Karan Cushman

Cushman Creative Receives Top Honors from Hermes Creative Awards for MDI Biological Laboratory

Cushman Creative, a design agency specializing in biomedical and life science marketing, was honored with two 2016 Hermes Creative Awards for its work with the MDI Biological Laboratory located in Bar Harbor, Maine. Cushman Creative took Gold for its 2014 Annual Report titled “Breaking Through” and was recognized with a Platinum Award—the organization’s top honor—for…

Top Online Resources for Biotech, Life Science and Biomedical Marketing Teams

Whether it’s networking, professional development or biotech industry news you seek, here’s a list of leading organizations, publications and conferences to help you and your bioresearch marcomm team stay inspired and ahead of the game. Since I started the Kelp-beds blog in 2011, this post continues to be one of the most popular. Here’s a update…

Cushman Creative Wins Hermes Award for Its Rocking Campaign Against Cancer

Cushman Creative, a design agency specializing in biomedical and life science marketing, was recently honored with a 2016 Gold Hermes Creative Award for creating a show-stopping corporate event for Delta Airlines. Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional materials and programs, as well…

Steering Your Bioresearch Brand’s Evolution: Why and How to Do a Marketing Communications Audit

Bioresearch organizations grow and evolve over time, and their brands naturally evolve with them. To maximize your brand’s influence in the marketplace, your internal marketing or communications team will want to keep a tight reign over the process by conducting a communications audit regularly. Doing so will prevent your brand from evolving in ways you…

Bioresearch Branding That Works—Part 3: Communicating with Multiple Audiences

Does your bioresearch brand need different voices for different audience segments? Many bioresearch brands struggle with the need to market to more than one audience. Different divisions of a organization often work with very different markets. And even within divisions you’ll often find audience segments with different needs, desires, and goals. By understanding their individual motivations, here’s how…

Marketing Conflicts in Bioresearch, and How to Resolve Them

What do you do when your internal team gets stalled by marketing conflicts? Marketing conflicts are an everyday reality when promoting any brand, not just in bioresearch. Team members who disagree on the right approach can bring an entire campaign to a screeching halt and prevent new ones from ever getting off the ground successfully. How can you resolve conflicts…

Bioresearch Content Marketing Survey Results Announced

BioResearch industry marketers feel the need for stronger brand strategy and messaging. This December we polled 4,500 marketing professionals from leading life science companies, biopharmas and non-profit biomedical research organizations throughout the United States, in addition to major global players. Trends were notably similar suggesting common goals and challenges, including the need to create stronger…

Establishing a Strong Life Science Brand

What life science start-up brands need to establish their business Recently I had the pleasure of being interviewed by Chris Conner on the Life Science Marketing Radio podcast. We covered the basics of getting a life science brand up and running, even if you don’t have a product or customers yet. While we focused primarily on startups, we…

Is Your Bioresearch Brand’s Website Open for Business?

Tips for making your website visitors feel like they belong Imagine that you are standing in front of two office doors. One has tinted glass that prevents you from looking inside and overly formal signs that speak to you like an outsider. The other door is made of clear glass. You can see the people…

Bioresearch Branding That Works—Part 2: Knowing Your Brand Voice

Is your bioresearch brand sending the right message? When you start thinking outside the logo developing a “brand voice” can help you create a powerful competitive edge. That’s partly because it’s a standard marketing practice that helps you reach your audience more efficiently. It’s worth noting that many science-oriented organizations—from life science companies to biomedical non-profits—don’t manage their…