Is Your Product Good Enough for No-Nonsense Life Science Marketing?
If your product does something useful, you can take a straightforward, no-nonsense approach to marketing and be very successful.
Consider these differences between traditional marketing and no-nonsense marketing. Which approach would be better for communicating your product’s value to potential customers?
| Traditional |
No-Nonsense |
| Superlative Claims of Superiority |
Accurate Descriptions of Functionality |
| Print Advertising |
Papers, Posters, and Seminars |
| Heavy Brochures |
Case Studies |
| Postcard Mailings |
Application Notes |
| Banner Ads |
Technical Proof |
| Spam |
SEO |
No-nonsense marketing is for life science companies that want to be known for their powerhouse R&D and their high-quality, problem-solving products rather than for their clever, big-bang advertising campaigns. Instead of trying to break the concentration of their future customers with commercial interruptions, no-nonsense life science marketers communicate product value by working with the natural technical curiosity of scientists, their analytical and research skills, and their preference for finding new information on their own.
For help implementing your company’s no-nonsense marketing program, contact me by calling (408) 905-7630 or by sending e-mail to matthew@wygant.net.
Find out more about no-nonsense life science marketing here.
