Sharing insights online can magnify your Biomedical Nonprofit’s expertise. 

Thought Leadership is not just a marketing tactic. It is a way of thinking and being that requires purposeful action. To be considered scientific thought leaders, Biomedical Nonprofits must actively participate in an open exchange of ideas and continually contribute new and innovative ideas. When your brand is committed to Leadership Marketing, it will seek out opportunities for sharing its expertise. Luckily, the Internet offers many such opportunities. Here are 3:

Make the Most of LinkedIn
Most biomedical institutions have a presence on LinkedIn because they know that it is the number one professional social networking site. Still, I’m regularly surprised by how skimpy many company profiles are. Major donors, scientific organizations, and even potential employees will look to your profile to evaluate your Biomedical Nonprofit’s expertise. If you  want to gain legitimacy, take care what you post. At the very least, your institution should have a completed profile and be connected to every member of its staff (each of whom should also have impressive LinkedIn profiles). LinkedIn also offers numerous opportunities for sharing materials that show thought leadership. You should be using your institution’s company page to post content such as white papers, articles, videos, and more. For a great example of a Biomedical Nonprofit that is using LinkedIn well, check out the company page for The Jackson Laboratory  While you’re there, you may also want to take a look at these Top LinkedIn Groups for Biomedical and Life Science Marketing Professionals 

Host an Online Roundtable
Many institutions already host webinars for internal training, sharing information and promoting programs. What you may not realize is that the same technology can easily facilitate an open roundtable discussion for industry thought leaders. Your Biomedical Nonprofit’s top researchers can host an open forum in which to address innovative breakthroughs in their area of study. Or they can facilitate a debate on controversial issues within the scientific community. Whatever they choose to discuss, creating the space for open dialogue will show that your Biomedical Nonprofit values innovative and collaborative thinking.

Log on to SlideShare
Regularly distributing valuable, insightful content created by your institution’s best thinkers will help build your Biomedical Nonprofit’s reputation as an industry leader. SlideShare is one of the best ways to do this because it requires very little effort. Most likely, your scientists and post docs have already created incredible PowerPoint presentations and articles that demonstrate their expertise. With SlideShare, you simply create an account, upload those presentations, add keyword tags so that people can easily find them online, and indicate how you want to share (for instance, allowing downloads or other types of permissions). You can upload PowerPoint presentations, PDFs and other types of documents quickly and easily, and suddenly your institution’s internal expertise is public and easily shareable.

These are just a few ways to get started sharing your Biomedical Nonprofits expertise online. I’d love to hear your institution’s strategies. Also, please send me your Leadership Marketing questions and challenges. In the coming months, I would like to address my readers’ real-world problems in my blog posts. Contact me with ideas by calling 866-960-9220 or emailing karan@cushmancreative.com.