Life Science Blog - Marketing Insights

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

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.

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 about the importance of authentic marketing and how to market with authenticity on a limited budget.

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.

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.

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.

Cobalt Communications, a leading provider of marketing services for the life science industry, was recently recognized as one of the top 10 life science marketing agencies by Life Sciences Review, a publication covering the industry.

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

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.

This blog reviews how you can position your company as a thought leader and differentiate it from competitors.

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.

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

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.

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.

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.

In this article, we explain how to create a simple, concise internal communications strategy that you can use in any industry.

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

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

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

The last time you bought a car, did rational thought or emotions guide your decision? Read on for more on rational versus emotional branding and how it affects consumer behavior.

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.

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

Also called vision boards or inspiration boards, mood boards are tools for communicating a feeling, theme, persona or mood for a design or a style in a way that can be quickly absorbed and understood by those viewing them. Mood boards can be used to confirm that all stakeholders are on the same page or get feedback if not. Join Cobalt Communications Art Director Mark Miller on an exploration of this vital design tool.

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.

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.

It’s easy to get overwhelmed by the terabyte-sized mountain of data that piles up every day from our business systems and processes. But the mountains of data represent a goldmine of opportunity — if you can find the right nuggets. That’s where KPIs come in. Grab your harness and pick axe and let’s start exploring the majestic wonder of KPIs.

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.

The quest for perfection is everywhere, and it’s easy to get sucked in. But perfection can be detrimental, especially to small business owners or marketing managers who have long to-do lists and fewer productive hours to get things done. Let’s take a look at some of the consequences of an unhealthy obsession with perfection — and how we can use perfection to make us more productive.

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.

Every time consumers shop, they face a plethora of products of all types, even for the most mundane items. At first glance, most shampoos, light bulbs or televisions may seem the same or at least very similar. So advertisers are constantly looking for ways to differentiate their products and make them stand out. Using science is one way to do that. But is the science real or is it soft, squishy and skeptical?

Eclipse mania may be fading (along with the white-hot images on our retinas), but the idea of an eclipse — an obscuring of light from one celestial body by the passage of another between it and an observer — made me think about how this phenomenon applies to communications. Is it possible to behave in such a way or deliver messages in such a way that the audience only remembers the person sending, not the content being sent?

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.