When it comes to trying something new, a research scientist at Merck-Schering in Kenilworth, NJ looks for the same thing a teenager looks for at the Garden State Plaza shopping mall in nearby Paramus: advice from their peers.
…the Merck scientist can’t “vine” their new cell culture device …
We all seek reassurances when we buy something, especially when it’s new and different. While a teenager at the mall communicates instantly using new media, the Merck scientist can’t “vine” their new cell culture device; they have to rely on slower methods, including conferences, meetings, and publications. The scientist is bound by confidentiality, so life science marketers have little to go on.
New tools offer help. They’ve allowed a glut of videos, slide shows, webinars, infographics, and other content to flood our combined consciousness daily. The advent of new media is starting to level the playing field, and tiny marketers with even tinier budgets are using clever ideas to get noticed. Finding the right medium and developing an original message isn’t easy, though.
If you’re looking for help, there are creative agencies and collaborations that specialize in different industries and fields. We focus on life science. If you want to try something new for getting your message out, drop me a line.
photo credit: <a href="http://www.flickr.com/photos/paulk/2738238348/">Paul Keller</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by/2.0/">cc</a>