Marketing to scientists has some noteworthy differences compared to other B2B businesses and not just because scientists are a special breed of people. There are also some fundamental differences in how scientists typically perceive their jobs compared to how more corporate types might.
In order to truly communicate with life scientists, marketers need to understand their audience. Are scientists just like everyone else? Or do you need to wear haz-mat suits to talk to them? What does the DNA of effective life science marketing look like?
You may have noticed that scientists and engineers consider themselves to be the most rational people on Earth. They may even think they have superpowers of rationality that have not been bestowed upon ordinary mortals. It’s easy for people who market to scientists to make the same mistake.
UP FOR LIFE has successfully created and launched a new microsite for Gyros AB, a Swedish life sciences company that offers a unique microfluidic platform called Gyrolab xP. The promo website is the first of its kind for the company, which was looking for a way to streamline its online content development. The backend of the site was created using WordPress, giving the company more control over ongoing site content updates.
GE Healthcare Life Sciences has launched a new campaign site called GE Western blotting designed by UP There Everywhere. The microsite is part of a larger online campaign project developed by England Life Sciences Marketing and UP THERE, EVERYWHERE (jointly forming UP FOR LIFE). The UP team who completed the project had members based in Sweden, New York, Boston and L.A.
GE Healthcare Life Sciences has launched a new campaign site called GE Western blotting designed by UP There Everywhere. The microsite is part of a larger online campaign. The UP team who completed the project had members based in Sweden, New York, Boston and L.A.