Life Science Blog - Marketing Insights

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.

Marketing to scientists requires a deep understanding of how they think and communicate. Strive for accuracy, clarity, and transparency.

Ten nonfiction science books to consider for your next read.

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.

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

A unique and compelling value proposition is essential for defining why a potential customer or partner should choose you over a close competitor.

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 describes how to use metaphors and analogies to explain complexity and inject creativity into life science content marketing.

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.

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.

Learn life science email marketing techniques to more effectively connect and engage with target audiences.

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

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.

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.

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.

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

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.

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.

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?

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

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.

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.