Presentation Transcript

1. SHEILA BURNS 10+ years at Promega Integration of Pierce into Fisher Scientific; VP of marketing for Pierce, Endogen, HyClone, Mimotopes, Dharmacon, Abgene Integration of Ambion into AB; AB into LIFE Marketing integration lead – AB Strategic plan leader for AB VP marketing, molecular biology division Created Luminex strategic plan and developed robust product pipeline HEATH JACKSON THOMAS Creative Director, Life Technologies-Lead 19 designers and illustrators-Managed brand ID for multiple sub-brands Design Director, Applied Biosystems-Designed brand ID for consumables products-Managed internal design group/external agencies Brand Manager, Luminex Corporation-Brand audit, brand ID refresh-Company-wide brand training and orientation
2. THE LINE BETWEEN LIFE SCIENCE RESEARCH &DIAGNOSTICS HAS BLURRED © Building 12 Communications, LLC 2014
3. THE LINE BETWEEN LIFE SCIENCE RESEARCH AND DIAGNSOTICS HAS BLURREDRESEARCH PRODUCTS SHOULD HAVE A PATH TO DIAGNOSTICS Research Treatment Diagnostics > > > > Basic Research Clinical Research Translational Research Diagnostic Test Companion Diagnostic Test Bench to Bedside Applied research Clinical Trials Discovery LSR labs – Academic and Gov’t Pharma R & D labs Validation Pre-clinical and clinical trials – Pharma, CROs, Virtual CROs Academic Medical Centers Test CLIA labs Hospital labs Large reference labs Treatment Decision Hospital labs Physician Office (POC) © Building 12 Communications, LLC 2014
4. CHALLENGES FACING LIFE SCIENCE MARKETERS Mergers and Acquisitions Regulatory eMarketing Logistics Federal Funding Competitive Landscape Marketing Budget Cuts Global Differences Access to Patient Samples R&D Budget Cuts Reimbursement Partner Focus © Building 12 Communications, LLC 2014
5. DO YOU HAVE A SUSTAINABLE COMPETITIVE ADVANTAGE?
6. MEASURE MEASURE MEASURE THINK PLAN ACT Market Assessment Value Proposition Corporate Capability Product Suite or Stand-Alone Positioning Channel Messaging Product Features Customer Benefits Adoption Rate - Forecast Customer Communication Customer Care -Tech Support -Customer Service Focus © Building 12 Communications, LLC 2014
7. “Hope is not a strategy” — RICK PAGE © Building 12 Communications, LLC 2014
8. PRACTICE LONG TERM STRATEGIC PLANNING © Building 12 Communications, LLC 2014
9. THINK –HOW DO YOU WANT TO BE PERCEIVED IN THE MARKETPLACE? “Positioning is an art. Great positioning tells a compelling, attention grabbing story – a story that resonates with your audience.” — REBEL BROWN © Building 12 Communications, LLC 2014
10. THINK –HOW DO YOU WANT TO BE PERCEIVED IN THE MARKETPLACE? Position your brand; position your product Your brand is not your logo Complete this sentence: Convince Who (Target) that (Offering Name) is the (Competitive Statement) Which Can Deliver (Benefits) Because (Why) © 2011, Impact Planning Group Anticipate future moves Know the patent landscape © Building 12 Communications, LLC 2014
11. THINK –GET CLOSER TO THE CUSTOMER ALLOCATE TIME TO TALK TO CUSTOMERS Make a date to get out in the field and immerse yourself in the customer’s world CAPTURE CUSTOMER REQUIREMENTS IN WRITING This aligns all stakeholders Ensures the product you envision is the product that is delivered Documented VOC © Building 12 Communications, LLC 2014
12. THINK – PROVIDE TRUE INNOVATION INCREMENTAL IMPROVEMENTS ARE NOT ENOUGH FOCUS ON OFFERING AS COMPLETE A SOLUTION AS POSSIBLE Value-based product suites Robust hardware and/or software 24/7 technical support and service Intuitive, easy to navigate web site with updated technical content Bundling for cost optimization or increased efficiency MAKE THE PIPELINE VISIBLE Build confidence in the future of your brand KNOW WHEN TO STOP ITERATING Launch the product! © Building 12 Communications, LLC 2014
13. THINK – USE VISUALS TO COMMUNICATE QUALITATIVE INFORMATION © Building 12 Communications, LLC 2014
14. PLAN –THE TREE SWING; ILLUSTRATES THE NEED FOR A CUSTOMER REQUIREMENTS DOCUMENT paragoninnovations.com/guide.shtml © Building 12 Communications, LLC 2014
15. PLAN – DEVELOP A ROBUST CUSTOMER REQUIREMENTS DOCUMENT Solidifying must-havesprovide alignment and progress tracking © Building 12 Communications, LLC 2014
16. PLAN –BE REALISTIC ABOUT THE MARKET SIZE AND CAPTURE RATE © Building 12 Communications, LLC 2014
17. PLAN –KNOW WHAT LEVERS CAN YOU PULL © Building 12 Communications, LLC 2014
18. PLAN –KNOW WHAT LEVERS CAN YOU PULL © Building 12 Communications, LLC 2014
19. PLAN –KNOW WHAT LEVERS CAN YOU PULL KNOW WHAT YOU HAVE IN YOUR ARSENAL EASE OF USE PLATFORM COST TIME TO RESULT TECHNICAL EXCELLENCE © Building 12 Communications, LLC 2014
20. PLAN –GET THE MESSAGE OUT! TARGET SCIENTIFIC HOT SPOTS FOR THE LIFE SCIENCES, TARGET WORD OF MOUTH AND SELF SERVICE CHANNELS (E.G. WEB) © Building 12 Communications, LLC 2014
21. PLAN – MAKE SURE YOUR VALUE PROPOSITION AND MESSAGE ARE ALIGNED Be consistent in each segment Make sure your message resonates with your customer base Focus Groups Beta Tests Limited Launch FOR EXAMPLE, how sensitive is sensitive enough? © Building 12 Communications, LLC 2014
22. ACT –CREATE A CUSTOMER ADVISORY BOARD WORD OF MOUTH MARKETING Use very specific criteria ensuring all are potential customers or buying influencers © Building 12 Communications, LLC 2014
23. ACT – CHOOSE YOUR CHANNEL STRATEGY DIRECT SALES Hire the best; faster, better return Support the field with tools Get real time, direct customer feedback DISTRIBUTION Make sure you understand what you’re getting Face time with sales Marketing costs/expectations Dual payments © Building 12 Communications, LLC 2014
24. ACT – PROVIDE QUALIFIED LEADS BASED ON TARGETED CAMPAIGNS ADD AN INBOUND MARKETING TOOL TO DRAW LEADS TO THE BRAND Source: HubSpot Home Page © Building 12 Communications, LLC 2014
25. MEASURE AND PROVIDE VISIBILITY TO LEAD FUNNEL Research Mode Interested Buyers Ready to Buy © Building 12 Communications, LLC 2014 Source: HubSpot Home Page
26. MEASURE Think about what measurements have meaning early on Create a dashboard as a snapshot of progress for the organization Make adjustments as needed © Building 12 Communications, LLC 2014 www.kaushik.net
27. ACT – FORM A CORE TEAM AND TAKE ADVANTAGE OF THEIR INFLUENCE AND EXPERTISE All core members have skin-in-the-game Ensure you have the know-how you need Regulatory Reimbursement Quality Sales Project Management Finance R&D Manufacturing Meet weekly, update commercialization plan Have monthly commercialization reviews © Building 12 Communications, LLC 2014
28. Use data to develop the right product for the right customer available at the right time A customer requirements document is a “must have” Start with the end in mind – What is the product path? Ensure the value proposition matches the offering – Walk the talk Measure and adjust your levers Stay focused and on track with a strong core team Show progress via a dashboard Design a go-to-market strategy that is targeted, dynamic and flexible THINK PLAN ACT © Building 12 Communications, LLC 2014
29. THANK YOU © Building 12 Communications, LLC 2014