developing solutions for them. They like story-telling, give life to their stories in your marketing campaigns. They will love you for it.

Vibhu Jain, PhD is the Head of Segment Marketing and Strategy for Chemistry business of Merck Life Sciences. Opinion here are personal and created based on experience in the Industry.