TWO DAY LIVE SEMINAR

The 2016 Life Science Marketing Super Summit

This event has now ended. Register below to be notified when recordings become available.


YOUR HOST


Harrison Wright

Affinity Biotechnology

SPEAKERS

Carlton Hoyt
BioBM

Andy Bertera
New England Biolabs

David Chapin
Forma Life Science Marketing

Hamid Ghanadan
The Linus Group

Guy Page
Pacific Biomarketing

Nick Oswald
Bitesize Bio

Olga Torres
Averica Discovery

Chris Conner
Life Science Marketing Radio

Two Days, Nine World Renowned Life Science Marketing Experts

This year's MUST-ATTEND online event for marketers of Life Science products and services. Join us and receive:

  1. Nine thought leaders give you a "peek behind the curtain" and share their cutting edge Life Science marketing strategies that you can implement
  2. LIVE Q&A session with each of our experts
  3. Supplementary material to take away to aid you in implementation
  4. You will also be invited to join our exclusive, invite-only Linkedin group so you can network with like-minded professionals, share advice on implementation and talk directly with our experts
  5. Register now to receive an exclusive 10% discount for the 2016 ACP-LS annual meeting, a live event featuring networking, career and skills development for Life Science marketing and sales professionals
  6. Attend from the comfort of your home/office - and what's more, it's free!


SUMMIT DATES

SEPTEMBER 7th & 8th

Starts Wednesday

10AM Eastern 
7AM Pacific
3PM UK

TIME LEFT

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IN PARTNERSHIP WITH...


DAY ONE

Carlton Hoyt
BioBM

Beyond Content: How "Resource Marketing" is the Paradigm That Will Deliver Transformational Value To Your Brand

Attention is a resource that is inherently limited. Each person only has so many hours in the day. As more companies (and other distractions) vie for their attention, it behaves like any limited resource under increasing demand – the cost goes up.

Content marketers in the life sciences have reached a critical point. The traditional paradigm of content marketing is becoming ineffective. Content marketers have endeavored to create, publish, share, and then repeat this cycle to the point where there is far too much noise. It is becoming ever more difficult to win the battle for attention. Quite simply, content marketing is no longer enough.

We need to shift from a simple content marketing paradigm to a resource marketing paradigm. We need to stop thinking about creating more stuff and start thinking about how to build things of utility that meaningfully help solve our audiences' problems.

10AM Eastern | 7AM Pacific | 3PM UK


Andy Bertera
New England Biolabs

Is Customer Experience the Source of All Competitive Advantage?

A great product at a great price does not guarantee it will be a commercial success. Today, such success is based on many factors, including how easy the product is to purchase and the quality of support that is received; factors that, together, contribute to the overall experience that the customer has with the supplier.

In a recent interview with Nicolas Maechler of McKinsey & Company, he described customer experience as "the observed performance that the customer has with its supplier, minus (their) expectation". In today's ever-more digital world, these expectations are continually increasing. As such, suppliers must evolve to meet their customers' expectations and, if they want to truly exceed them and gain any source of competitive advantage, develop new and enhanced ways of interacting with them.

This webinar will explore this challenge for suppliers in the life sciences and highlight how one company, New England BiolabsⓇ, who has a reputation for delivering high levels of customer satisfaction, is facing this issue.

11AM Eastern | 8AM Pacific | 4PM UK


Harrison Wright
Affinity Biotechnology

How to Immediately Apply Marketing Principles You Already Use To Dramatically Increase Your Attractiveness as an Employer

Your marketing campaigns are only as effective as the individuals who execute them. Yet, while marketing approaches and technologies are advancing at an incredible pace, hiring methodology is as dysfunctional as it ever was.

In this talk, Harrison will show you a simple but almost universally overlooked method you can apply immediately to make joining your team far more attractive to high performance marketers, even if you don't work for a major brand.

Companies that apply this methodology typically see over 60% increase in applications for their vacancies, and - incredibly - an increase of up to 400% in "top 20%" talent recruited.

Harrison is a recruitment marketing strategist and Managing Director of Affinity Biotechnology - a recruitment company dedicated solely to building high-performance marketing and sales teams for Life Science product and service companies.

12PM Eastern | 9AM Pacific | 5PM UK


David Chapin
Forma Life Science Marketing

How to Align Your Marketing and Sales Teams to Achieve Consistent, Compelling and Differentiated Branding

A recent poll found that almost two thirds of sales and marketing leaders rated the alignment of their sales and marketing operations as "poor". Too often sales and marketing departments view each other with suspicion, or downright hostility.

How do we prevent our efforts in building a compelling and differentiated brand story from being continually undermined from within?

The answer is clear. In this talk, David will show you how to harness the latest social science research and proven marketing and communication techniques to align your Life Science sales and marketing employees to the same consistent, compelling and differentiated message at every touch point - resulting in more engaged prospects, shorter sales cycles and greater alignment amongst employee teams.

David Chapin is CEO of Forma Life Science Marketing and author of the book Making the Complex Compelling, Creating High-Performance Marketing in the Life Sciences.

1PM Eastern | 10AM Pacific | 6PM UK


Hamid Ghanadan
The Linus Group

Catalytic Experiences: Persuading Scientists and Clinicians with Effective Digital Marketing

The speed with which communications technologies are changing the way scientists and clinicians read, write, engage and make decisions is outpacing our ability to be strategic in marketing and sales. In this talk, strategist Hamid Ghanadan offers the synopsis of his latest book - Catalytic Experiences - analyzing the future of content and digital marketing and offering a method that empowers science and healthcare marketers to cut through the ever-increasing market noise and truly shift the market's understanding in their favor.

Hamid Ghanadan is the founder of Linus, the strategic marketing agency that has redefined marketing content for life science and medical industries. A biochemist by training, Hamid has dedicated his career to closing the gap between science and humans by studying the interplay between logic and emotion in how people comprehend technical information, and applying storytelling and user experience theories to shift understanding. He is the author of two books: Persuading Scientists and Catalytic Experiences, and has appeared on the global stage at TEDx.

2PM Eastern | 11AM Pacific | 7PM UK





DAY TWO

Guy Page
Pacific Biomarketing

Beyond Tools: How Does Traditional Marketing Become Digital Marketing?

When we think of digital marketing, we generally think of tools: social media, automation, analytics, PPC, retargeting, SEO and the many, many others.

This is a mistake that leads so often to a waste of time and money, to frustration, confusion and disappointment.

Before selecting tools and putting them into active use, it is important to have a solid understanding of what digital marketing is, along with how it both differs from traditional marketing, and extends the concepts of traditional marketing.

This may seem like a dry, academic exercise. In my experience, however, the most common contributor to an under-performing digital marketing program is not a lack of competence with the tools, but a failure to understand - and put into practice - the concepts that form the foundation of digital marketing.

This webinar will focus on two main topics: (1) how digital marketing has transformed and expanded traditional marketing concepts, and (2) the unique and important concepts that make digital marketing what it is.

We'll use specific examples and discuss practical ways to use the ideas. We'll also talk a bit about tools.

10AM Eastern | 7AM Pacific | 3PM UK


Nick Oswald
Bitesize Bio

How To Invest in Content Marketing For Permanent Competitive Advantage

Every company, every marketer in Life Science knows they need to be doing Content Marketing. But very few people understand how to get started, or how to make Content Marketing really work for them

As a result, very few Life Science Companies have launched any sort of comprehensive content marketing. Most are still hiding in the old world of banner ads or nervously dabbling in pay-per-click. Of those companies who have made a start, the vast majority have fallen into the same old set of pitfalls that preclude success.

This presents a huge opportunity for you: The race is still there to be won. By investing in a properly executed content marketing campaign now, you can give your company a massive, permanent competitive advantage in 3-5 years from now.

How do I know? Because I have done it myself. My name is Dr Nick Oswald. In 2007 I was working as a researcher in biotech and started a blog called Bitesize Bio. Since then - through experimentation and perseverance - I have grown Bitesize Bio into what might be called the ultimate content marketing resource for Life Science.

Bitesize Bio is a vibrant community that attracts over 2 million bioscience researchers per year, and that number grows every year. All of those researchers have found Bitesize Bio organically, simply because it provides excellent content that helps them in the lab.

This is the power of content marketing: Automatic attraction of targeted, engaged prospects who are actively seeking your influence and assistance.

What difference would automatically attracting thousands, tens of thousands or even millions of targeted, engaged prospects into your company’s sphere of influence make to your business? A lot I’d guess. It would be a foundation for success for any company.

You will learn:

  • Exactly why content marketing is the best marketing approach you can use right now
  • The five pillars of a successful content marketing strategy
  • The mistakes that wreck 99% of content marketing campaigns
  • How to get click-through rates of 10.23% and above to your highest value pages using educational content
  • A simple, but effective, recipe for starting or improving your content marketing approach

11AM Eastern | 8AM Pacific | 4PM UK


Olga Torres
Averica Discovery

Do You Speak Robot? Interpreting and Optimizing Content Based on Data Analytics

When you write, does your audience include bots? Each message we write starts with a goal. It may be to drive a lead to your site, or to convert them with carefully crafted positioning statements. The message targets an audience, but scientists are not the only ones reading your site.

Research publications signal credibility and subject matter expertise within the scientific community. While Google's bots can read those journals, it cannot associate authority the same way a scientist would. Instead, bots look for quantifiable signals. They evaluate the way users move through your site. What do they click on? How far do they scroll down? The patterns bots see determine your credibility as a resource.

We have access to all of the data bots use to determine the value of a piece of content, and the value of a brand. This presentation dives into the data behind key ranking factors, helping you uncover the patterns behind your brand. The talk also explores ways to shape your pattern, adding value to the way a bot perceives your brand.

12PM Eastern | 9AM Pacific | 5PM UK


Chris Conner
Life Science Marketing Radio








How Audio Content Amplifies the Power of Your Marketing Mix

Audio holds unique advantages over other content types. We'll explore those advantages along with the ability of audio to create exceptional engagement with your customers. You'll discover what types of content are best suited for audio and how easy it can be to produce and repurpose audio into other forms of content.

Chris is a content marketing strategist and the host of Life Science Marketing Radio -  a podcast featuring thought leaders from inside and outside the sciences to help you increase your marketing ROI.

In this talk, you'll also learn:

  • ​Where audio content fits in your marketing mix to get new customers
  • What simple equipment you need to produce professional sounding audio
  • Three possible formats for a regularly scheduled audio program (podcast)
  • How audio can make all of your content production easier

1PM Eastern | 10AM Pacific | 6PM UK