Strategy Archives - Cushman Creative

Mission, Vision, and Values: Who’s on First?

Defining the elements of a meaningful health science brand To be successful in today’s competitive health science market, company leaders must define what their brand stands for, what their goals are, and how they plan to reach them. Unfortunately, common terms used during this process—purpose, mission, vision, values, etc.—do not have clear definitions that are…

Using Data to Improve Life Science Marketing

Why data should be driving more of your life science marketing decisions Data provides insights that drive better decision-making, and Life Science marketers that know how to translate it into action are much more likely to see positive results. According to Bain & Company, companies that use data to make choices about how to operate are:…

How 3 Organizations Use Patient-driven Marketing Campaigns to Build More Enduring Brands

From big pharma to nonprofit biomedical groups, more bioresearch brands are turning to patients to create meaningful marketing communications. The nature of bioresearch—something that is done in protected labs, far away from the public eye—can also separate it from the very patients it is designed to help. By reconnecting your work to the patients it benefits, your bioresearch organization can…

Brand Equity Boosts Your Bioresearch Brand’s Value

Building brand equity can seem challenging in a deadline-driven world. There’s always an urgent campaign or product launch looming. While it’s tempting to solve short-term problems now and do strategy later, the most successful companies in bioresearch — or any other market — know the value of building their brands up front. Here are five ways this work pays you back: 1. Brand…

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…

Bioresearch Branding That Works—Part 1: Consistency

Get the most from your bioresearch brand by applying the same consistency you expect from your scientific work. Successful life science firms and biomedical non-profits understand this simple branding truth. So why do so many fall into the trap of making a big branding investment, only to become frustrated when their efforts don’t live up…

Clarify Your Bioresearch Brand’s Goals with a Messaging Platform

Clear and easy messaging can inspire creativity and empower internal teams towards your business goal. Before handing your next campaign or product launch strategy off to your internal marketing communications team or your external agency, be sure you firm it up into a Messaging Platform that will give them a framework for success. A Messaging Platform…