Matthew Wygant

The Key to Life Science Product Marketing

Matthew Wygant — Sat, 06 Mar 2010 01:57:25 +0000

Stop Annoying the Scientists That itself isn’t the key, but it’s a good start. Let’s face it. Life scientists don’t like banner ads, direct mail, cold calls, e-mail blasts, or any other form of promotion that tries to snag their attention while they’re doing something else. Ever hear of the Adblock extension for Firefox? It [...]

When to Use Google AdWords for Life Science Marketing

Matthew Wygant — Tue, 02 Mar 2010 05:11:45 +0000

When to Use an AdWords CPM Campaign 1) If your product is both brand new and unlike anything that’s already on the market, an AdWords CPM (not CPC) campaign can help you establish initial market awareness. Remember at this initial stage that your goal is awareness, and try not to get hung up on click-throughs [...]

Sixteen Useful Web Apps for Life Sciences Marketing

Matthew Wygant — Sat, 20 Feb 2010 02:26:42 +0000

Save time and have fun with these useful web applications: AmazingMail Point-and-click direct mail Bit.ly URL shortener with twitter integration BrowserShots See what your web site looks like to others doris Task management so simple you’ll use it Google Docs End copywriting version control hassles Google Maps Create a classy pin map of your worldwide [...]

How to Write Life Science Content Marketing Material

Matthew Wygant — Thu, 04 Feb 2010 02:01:51 +0000

If you’ve considered content marketing as a deliberate lead generation and development strategy, you’ve realized that someone, or some group of people, will have to create all the content to drive it. The copywriting required may sound like a lot of work, but when advertising fails to deliver, what are the alternatives? At two companies [...]

A Permission Marketing Method to Increase Event Attendance

Matthew Wygant — Mon, 01 Feb 2010 21:33:52 +0000

Use an additional field on your event RSVP form to let people request a text message reminder on the morning of the day of your event. The first time a client allowed me to do this for them, we were both surprised by how many respondents requested the reminder and provided their cell-phone numbers. This [...]

Protect Your Gross Margins And Your Reputation

Matthew Wygant — Fri, 29 Jan 2010 01:31:01 +0000

If you’re a marketing manager of life science products, smart pricing can make you a hero. Here are a few things you need to know about your pricing superpower! COGS is for Design, Not Pricing COGS is a design factor, not a pricing factor. Of course your products must deliver deliver acceptable PGMs (product gross [...]

Going Old-School with New Media: For Market Defenders Only

Matthew Wygant — Thu, 28 Jan 2010 04:33:50 +0000

Open the print version of a scientific journal and you’ll see that the page advertising is dominated by companies that already have huge installed bases and commanding market shares. Agilent. Thermo. Life Technologies. For these companies, traditional journal advertising makes sense. They’re playing defense. Entrenched market leaders don’t have to make surprising performance claims about [...]

Start and Expand Your E-Mail List with Content Marketing

Matthew Wygant — Thu, 24 Dec 2009 23:09:14 +0000

Mailchimp has posted a hybrid advertising/content marketing/direct response technique for establishing your own e-mail newsletter subscriber list. The basic steps are: Create a pdf document composed of information of value to your audience. Include advertisements for your newsletter. Post the document as a free download on your web site. Use Adwords to drive traffic to [...]

Extend Your Reach with Trade Journal Articles

Matthew Wygant — Tue, 22 Dec 2009 22:08:03 +0000

Published online, in print, or both, trade journal articles contributed by your company reach readers that might otherwise miss your message and carry the authority of editorial approval. Unlike “company profile” features that require direct payment or a certain number of ad placements, articles accepted as contributed content run for free. You can usually pitch [...]