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SHEILA BURNS 10+ years at Promega Integration of Pierce into Fisher Scientific; VP of marketing for Pierce, Endogen, HyClone, Mimotopes, Dharmacon, Abgene.

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Presentation on theme: "SHEILA BURNS 10+ years at Promega Integration of Pierce into Fisher Scientific; VP of marketing for Pierce, Endogen, HyClone, Mimotopes, Dharmacon, Abgene."— Presentation transcript:

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2 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

3 THE LINE BETWEEN LIFE SCIENCE RESEARCH & DIAGNOSTICS HAS BLURRED © Building 12 Communications, LLC 2014

4 THE LINE BETWEEN LIFE SCIENCE RESEARCH AND DIAGNSOTICS HAS BLURRED RESEARCH 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

5 CHALLENGES FACING LIFE SCIENCE MARKETERS Regulatory Global Differences Global Differences Marketing Budget Cuts Marketing Budget Cuts eMarketing Reimbursement Federal Funding Federal Funding Competitive Landscape Competitive Landscape R&D Budget Cuts R&D Budget Cuts Logistics Mergers and Acquisitions Partner Focus © Building 12 Communications, LLC 2014 Access to Patient Samples

6 DO YOU HAVE A SUSTAINABLE COMPETITIVE ADVANTAGE ?

7 © Building 12 Communications, LLC 2014 THINKPLAN Market 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

8 © Building 12 Communications, LLC 2014 “Hope is not a strategy” — RICK PAGE

9 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

10 THINK – HOW DO YOU WANT TO BE PERCEIVED IN THE MARKETPLACE? © Building 12 Communications, LLC 2014 “Positioning is an art. Great positioning tells a compelling, attention grabbing story – a story that resonates with your audience.” — REBEL BROWN

11 THINK – HOW DO YOU WANT TO BE PERCEIVED IN THE MARKETPLACE? © Building 12 Communications, LLC 2014 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

12 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

13 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

14 CUSTOMER NEED 1 CUSTOMER NEED 2 CUSTOMER NEED 3 CUSTOMER NEED 4 FEATURE 1 FEATURE 2 FEATURE 3 FEATURE 4 © Building 12 Communications, LLC 2014 THINK – USE VISUALS TO COMMUNICATE QUALITATIVE INFORMATION

15 PLAN – THE TREE SWING; ILLUSTRATES THE NEED FOR A CUSTOMER REQUIREMENTS DOCUMENT © Building 12 Communications, LLC 2014 paragoninnovations.com/guide.shtml

16 PLAN – DEVELOP A ROBUST CUSTOMER REQUIREMENTS DOCUMENT REQUIREMENT MUST HAVEREQUIREMENT DESIREDOWNERSTATUS 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 Solidifying must-haves provide alignment and progress tracking

17 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

18 PLAN – KNOW WHAT LEVERS CAN YOU PULL © Building 12 Communications, LLC 2014

19 PLAN – KNOW WHAT LEVERS CAN YOU PULL © Building 12 Communications, LLC 2014

20 PLAN – KNOW WHAT LEVERS CAN YOU PULL KNOW WHAT YOU HAVE IN YOUR ARSENAL © Building 12 Communications, LLC 2014 EASE OF USE PLATFORM COST TIME TO RESULT TECHNICAL EXCELLENCE

21 PLAN – GET THE MESSAGE OUT! TARGET SCIENTIFIC HOT SPOTS CUSTOMER 24/7 ACCESS 3 RD PARTY KOLS INBOUND MARKETING TRADE SHOWS EMARKETING BLOGS WEB © Building 12 Communications, LLC 2014 FOR THE LIFE SCIENCES, TARGET WORD OF MOUTH AND SELF SERVICE CHANNELS (E.G. WEB)

22 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 © Building 12 Communications, LLC 2014 FOR EXAMPLE, how sensitive is sensitive enough?

23 ACT – CREATE A CUSTOMER ADVISORY BOARD Use very specific criteria ensuring all are potential customers or buying influencers © Building 12 Communications, LLC 2014 PRESTIGIOUS INSTITUTION KEY OPINION LEADER LARGE USER GLOBAL INFLUENCE WORD OF MOUTH MARKETING

24 ACT – CHOOSE YOUR CHANNEL STRATEGY © Building 12 Communications, LLC 2014 DIRECT SALES DISTRIBUTION Hire the best; faster, better return Support the field with tools Get real time, direct customer feedback 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 Make sure you understand what you’re getting Face time with sales Marketing costs/expectations Dual payments

25 ACT – PROVIDE QUALIFIED LEADS BASED ON TARGETED CAMPAIGNS ADD AN INBOUND MARKETING TOOL TO DRAW LEADS TO THE BRAND Source: HubSpot Home Page © Building 12 Communications, LLC 2014

26 MEASURE AND PROVIDE VISIBILITY TO LEAD FUNNEL © Building 12 Communications, LLC 2014 Source: HubSpot Home Page Blogging, SEO, Social Media, PPC, Keywords Landing Pages, Offers, CTA’s, Forms Lead Nurture, , Workflows, Lead Mgt Research Mode Ready to Buy Interested Buyers

27 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

28 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

29 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 THINKPLANACT

30 THANK YOU © Building 12 Communications, LLC 2014


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