SHEILA BURNS
HEATH JACKSON THOMAS
• 10+ years at Promega
• Creative Director, Life Technologies
-Lead 19 designers and illustrators
-Managed brand ID for multiple sub-brands
• 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
• 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
THE LINE BETWEEN
LIFE SCIENCE RESEARCH &
DIAGNOSTICS
HAS BLURRED
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THE LINE BETWEEN LIFE SCIENCE RESEARCH AND DIAGNSOTICS HAS BLURRED
RESEARCH PRODUCTS SHOULD HAVE A PATH TO DIAGNOSTICS
Research
Basic
Research
>
Clinical
Research
>
Discovery
Validation
• LSR labs –
Academic
and Gov’t
• Pharma R &
D labs
• Pre-clinical and
clinical trials –
Pharma, CROs,
• Virtual CROs
• Academic
Medical Centers
Treatment
Diagnostics
Translational
Research
>
Bench to
Bedside
•Applied research
•Clinical Trials
© Building 12 Communications, LLC 2014
Diagnostic
Test
Test
• CLIA labs
• Hospital labs
• Large
reference labs
>
Companion
Diagnostic Test
Treatment
Decision
• Hospital labs
• Physician
Office (POC)
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
DO YOU HAVE A
SUSTAINABLE
COMPETITIVE
ADVANTAGE?
MEASURE
THINK
MEASURE
MEASURE
PLAN
ACT
Market Assessment
Positioning
Value
Channel
Proposition
Messaging
Corporate Capability
Product Features
Customer Care
-Tech Support
-Customer Service
Product Suite or
Stand-Alone
Customer Benefits
Focus
Adoption Rate Forecast
© Building 12 Communications, LLC 2014
Customer
Communication
“Hope is not a
strategy”
— RICK PAGE
© Building 12 Communications, LLC 2014
PRACTICE LONG TERM STRATEGIC PLANNING
COMPETITIVE CHESS GAME
RESEARCH TO DIAGNOSTICS
-Map the current landscape
-Predict the “next moves” of your opponent
-Is there a path to the clinic?
-Is there a clear reimbursement strategy?
-What is the current patent situation?
“HEAR” THE VOICE OF CUSTOMER
PROVIDE TRUE INNOVATION
-Industry forums, focus groups and on-site lab
meetings/observation
-Think about what would provide more value
(product suites, technical training, software, etc.)
-Incremental improvements are not enough
-Uncover unmet needs; solve real problems
-Reveal your product pipeline
-If you build it, they won’t necessarily come!
© Building 12 Communications, LLC 2014
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
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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
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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
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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
THINK –
USE VISUALS TO COMMUNICATE QUALITATIVE INFORMATION
CUSTOMER
NEED 1
CUSTOMER
NEED 2
FEATURE 1
FEATURE 2
FEATURE 3
FEATURE 4
© Building 12 Communications, LLC 2014
CUSTOMER
NEED 3
CUSTOMER
NEED 4
PLAN –
THE TREE SWING; ILLUSTRATES THE NEED FOR A CUSTOMER REQUIREMENTS DOCUMENT
paragoninnovations.com/guide.shtml
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PLAN –
DEVELOP A ROBUST CUSTOMER REQUIREMENTS DOCUMENT
Solidifying must-haves
provide alignment and progress tracking
REQUIREMENT MUST HAVE
Executive Summary
Fit with company strategy
Projected Timeline to Completion
Projected 5 Year Revenue
Customer Requirements
Intended Use
Competitive Landscape
Target Market
Key Product Features
Cost and Pricing
User Workflow
© Building 12 Communications, LLC 2014
REQUIREMENT DESIRED
OWNER
STATUS
PLAN –
BE REALISTIC ABOUT THE MARKET SIZE AND CAPTURE RATE
TOTAL
MARKET
YOUR
SEGMENT OF
THE MARKET
ADDRESSABLE
MARKET
REVENUE
© Building 12 Communications, LLC 2014
PLAN –
KNOW WHAT LEVERS CAN YOU PULL
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PLAN –
KNOW WHAT LEVERS CAN YOU PULL
© Building 12 Communications, LLC 2014
PLAN –
KNOW WHAT LEVERS CAN YOU PULL
KNOW WHAT YOU HAVE IN YOUR ARSENAL
EASE
OF USE
PLATFORM
COST
TIME TO
RESULT
© Building 12 Communications, LLC 2014
TECHNICAL
EXCELLENCE
PLAN –
GET THE MESSAGE OUT! TARGET SCIENTIFIC HOT SPOTS
24/7 ACCESS
FOR THE
LIFE SCIENCES,
TARGET WORD
OF MOUTH AND
SELF SERVICE
EMARKETING
BLOGS
WEB
3RD PARTY
KOLS
CUSTOMER
CHANNELS
(E.G. WEB)
TRADE
SHOWS
© Building 12 Communications, LLC 2014
INBOUND
MARKETING
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
ACT –
CREATE A CUSTOMER ADVISORY BOARD
WORD OF MOUTH MARKETING
Use very specific criteria ensuring all are potential
customers or buying influencers
PRESTIGIOUS
INSTITUTION
KEY
OPINION
LEADER
LARGE
USER
© Building 12 Communications, LLC 2014
GLOBAL
INFLUENCE
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
ACT –
PROVIDE QUALIFIED LEADS BASED ON TARGETED CAMPAIGNS
ADD AN INBOUND MARKETING TOOL TO DRAW LEADS TO THE BRAND
Source: HubSpot Home Page
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MEASURE AND PROVIDE VISIBILITY TO LEAD FUNNEL
Blogging, SEO, Social Media, PPC,
Keywords
Landing Pages, Offers,
CTA’s, Forms
Lead Nurture,
Email,
Workflows,
Lead
Mgt
© Building 12 Communications, LLC 2014
Research
Mode
Interested
Buyers
Ready to
Buy
Source: HubSpot Home Page
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
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
THINK
PLAN
ACT
• 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
© Building 12 Communications, LLC 2014
THANK YOU
© Building 12 Communications, LLC 2014