sheila burns 10+ years at promega integration of pierce into fisher scientific; vp of marketing for...
TRANSCRIPT
SHEILA BURNS
• 10+ years at Promega
• 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
HEATH JACKSON THOMAS
• Creative Director, Life Technologies-Lead 19 designers and illustrators-Managed brand ID for multiple sub-brands
• 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
© Building 12 Communications, LLC 2014
THE LINE BETWEEN LIFE SCIENCE RESEARCH & DIAGNOSTICS HAS BLURRED
© Building 12 Communications, LLC 2014
THE LINE BETWEEN LIFE SCIENCE RESEARCH AND DIAGNSOTICS HAS BLURREDRESEARCH PRODUCTS SHOULD HAVE A PATH TO DIAGNOSTICS
Basic Research
Clinical Research
Translational Research
Diagnostic Test
Companion Diagnostic Test
Research Diagnostics Treatment
Validation• Pre-clinical and
clinical trials – Pharma, CROs,
• Virtual CROs• Academic
Medical Centers
Bench to Bedside•Applied research•Clinical Trials
Test• CLIA labs• Hospital labs• Large
reference labs
Treatment Decision• Hospital labs• Physician
Office (POC)
Discovery• LSR labs –
Academic and Gov’t
• Pharma R & D labs
> > > >
© Building 12 Communications, LLC 2014
CHALLENGES FACING LIFE SCIENCE MARKETERS
Regulatory
GlobalDifferences
MarketingBudget Cuts
eMarketing
Reimbursement
FederalFunding
CompetitiveLandscape
R&D BudgetCuts
LogisticsMergers and Acquisitions
Partner FocusAccess to Patient Samples
© Building 12 Communications, LLC 2014
THINK PLANMarket Assessment
Value
Proposition
Corporate Capability
Product Suite or Stand-Alone
Positioning
Channel
Messaging
Product Features
Customer Benefits
Adoption Rate - Forecast
Customer Communication
Customer Care-Tech Support-Customer Service
Focus
ACT
MEASURE MEASURE MEASURE
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PRACTICE LONG TERM STRATEGIC PLANNING
COMPETITIVE CHESS GAME
-Map the current landscape-Predict the “next moves” of your opponent
RESEARCH TO DIAGNOSTICS
-Is there a path to the clinic?-Is there a clear reimbursement strategy?-What is the current patent situation?
“HEAR” THE VOICE OF CUSTOMER
-Industry forums, focus groups and on-site lab meetings/observation-Think about what would provide more value (product suites, technical training, software, etc.)
PROVIDE TRUE INNOVATION
-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
© Building 12 Communications, LLC 2014
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
© Building 12 Communications, LLC 2014
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
© Building 12 Communications, LLC 2014
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
CUSTOMER NEED 1
CUSTOMER NEED 2
CUSTOMER NEED 3
CUSTOMER NEED 4
FEATURE 1
FEATURE 2
FEATURE 3
FEATURE 4
THINK – USE VISUALS TO COMMUNICATE QUALITATIVE INFORMATION
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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
REQUIREMENT MUST HAVE REQUIREMENT DESIRED OWNER STATUS
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
Solidifying must-havesprovide alignment and progress tracking
© Building 12 Communications, LLC 2014
PLAN –BE REALISTIC ABOUT THE MARKET SIZE AND CAPTURE RATE
TOTAL MARKET
REVENUE
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PLAN – KNOW WHAT LEVERS CAN YOU PULL KNOW WHAT YOU HAVE IN YOUR ARSENAL
EASE OF USE
PLATFORM COST
TIME TO RESULT
TECHNICAL EXCELLENCE
© Building 12 Communications, LLC 2014
PLAN –GET THE MESSAGE OUT! TARGET SCIENTIFIC HOT SPOTS
CUSTOMER
FOR THE LIFE SCIENCES,
TARGET WORD OF MOUTH AND SELF SERVICE CHANNELS (E.G. WEB)
© Building 12 Communications, LLC 2014
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?
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ACT – CREATE A CUSTOMER ADVISORY BOARD
Use very specific criteria ensuring all are potential customers or buying influencers
PRESTIGIOUS
INSTITUTION
KEY OPINION LEADER
LARGE USER
GLOBAL INFLUENCE
WORD OF MOUTH MARKETING
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ACT – CHOOSE YOUR CHANNEL STRATEGY
DIRECT SALES
DISTRIBUTION
• Hire the best; faster, better return• Support the field with tools• Get real time, direct customer feedback
• 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
Source: HubSpot Home Page
Blogging, SEO, Social Media, PPC, Keywords
Landing Pages, Offers, CTA’s, Forms
Lead Nurture, Email, Workflows, Lead Mgt
Research Mode
Ready to Buy
InterestedBuyers
© Building 12 Communications, LLC 2014
MEASURE
•Think about what measurements have meaning early on
•Create a dashboard as a snapshot of progress for the organization
•Make adjustments as needed
www.kaushik.net
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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
• 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
THINK PLAN ACT