INBOUND ACCELERATOR

 

Any good integrated marketing and PR program is built on a foundation of planning, strategy and interdepartmental collaboration. But the bricks, steel, windows and doors that make up the structure the world sees are composed of content.

Content is essential, whether you are talking about basic website text on the homepage and in FAQs, downloadable whitepapers, reports, and other resources, or blog posts, bylined articles contributed to industry media, social media updates, or even videos and infographics and other images. Content matters.

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Integrated marketing and public relations rely on balancing a content triad — using earned, owned, and shared content to reach audiences and drive awareness, lead generation and sales. So how do you maximize the “earned” component to access audiences without spending money on advertising?

For B2B businesses, particularly in information-, knowledge- and technology-heavy industries, the answer is in high quality thought leadership articles placed with trusted industry media. That is the approach JONES and QPS took to gain the global CRO (contract research organization) valuable exposure without a huge investment in paid advertising.

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As an agency offering integrated public relations and marketing solutions, we only succeed if our clients succeed. And that is why I love sharing success stories, something I plan to start doing regularly here on the Inbound Accelerator. I know there are things my readers can learn from hearing about what has worked well — in some cases, extremely well — for our clients.

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Every industry has individual nuances in marketing tactics, techniques and needs. And while nearly every B2B market is also filled with industry-specific knowledge and vocabulary that marketers must understand in order to create credible content, when it comes to businesses in the life sciences sphere, the need for expertise and immersion in the field is even greater.

Life sciences, as a field, encompasses a wide range of businesses, most of which support the infrastructure that enables the healthcare system, from medical device manufacturers, to pharmaceutical companies, DNA research, and the contract research organizations that take on drug discovery, pre-clinical and clinical trial research for pharmaceutical and biotech companies.

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It can be tempting to think of all B2C marketing as being the type of impulse decision to which you can appeal with an emotion-driven campaign showing happy, strong, cool people. Not everything is as simple as a refreshing soft drink on a hot day or a pair of shoes that totally make the outfit.

At JONES, we have experienced the side of B2C marketing that requires engaging consumers with useable and useful information, understanding that larger investments have a longer sales cycle, and that especially now, with the world in our pocket, consumers research a wide range of products before making their final decision. The lessons we’ve learned through marketing financial services, higher education, personal electronics and even nutritional supplements for endurance athletes can be applied to a wide range of other B2C products and services.

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I want to personally congratulate our new biotech/pharmaceutical client QPS on the expansion of its U.S.-based Phase I clinical trial capabilities to support the growing needs of its pharmaceutical, biotechnology and CRO (contract research organization) partners.

To fill their drug pipelines, large pharmaceutical and biotechnology companies are buying promising drug compounds that have been developed by small biotech companies up to the point of candidate nomination. These promising compounds then become candidate drugs that the large companies put through rigorous testing and analysis before potentially being reviewed and assessed for approval by the FDA.

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