Medical Technology Blog

Generating Demand for Life Science Companies.

Ubiquity works with many size companies within the life science industry, from start-ups to mature global companies. They have one thing in common — the desire to generate demand for their products or services. The demand they need, however, is different. Start-up companies may be seeking investor awareness while mature companies might be looking to generate revenue by creating a pipeline of leads for their products.

Let’s review 4 quick tips to effectively create demand for your company.

TIP 1: Know thy customer.
Whether your customer is a venture capital company, a surgeon or a purchasing representative, do you understand how your influencers and decision makers research information on your offering? Utilize online surveys to ask customers, prospects, suppliers and employees about how they get (or would get) information regarding the company or offering.

The key is to understand the demographics (age, gender, region) and psychographics (opinions, values, attitudes) of your customers, then linking it to their technographics (technology preference). Do your surgeons use smart phones, yet do their purchasing agents strictly use email?
Tip: You can now develop relevant messaging to each target segment, using the right technology. It will increase your open rates and ROI.

TIP 2: Listen.
It is important to review the market for your product. Do you understand your competitors and their messaging? Research your competitor’s unique selling proposition and how this compares to your product. Utilize secondary research to uncover news, press releases and public documents. Listen to the online world for what your customers, prospects and competitors are saying about the marketplace. Is it consistent with their messaging? Is it creating buzz or white noise?
Tip: Use an online monitoring service to find news articles, blog comments, video comments, and monitor all social media channels.

TIP 3: Consistent Relevancy.
Now that you know your prospects and customers, make sure you have relevant messaging for each of these targeted groups, but also, make sure you’re saying it consistently. For example, it’s not efficient to create a PowerPoint presentation each time you present, but one canned “overview” presentation wouldn’t be relevant to your investors and customers alike. What to do? Drive demand by segmenting your messaging into each target. There may be three there might be fifteen. It depends on your offering and the breadth of your market.
Tip: Develop a copy platform target segment. A copy platform provides continuity in the messaging and describes how your product or services solves their problem. It’s unique and relevant to that segment.

TIP 4. Live digitally.
Technology is changing how we interact with each other and how we find information. There is no free way to interact with prospects and customers. However, by utilizing search engine tools to help future customers find your offering, you will have a cost-effective solution. Combine these tools with a compelling online campaign to reach your target segment, you’ll be light-years ahead of traditional marketing techniques. Last, integrate your website. Too many websites are company-centric versus customer-centric. By building your digital presence in this way will allow you to track and measure the performance of your campaigns.

Tip: Design your website to capture information such as email to use in future marketing efforts. Capture people who are interested in joining a community around your products. Always, always have a call to action.

We will be expanding on these topics in upcoming articles. Sign up today to receive more information.

Contact Greg Olson for case studies of demand generation.

Greg Olson :: Growth Officer
greg@ubiquitygroup.com
Blog: www.ubiquitygroup.com/wordpress/
Web: www.ubiquitygroup.com
Twitter: @ubiquity
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303-962-8700
303-587-2847

Ubiquity specializes in generating demand for life science companies. We help medical technology and bioscience companies create a better human health experience.