subject: How To Find Targeted Scientific Marketing Services [print this page] Communications are vital to the growth and indeed, the sustainability of any business; whether yours is a for profit or non-profit organization, whether you're in manufacturing or the service industry, marketing communications are key to your success as an organization. Laboratories are just as much in need of effective communications as are any other firm; but lab marketing calls for a different way of looking at your marketing efforts. From the kind of marketing message you want to get out there to the businesses (or less likely in the case of a laboratory, individual consumers) with whom you do business.
Marketing for laboratories and companies who manufacture lab equipment is something which falls decidedly into the B2B (business to business) rather than the B2C (business to consumer) category; it's an entirely different kind of approach than you'd take if you were marketing consumer packaged goods, but it is still of course about getting a well crafted, compelling message to the right people. In this case of course, it's largely purchasing agents and C-level executives rather than the average person that you're trying to reach - so some expertise in the field and a strong understanding of the scientific and research sectors as well as about the market for lab equipment is an essential for effective lab marketing.
If your organization is a research laboratory, it's more likely than not that you don't have an in-house marketing operation; in which case you'll need to work with an advertising agency or public relations firm which specializes in your field to create your message and get it across to your target market using the right media outlets.
Speaking of media, this is where working with a specialized scientific advertising agency is an excellent idea; these firms can help you with media planning as well as help your organization to negotiate better prices on your media buys and help you to get the optimal return on the investments you make in marketing and advertising your products or services.
Especially if your professional expertise doesn't happen to be in advertising or marketing communications, it can be hard to decide what the best way is to reach your target market. Would it be better to advertise in a industry-specific magazine, issue press releases in venues which are likely to get the attention of decision makers who are interested in your products and services, on the web or all of the above?
It's never a bad idea to cast a wide net with your marketing strategy, but working with a lab marketing firm can help your organization to decide on the right kind of marketing mix to bring you the best possible results from all of your communications, whether you're trying to close deals with large scale buyers or simply get the word out about your lab's latest development.
