I think science marketing is broken: I don’t believe scientists care about company blogs, social media or the pile PDF posters everyone has. And it’s so hard to get scientists to try a new alternative because it’s too risky.
So what can we do? #marketing #sciencetwitter
So what can we do? #marketing #sciencetwitter
1. Keep your existing customers up to date on new products and services. Show them ALL the supporting data, and not in the cherry-picked app note style. Show them the proper data - mess and all!
2. Make it easier for scientists to try new stuff. Budgets are always tight so ain’t no one throwing that away on an alternative products. Give them free samples. Let them try something. Maybe they have experiments on the side to compare without investing too much.
3. Stop trying to do everything. Be good at something. Do one thing really well and be known for that. Just like no one wants to go to the restaurant selling pizza and curry and noodles and steak, people don’t trust vendors supplying everything in the lab.
4. Similar to 3., be clear on what your kit or reagent *doesn’t* do. If that ICC protocol sucks for ion channels then say so. If your assay has an actual detection limit of 100 pg/mL don’t say it it has ‘theoretical detection limit down to 10 pg/mL’ Quit your bullshit.
That’s about it really. Other than getting out to labs and being actual humans, offering research grants, answering questions without always to sell something, and providing transparent product data, I don’t know what else to do. But I think we can bin company blogs.
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