With the acceleration of mergers and acquisitions, and the recent global economic turmoil, the life science industry is focused on maximizing short-term revenues through sales. Currently, the role of marketing departments is largely seen as sales support. But what is the cost of this narrow definition? Without proper long-term investment in vision, strategy, and brand, life science companies are exposing themselves to possible future commodification and competitive threats. In this live webinar, Science invites long-time brand strategist Julian Stubbs and life science marketing strategist Hamid Ghanadan to discuss current trends and how marketing needs to evolve to deliver value in this increasingly high-stakes climate.
Specifically, the panelists will discuss:
How branding and marketing differ in the life sciences relative to other industries
- Best practices for company branding and product marketing
- The most important elements for building a powerful brand and communications platform
- The effects of online and digital marketing on company brands
- A novel model for how to influence scientists through content marketing