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Latest posts from Covalent Bonds
The team at Covalent Bonds are all women, so we informally call ourselves the ‘Bond Girls’, but we have never done so externally. We debated long and hard on whether we could use this name externally. Would we still be taken seriously? Are we doing ourselves a disservice by calling ourselves the Bond Girls? We even debated whether writing this blog was the right thing to do. Is this because marketing has suffered from a lack of quantifiable evidence of its success?Read More
Making Marketing Decisions on Facts not Assumptions: Understand your Scientific Audience Using Primary Data
Truly understanding a customer requires us to know their behavior and drivers, and to talk to them in a language that resonates, not a language that you think resonates. This is where persona-development typically fails. Teams develop personas based on insights from the sales team and years’ worth of experience. In other words, they develop them on other people’s assumptions held about the audience, not on what the audience think and feel.Read More
So, the board has approved the appointment of a life science marketing agency, it is now up to you to draw up a short list of agencies to speak to. Most people start by asking their network who they work with. They look at who the big players have retained and pull together a short list.Read More