Life Science Blog - Marketing Insights

Often, the most influential discoveries in the history of life sciences can be traced back to a singular moment or, in some cases, a single sentence. This blog explores ten of those pivotal instances in which just a few words permanently reshaped our understanding of the world and science.

Fill-finish manufacturing ensures sterility, safety, and efficiency in pharmaceutical production, preventing contamination risks.

Struggling with long life science sales cycles? Learn how to engage stakeholders, meet regulatory needs, and nurture leads effectively.

The very sounds that go into a word can subtly alter our perspective of the thing it names. In this blog, Cobalt explores the role of linguistics in shaping how an audience responds to the language we use in life science marketing and communications.

Jargon is often scorned, but it’s not always bad. In technical fields, it’s even necessary. This blog explores how marketing writers can detect jargon, evaluate its use, and replace it with stronger, clearer language.

AI is transforming drug discovery by accelerating target identification and then helping scientists custom-design molecules with therapeutic effects against those targets.

Compelling ESG report design builds trust, attracts investment, and highlights sustainability progress for life science B2Bs.

Cobalt received four MarCom Awards in the 2024 competition.

Cobalt received four MarCom Awards in the 2024 competition.

Discover how targeted strategies, engaging content, and data-driven tools can enhance life science lead generation.

Is your B2B marketing catching up or setting the pace? Ready to partner with a life science marketing agency?

Cell and gene therapy are revolutionizing medicine by offering groundbreaking treatments that address diseases at their molecular roots. These therapies, including CAR-T and CRISPR, provide hope for previously incurable conditions, promising personalized and precise medicine that could transform healthcare and patient outcomes globally.

This blog explores best practices for trade show marketing in the science sector, emphasizing strategic pre-show planning, engaging booth design, and effective post-show follow-up. It provides actionable insights to help science-based businesses stand out, connect with industry leaders, and achieve measurable success at trade shows.

Learn how the customer journey map can guide your content strategy and reduce the friction that may stop a customer’s progress. Consider the customer journey for a fictional medical device startup company and how to describe and target the ideal customer.

Exploring the pharmaceutical and biotech industries, their evolution, challenges, trends, and future directions in healthcare innovation.

Learn how design principles can help B2B science marketers engage and inform their audience and ease comprehension of complex information.

Single-use technologies are revolutionizing biopharmaceutical manufacturing. Challenges include regulation, standardization, and environmental impact.

Successful CDMO marketing is not a set-it-and-forget-it endeavor. It involves cycles of analysis, implementation, measurement, and readjustment.

CDMOs streamline pharmaceutical development, offering cost-efficiency, expertise, and agility in producing innovative therapeutics.

By implementing customer-focused content marketing strategies, science B2Bs can cultivate customer trust, encourage repeat business and referrals, and gain a competitive edge.

Strong, effective B2B marketing is critical for science-driven companies to stand out in increasingly competitive industries. From pharmaceuticals to materials science to medical devices, specialty chemicals, and beyond, you can maximize B2B marketing by following a standard set of best practices.

Cobalt received four MarCom Awards in the 2023 competition.

Biosimilars are similar versions of biologics, which are drugs made from living sources. Here’s everything you need to know about how they’re made, what they treat, and why they’re desirable.

This article will introduce common AI tools and how to use them effectively for brainstorming in creative agencies.

AI marketing tools can deliver many benefits, allowing companies to operate more efficiently while better predicting and satisfying customer needs. Learn about related ethical and legal concerns and how to handle them.

This blog post reviews key considerations when choosing typography for complex data sets.

In this blog, we’ll look at the biomanufacturing process, and how upstream and downstream bioprocessing contribute to the creation of a final biologic that is safe and effective.

Learn the value of integrated marketing campaigns for science businesses and how they can maximize your marketing efforts.

Learn the art and science behind how prescription drugs get their unique sounding and looking names.

Antibody-Drug Conjugates combine monoclonal antibodies, payloads, and linkers to selectively target cancer cells.

How to incorporate ESG marketing into your overall sustainability communications strategy.

Having a robust marketing plan for medical devices, including effective content marketing, can help companies establish themselves as leaders in the industry.

Extractables and leachables are contaminants that may be present in a drug product. These impurities can come from any associated manufacturing or packaging components. The FDA regulates the testing of these impurities. The rise of single-use products and biologics poses new challenges.

Learn how using stories in your presentations can make your company’s message more memorable, persuasive, and interesting.

By utilizing storytelling in your social media posts, you can build a meaningful, ongoing conversation with your audience.

This infographic was created as part of Cobalt’s Understanding Blue campaign. Contact us today to discuss how we can help you increase understanding in your target audiences.

Whether the story is fictional or based on facts, storytelling is the differentiating factor through which a narrative can communicate a brand’s values. In other words, what a brand stands for, not what it sells.

When choosing a brand color, find the best color that identifies the personality and message of your brand.

Explore why science-focused organizations need social media and how to effectively use it as a business tool.

Storytelling is still one of the most effective ways to reach prospective customers. Learn how you can use some simple storytelling techniques to make your case studies interesting, creative, and illuminating narratives.

Good graphic design is a key element of nearly any marketing communications project. Find out how incorporating visual design into your communications can help you meet the challenges of marketing your science-focused products and services.

Powerful headlines take work, but few resources explain how to write killer headlines that get readers to click. This blog covers all of the bases.

After a few years of diligent blog writing, organizations accumulate a lot of blog content. In this article, we explain why and how to update blog posts.

As communicators focused on helping science-related businesses connect with their audiences, Cobalt is curious about nascent solutions and markets still being shaped by cutting-edge research and development.

This blog post will examine the value of internal and external strategic communications for business growth and illustrate this concept with three real-world examples.

Examine the best practices of communicating complex ideas and evaluate the best marketing tools for the job.

Imagine that you are tasked with defining a new brand. You’d probably tend to start by selecting colors and fonts, creating a logo, and designing a website. Yes, all of these brand elements are essential, but they focus primarily on the visual aspect of branding. What’s missing are ways to engage the rest of our senses…

Tell a better brand story by developing and consistently implementing a brand messaging framework.

Writing lists correctly is not rocket science, but there are rules to follow. This is a beginner’s guide to writing lists.

Examine the best practices of communicating complex ideas and evaluate the best marketing tools for the job.

Demonstrated progress in sustainability can help build relationships and show your company’s authentic commitment to environmental and social issues.

Interviewing a subject matter expert can be stressful or even intimidating, but with just a little preparation, you can get all the info you were hoping for … and more. That’s why we’ve put together this article about how to conduct successful subject matter expert interviews.

PowerPoint can be an effective tool if it’s used correctly. Here’s how to pimp your presentation.

The best doers don’t always make the best leaders; read these tips to lead better.

Review everything you need to know to start designing websites that appeal to different personality types.

Graphic designers have many different tools for creating effective visual communications — isolation is one of the most important.

The language of loneliness has been universal this year. A close look at how loneliness, isolation and solitude can help and hurt us.

Ten corporate communications best practices every science-based company can use to increase engagement, promote understanding and win customers.

These internal communications best practices can either build or reinforce a communications culture.

Here are Cobalt’s eight predictions about post-COVID marketing.

During a global pandemic, it can be helpful during our own isolation to take a peek at artists and thinkers who used solitude to their advantage in their writings and processes.

Clichés aren’t always bad. They can foster togetherness, inclusion and mutual understanding — a verbal or visual common ground.

Writers and designers are “creatives,” but they work quite differently. What can each creative discipline learn from the other?

Imagine internal and external communications as two partners in a well-functioning, long-term relationship. Like any great partnership, they’re better when they work together and play off of the other’s strengths.

What makes a slogan so effective? Why do some (think “Where’s the Beef?”) become earworms and others fall flat?

We get it, the communications landscape can be a bit confusing. So we broke it down for you.

Take some time to reevaluate and rebalance your sales and marketing efforts.

Effective messaging isn’t only about what you say — it’s also about how and when you say it to whom

Even for the most experienced marketing pros, the responsibility of keeping your brand’s content flowing across the web can be daunting, even exhausting. It’s like feeding a monster that’s never satisfied. So,in this article, we turn to a familiar mantra of environmentalism — Reduce, Reuse, Recycle — to explore how marketers and business professionals canget more mileage out of theircontentand do more with less.

Swearing in the workplace used to be a no-no — no questions asked. But as three-piece suits have been replaced by khakis and no-tuck shirts, so too have we become more casual about the occasional oath or obscenity. Research shows that swearing can play an important role in communication, though there are some who argue it has no place in civil discourse.

Sun Tzu, author of The Art of War, is often regarded as one of history’s greatest military strategists. According to the Chinese general, if you want to defeat your enemy, you must know them as well as you know yourself. The same is true if you’re marketing a brand — to succeed, you must know your competition.

Leaders of all kinds may feel they’re working 24/7 to take their organizations to the next level. There are this year’s trends and this quarter’s results and next quarter’s forecasts to worry about. You’ve built 7 highly effective habits but may feel frustrated enough to scream those 7 dirty words or commit one of the 7 deadly sins. Let’s reverse-engineer successes of organizations that have made it to where you want to be.

Today, it’s easy to see brand positioning at work in some of the most recognizable brands, such as Netflix and Whole Foods. But even if you don’t have the resources of these big consumer brands, even if you’re a small B2B businesses, you can apply the principles of positioning.

Every day, we’re bombarded by the maddening susurration of voices coming to us via the internet. Much of it is potentially interesting, but most of us don’t have the time, inclination or supernatural abilities to absorb it all. That’s why, as marketers and communicators, we must produce content that stands out and grabs the attention of our busy and easily distracted audience. One great way to do that is to start telling stories. In this article, we share some basic storytelling techniques that can be adopted easily as you develop content for common social media platforms.

Fear, Uncertainty and Doubt, or FUD, is a fear-based marketing strategy used in disciplines such as public relations, advertising and even politics. Influencers use FUD techniques to make us stop, think and change our behavior to choose their preferred option over another more questionable option. Keep reading to learn how you can leverage fear in your marketing — and when you might decide to avoid it altogether.

Each September, Interbrand releases its “Best Global Brands” annual rankings. While we wait to find out who will top the 2018 list, let’s take a closer look at the importance of brand consistency to businesses large and small, whether they sell to other businesses or direct to consumers.

The north pole is at the top of the world, and the south pole is at the bottom. But why is this? There is no scientific reason that one pole should be considered “up” and one “down.” A brief history lesson about the Mercator projection can help us appreciate the importance of a fresh perspective in our creative strategies.

When you think of brainstorming, you might conjure up images of the Schooner Tuna creative session from Mr. Mom: agency team members gathered in a conference room, cigarette smoke billowing, clothes wrinkled, Chinese food growing crusty in the takeout containers while ideas died their slow death on an easel pad. A lot has been learned about brainstorming since then, including the fact that groups are not always better than individuals when it comes to generating great ideas.

Successful environmental branding creates a physical space that effectively embodies a brand and communicates its attributes, personality and key messages. That space may be in retail stores, restaurants, office environments or even at tradeshows. It is accomplished through intentional design of a space’s atmosphere and carefully considers factors such as color, texture and materials, size and smell.

At Cobalt, we take understanding seriously. But what does that really mean? What is understanding? When someone attains understanding, what have they achieved? In this post, we try to understand understanding more deeply.

Call it a slogan. Call it a cutline. Call it a tagline. Whatever you call it, just don’t dismiss it as a piece of throwaway marketing language. A powerful tagline can help you differentiate your business and attract new customers.

So what’s in the DNA of a great name, the unseen coding that makes it look and sound like a million dollars? Our checklist dissects five simple requirements that will help your brand grow into an empire worthy of worship.

As a company owner, leader or manager, you’re not just building a business. You’re building a brand. “Doing business” refers to day-to-day operational stuff. “Building a brand” refers to developing an idea that is worth loving — an idea that will connect what you do with the people who consume it and create a memorable, emotional reaction. And the secret to building your brand? Knowing what’s important and what’s urgent.