If you are in the business of selling research products to life scientists then chances are good you have probably sent out promotional information or conducted market research using email. It is an efficient and cost effective way to reach lots of potential customers quickly. If you are using your customer lists to communicate new products or promote special…

There are times each year when our clients just need a little extra help to get things done. There are a lot of reasons that this is true – internal staffing shortfalls, impending strategic planning, management pressing project time lines, initiative de jour – you name it. This of course always causes stress for the marketing manager that needs…

We have all been so busy as the year (and the decade) draws to a close at Percepta that I have been pulled from these blog posts for the better part of two months. But that is a welcome sign that the biotools industry is alive and relatively healthy.

Considering all that we encounter in the industry as a marketing…

In a very definite way, quarterly reporting for public companies is a measure of how well they can execute their strategic business plans. If we assume that no serious company plans to fail, then when companies miss Wall Street’s expectations is it because they failed to plan? Hard to say because every company has its own reasons for the…

Percepta offers a lot of different marketing services besides market research, but market research seems to be a popular area of interest. We offer a series of segment specific market research reports that are popular (The Life Science Dashboards), but we also like to publish complimentary reports a few time a year for our colleagues in the industry. Recently…

We are far from the first or only ones to warn against marketing messaging packed with empty words drained of meaning (see Eric Karjaluoto). The marketing promises for “better” this or “faster” that are becoming all but invisible to the customer because they are like so many grains of sand on the beach, too difficult to tell apart.

It seems…

All of us at Percepta have cumulatively been involved in literally hundreds of biotools product launches in the course of our careers at various well known biotools companies. Some of these products were fabulous successes and others were fantastic flops. The flops failed for a variety of reasons but the successes all had one thing in common – they…

As everyone knows, the Great Recession or 2008 and 2009 has taken its toll on most industries and the biotools supply industry is no exception. However, there is real evidence that the light at the end of the tunnel is getting a bit brighter. Stimulus dollars from the American Recovery and Reinvestment Act of 2009 have finally started to…

There has certainly been a lot of content generated recently about the virtues of the “new marketing” and the focus on niche segments, consumer to consumer communication, and permission vs. interruption approaches. Is it a real revolution or a fad? The question we prefer is: what’s the difference? So let’s see what your average dictionary says about these terms.
Revolution…

At Percepta, our first point of contact is at times an overworked product manager blurting, “I need to field a survey on…insert topic here…and I need the data back by…insert excessively tight deadline here.” Our approach is generally to convince them to come down off of the ledge, take a deep breath, and provide us with the answers to…