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

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


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

> > > >


CHALLENGES FACING LIFE SCIENCE MARKETERS

Regulatory

GlobalDifferences

MarketingBudget Cuts

eMarketing

Reimbursement

FederalFunding

CompetitiveLandscape

R&D BudgetCuts

LogisticsMergers and Acquisitions

Partner FocusAccess to Patient Samples

DO YOU HAVE A

SUSTAINABLE

COMPETITIVE ADVANTAGE?


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


“Hope is not a strategy”— RICK PAGE


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!


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


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


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


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!


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


PLAN –THE TREE SWING; ILLUSTRATES THE NEED FOR A CUSTOMER REQUIREMENTS DOCUMENT

paragoninnovations.com/guide.shtml


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


PLAN –BE REALISTIC ABOUT THE MARKET SIZE AND CAPTURE RATE

TOTAL MARKET

REVENUE


PLAN – KNOW WHAT LEVERS CAN YOU PULL


PLAN – KNOW WHAT LEVERS CAN YOU PULL


PLAN – KNOW WHAT LEVERS CAN YOU PULL KNOW WHAT YOU HAVE IN YOUR ARSENAL

EASE OF USE

PLATFORM COST

TIME TO RESULT

TECHNICAL EXCELLENCE


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)


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?


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


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

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=W29QlqLxC9Wj3M&tbnid=Idh0-5ovfemz5M:&ved=0CAUQjRw&url=https://www.vwr.com/&ei=xobVUvXwE8ji2wXBjIHgCw&bvm=bv.59378465,d.b2I&psig=AFQjCNHG3IqUexatjJFgiX95hgpFgOMrNA&ust=1389811690952599

http://www.abbvie.com/


ACT – PROVIDE QUALIFIED LEADS BASED ON TARGETED CAMPAIGNS

ADD AN INBOUND MARKETING TOOL TO DRAW LEADS TO THE BRAND

Source: HubSpot Home Page


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


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

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=YCduxz5eHAwtsM&tbnid=tHth1l6JeRDzNM:&ved=0CAUQjRw&url=http://www.brainsins.com/en/blog/dashboard-for-e-commerce/2147&ei=zTbQUoj1DoWT2QXQp4GwBw&bvm=bv.59026428,d.b2I&psig=AFQjCNGNn23f76Jc28nWJnD7jTzR7X6fHg&ust=1389463621097220

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=YCduxz5eHAwtsM&tbnid=tHth1l6JeRDzNM:&ved=0CAUQjRw&url=http://www.brainsins.com/en/blog/dashboard-for-e-commerce/2147&ei=zTbQUoj1DoWT2QXQp4GwBw&bvm=bv.59026428,d.b2I&psig=AFQjCNGNn23f76Jc28nWJnD7jTzR7X6fHg&ust=1389463621097220


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


• 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


THANK YOU

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

Documents

research products

orientation slide

opponent research

ab vp marketing

strategy rick page slide

illustrators managed

voice of customer

wide brand training