Monitor Brand Marketing Efforts by Tracking Website Visitors
This is a blog by Mark Verzijl, Consultant at Sciential. Brand marketing will probably not bring you leads or sales overnight. It is typically a process for the long term, to establish desirable associations in the mind of your audience. However, it truly helps to seriously track and monitor your website visitors. And I am […]
Align Brand Positioning With Your Growth Strategy
This is a blog by Mark Verzijl, Consultant at Sciential. Not all brand strategies are created equal. Brand positioning should be aligned with your companyโs growth strategy. Most life science executives and marketers probably know the so-called Ansoff matrix, a well-known grid that discusses product/market strategy. Below, I will give some examples of how life […]
Why Life Science Brands Should Focus on Community Building
This is a blog by Mark Verzijl, Consultant at Sciential. Communication is the key to success when building a brand. You need to stay in touch with your audience to convey your brand story. It takes time to let the audience grasp your brand values and proposition. You consistently need to reach them at the […]
Use Programmatic Digital Out of Home Advertising Around Life Science Hubs
This is a blog by Mark Verzijl, Consultant at Sciential. Brands want to get noticed by their audience. Some companies are able to do this more efficiently and targeted โ for instance, because they operate in the business-to-consumer space. For b2b-orientated life science brands it can be challenging to address the right audience through the […]
Use Archetypes for Brand Positioning
This is a blog by Mark Verzijl, Consultant at Sciential. Brand archetypes are a representation of your brand as a persona based on human desires and values. Once a complex psychological theory conceived by Carl Gustav Jung, archetypes are nowadays used as a persona tool for brands in a simplified manner. Although psychological foundations are […]
Boost the Results of Your Advertising Content by Using Consumer Psychology Models
This is a blog by Mark Verzijl, Consultant at Sciential. Thanks to years of research in psychology, there are many validated consumer psychology models you can use to improve the outcome of marketing campaigns. One of my go-to models is the so-called theory of planned behavior (TPB) from Icek Ajzen. Ajzen’s theory states that conscious […]
Being First to Market Does Not Make You Win the Race
This is a blog by Mark Verzijl, Consultant at Sciential. How to establish your brand as a believable alternative to that well-known competitor? An identifiable struggle for many life science marketers. Even in the bluest of oceans, there is this big fish that has beat you to market. And they are always one step ahead. […]
Get Noticed, Work on Your Content Strategy
This is a blog by Mark Verzijl, Consultant at Sciential. I often recommend 5 simple steps for companies to set up their content marketing strategy. 1. ๐ ๐ฎ๐ฅ๐ฅ๐ฒ ๐ ๐ซ๐๐ฌ๐ฉ ๐ฒ๐จ๐ฎ๐ซ ๐๐ฎ๐๐ข๐๐ง๐๐. Find out who is your ideal client, who makes decisions in these organizations, who influence decision-makers and what topics they are interested in. Knowing your […]
Why Digital Marketing Is Useful for Your B2B Life Science Business Case
This is a blog by Mark Verzijl, Consultant at Sciential. “๐๐ช๐จ๐ช๐ต๐ข๐ญ ๐ฎ๐ข๐ณ๐ฌ๐ฆ๐ต๐ช๐ฏ๐จ ๐ช๐ด ๐ข๐ฏ ๐ข๐ฃ๐ด๐ฐ๐ญ๐ถ๐ต๐ฆ ๐ฏ๐ฐ-๐ฃ๐ณ๐ข๐ช๐ฏ๐ฆ๐ณ, ๐ฉ๐ฐ๐ธ๐ฆ๐ท๐ฆ๐ณ, ๐ช๐ต ๐ช๐ด ๐ฏ๐ฐ๐ต ๐ถ๐ด๐ฆ๐ง๐ถ๐ญ ๐ง๐ฐ๐ณ ๐ฐ๐ถ๐ณ ๐ฃ2๐ฃ ๐ญ๐ช๐ง๐ฆ ๐ด๐ค๐ช๐ฆ๐ฏ๐ค๐ฆ ๐ฃ๐ถ๐ด๐ช๐ฏ๐ฆ๐ด๐ด ๐ค๐ข๐ด๐ฆ”. This is a line that I have heard quite often. Life science marketers, business developers and c-suite executives often think that within life sciences there is a […]
How Competitor Analysis Could Benefit Your LS&H Business
This is a blog by Mark Verzijl, Consultant at Sciential. As a marketer, personally I am a huge fan of believing in and relying on your own strengths. Being you makes you authentic and it is hard to copy a company’s DNA. I also dedicated one of my daily posts to branding from the inside […]
