6 Digital Marketing Tools for Life Science Companies

6 Digital Marketing Tools for Life Science Companies

With a crowd of social media platforms to master and so many digital marketing tools available, it’s not easy to determine which resources will work best for you and your company. As we discussed previously, social media is an important tool for life science companies. Maintaining an effective presence on leading social media platforms can connect your company to key opinion leaders, such as advocacy groups. Other aspects of digital marketing are also essential. For example, email marketing can increase investor attention for your company and a company blog can raise your credibility. But if digital marketing is new to you, deciding which tools make sense for your company’s needs might be overwhelming.

In this article, we list some of the tools we love at LaVoieHealthScience that are also great for newcomers to digital marketing. Whether your goal is to create stunning graphics for Twitter or get a handle on hashtags, we have you covered.

  1. Canva

A simple graphic posted to social media can make for a nice break from plain text. Luckily, you don’t need to be a professional designer to create engaging visual content for your social channels.

Canva is one of the best free tools available for designing impactful graphics. Although a paid membership to Canva will allot you additional features, you can still do great work with a free account. The site provides free templates to meet all your design needs. You can customize each template, using unique fonts, shapes, vector images and much more. Looking to design a graphic for Instagram? Canva has plenty of templates to guide your journey. On Canva, you can also design infographics – a useful feature for life science companies. 

2. Evernote

Sometimes you need help organizing your thoughts, especially when your goal is content creation. Evernote is a free notetaking app that can be used on your computer, smartphone and tablet. Are you tired of haphazardly scribbling on sticky notes or in a notebook every time you have an idea? If you answered yes, Evernote is the tool for you. Rather than having to worry about misplacing handwritten notes, Evernote is a way to sync your ideas in one digital location. Whether you’re on the train or in the office, record ideas for your next blog post using Evernote.  

  1. Google Alerts

If you find yourself often missing new mentions of your company or product, Google Alerts is the perfect tool for you to implement. This is also a powerful tool for helping you find relevant content to share on social media.

With Google Alerts, you can input any search term (or phrase) and receive an email notification whenever there is a new result. This tool is free, helpful and easy-to-use—a must for any digital marketer. Additionally, you can customize how often new results are sent to you, how many results you receive and what type of results you want to be notified about.

  1. Hashtagify

Not all hashtags are created equal, but how do you determine which hashtags to use? Hashtagify is a tool designed to make that question easier for you.

Hashtagify offers a free option as well as a paid service that comes with a few extra features. But the free version should offer you enough insight. All you need to do is search a hashtag on the site to retrieve data on that hashtag’s popularity and trend history. If you’re not sure whether #RareDiseaseDay, #RDD19 or using both hashtags is more impactful, Hashtagify can help.

  1. Hemingway App

When it comes to writing copy for an online audience, sometimes less is more. The Hemingway App is a free site that helps writers cut down on lengthy or confusing text. To use this tool, paste your writing into the site and receive feedback on its readability. If you tend to overuse adverbs or passive voice, the Hemingway App can help break your writing habits.

  1. Hootsuite

One of the most recognizable tools on this list, Hootsuite is a social media management platform that can be used with many social media networks, including Facebook, Twitter, YouTube, LinkedIn, Instagram and Pinterest. A versatile platform, Hootsuite is useful for scheduling posts, tracking analytics, social media monitoring, curating content and more. If you would like to test Hootsuite out, you can get started with the free version. For a life science company, Hootsuite can be an invaluable tool for monitoring industry trends and news.

Team Feature: Sharon Choe – Senior VP, Investor Relations & Business Development

Team Feature: Sharon Choe – Senior VP, Investor Relations & Business Development

Earlier this month, LaVoieHealthScience (LHS) announced the addition of Sharon Choe to our team. Sharon, who joined us from The Ruth Group in New York City, now serves as Senior Vice President, Investor Relations & Business Development with LHS. Sharon’s hiring marks a step forward for LHS into the NYC financial market. As an agency, we can now say that we have a firm presence on Wall Street, thanks to Sharon’s expertise and familiarity with the NYC market.

While Sharon offers a wealth of experience and financial knowledge, she is also a fascinating person with a vibrant, charismatic personality. To celebrate Sharon joining LHS, we reached out to her with questions about her career story, passions and more.

Get to know Sharon as a Manhattan native, Northeastern University grad, and innovative IR professional by reading our Q&A with her below.


LHS Pulse: What’s your favorite thing about working and living in New York City?

Sharon Choe: I would have to say that it’s the vibrancy and fast-paced energy of the city or as my fellow New Yorkers would say, “Welcome to NYC. Get out of the way!” Being born and raised in the hardcore projects of Manhattan until I went off to college at Northeastern University, my childhood was fast-forwarded to learning how to appreciate my meals with a plastic spoon vs. a silver spoon. To this day, I credit my humble beginnings for molding me into the tough city chick who realized at an early age, thanks to my very wise mom, that I had to rely on just one person to get ahead in the world – myself.

I wholeheartedly credit the competitive spirit of NYC for instilling in me the drive and motivation to forge ahead in the Old Boys Club of Wall Street. Step by step, I climbed the corporate ladder in my Jimmy Choo stilettos (which I had to work an entire week to afford so I could add 4 more inches to my teeny 5-foot frame). From a sales assistant 30 years ago to a Senior Vice-President and proud member of the award-winning team at LaVoieHealthScience today, Jay-Z and Alicia Keys sang it best: “Concrete jungle where dreams are made of / There’s nothin’ you can’t do / Now you’re in New York…”

At the end of the day, as a native born and bred Manhattanite, my heart truly belongs to NYC. As my caption goes for one of my favorite photos, “I love you Big Apple, so put a ring on it!”

LHS: And, since it’s only fair, what’s your favorite thing about Boston?

SC: That’s easy… Team LaVoieHealthScience! But, as a Northeastern alumna, I will always cherish my fondest memories of my five years in Boston so it’s impossible to name just one favorite thing about the city. My very long list goes on and on from the warm people with their “wicked” Bostonian accents, to my favorite neighborhood go-tos including the shops and oysters at Faneuil Hall, the historical walk along the Freedom Trail, the duck pond in the Boston Public Garden, top-rated restaurants on Newbury Street, amazing Italian meals in the North End, invigorating runs along the Charles River and the cultural fix at the Museum of Fine Arts.

LHS: What are your favorite things to do, outside of work?

SC: Running, running and… running. Yes, I am a crazy runner. As a member of the New York Road Runners Club, I thrive on getting my runner’s high on a regular basis and the best part? It’s free and legal! My biggest passion is running in support of charities near and dear to my heart including: the NYC Marathon for Team Up with Autism Speaks, the American Association for Cancer Research’s Rock n’ Roll Philadelphia Half Marathon, Memorial Sloan Kettering’s Fred Lebow Half Marathon, Grete’s Great Gallop Half Marathon for Cancer and many more.

Hiking is also a favorite of mine but sometimes, if I attempt a challenging trail, I have found myself out on a limb literally.

Aside from running, I am a fan of musicals so if I’m home on my sofa resting my legs from a shin splint (pun intended), you can find me on any given day as a Couch Choe-tato binge-watching any and every musical including “The Greatest Showman,” “Les Misérables,” “La La Land,” “Grease,” “Jersey Boys,” “The Sound Of Music,” “Mamma Mia,” etc.

I also love my friends aka “The Biotech Mafia” as most of us are closely tied within the same Wall Street/investor relations/biotech industry so I often coordinate “Times to Get Happy Hours” for catch-up cocktails.

LHS: How did you know you wanted to have a career in investor relations?

SC: I knew the day I made my entry into the wonderful world of biotech investor relations after the infamous 2008 Wall Street crash when half of my fellow Wall Streeters and I had to re-invent ourselves. The founders of LifeSci Advisors reached out to me then regarding a role for investor outreach. However, my passion for investor relations did not truly ignite until I joined The Ruth Group in a business development role. It was then that I embraced my networking skills and prior experience as a buyside investor to support and build my track record of bringing prospective client companies on board who needed IR and/or PR services. 

I found it extremely rewarding to help fulfill the needs of companies seeking investor and/or public relations services. I enjoyed working to boost their visibility to both the investment and scientific communities in order to support development of their proprietary products.

LHS: As a former biotech analyst on Wall Street, what informs your approach to investor relations and business development?

SC: The biotech and pharmaceutical sectors are the hottest areas in investment right now, as there will always be a need for proprietary, therapeutic and curative drugs for so many untreated diseases.

I find biotech-focused daily online publications crucial to staying on top of companies in need of IR and/or PR support. These publications include Fierce BiotechBioWorld Today, BioPharm Catalyst, BioSpace as well as others.

Sell-side analysts and bankers are also key to maintaining a valuable stream of communications on IPOs, M&A activities, investor outreach, etc.

LHS: What about your new role with LaVoieHealthScience is the most exciting to you?

SC: To me, the most exciting part of my new role is taking the initiative to combine the best of both worlds by expanding the award-winning IR/PR platform of Team LHS, based in the biotech hub of Boston, and building and expanding a dedicated IR team in NYC, the financial capital of the world. It is a perfect equation for a win-win. 

Finally, I would like to express that I feel extremely blessed to have been given this opportunity of a lifetime by our remarkable and highly respected President & CEO Donna LaVoie who embodies the essence of intelligence, success, grace and elegance. I could not ask for a better role model.

Communicating Effectively and Persuasively to Mixed Stakeholder Audiences

Communicating Effectively and Persuasively to Mixed Stakeholder Audiences

In most industries – and especially when dealing with health and science innovation – it’s critical for communicators to reach an array of stakeholders: investors, business partners, consumers, regulatory agencies, the media and advocacy groups. Whether a company is privately-held or public, building branding and messaging that resonates across all stakeholder audiences is essential.

On August 2nd, LaVoieHealthScience (LHS) explored these issues when our founder and CEO, Donna LaVoie, moderated a panel discussion at The Writing for PR and Corporate Communications Conference, presented by Ragan Communications and held at McDermott Will & Emery’s Boston office. The heavy-hitting panel included Sharon Correia, VP, Integrated Communications, LHS, Matt Osborne, VP, IR and Corporate Communications, Voyager Therapeutics, Inc., and Stella Lin, senior healthcare marketing leader, formerly with Sanofi Genzyme.  These communications experts discussed the importance of differentiating and prioritizing stakeholder audiences, balancing messaging to address individual stakeholder needs, mapping out a communications plan with aligned messages, and persuading management to think more broadly – and strategically – across the audience mix.

Key panel takeaways:

Sharon Correia explained how stakeholder prioritization and messaging alignment is core to LHS’ approach to strategic communications. Starting with a proprietary methodology called LHS Immersion®, Sharon explained how, “we work with internal and external client stakeholders to help establish the groundwork for key messages…then we take each message pillar and stratify those against the audiences they are trying to influence, creating topline and secondary messages.” The goal is to establish clear, differentiated positioning pegged to each stakeholder audience and ensure messaging alignment across all channels. Once a messaging strategy is developed, it’s pulled through to overarching themes for story development, news flow, paid, earned, shared and owned (PESO) content distribution, thought leadership and social campaigns.

Matt Osborne of Voyager Therapeutics further broke down the importance of effective, targeted communication to key stakeholders. “You could be a $500B company or a $500M market cap company….60% of your stock price is usually based on the product you have, how you’re competing in the marketplace, another 20% of stock price is due to things beyond your control, but the remainder is absolutely in the control of corporate communications or IR: It’s what you say, how you say it, and when you say it. Companies that do that really well, capture that 20% of value all the time.”

Matt believes the key to effective messaging is to “understand all the functional stakeholder groups, understand who you’re speaking to, simplify the messages and get agreement for those messages.” He went on to discuss how his communications team develops simple, concise statements that apply to all audiences and that everyone internally can agree on. “Sometimes it’s not until you boil messaging down into two or three simple statements that people all agree…and if it’s not clear internally it won’t be clear or resonate externally.”

 

On the same thread, Stella Lin emphasized how important messaging alignment is during a fire drill situation, coming down to two simple ideas: commonality and preparation. “When you’re in a crisis, trying to get the communications out, [you] have so little time to try and align…start with the commonality – we all want to do disease awareness, right? Start there, whether you’re a doctor or a patient or communications professional.” As a best practice, Stella would meet regularly with different departments and share the market research and stakeholder feedback she was receiving to make sure everyone was on the same page. Further, when Stella looked at her positioning and messaging the first step was to decide what she was trying to communicate – what type of news, is there a call to action – and who her consumers are. Scientific information and complicated concepts need to be transformed into easy-to understand messages if the audience includes more than health care professionals. In healthcare, her consumers could be essentially anyone. Patients, patient caregivers, families, patient organizations, even the general public — all need to be taken into consideration when messages are being formed. Having a team that is aligned and prepared can help make that process easier.

 

Public Speaking Strategies for the CEO

Learn and practice the most effective public speaking techniques, and let your authenticity and passion for the company shine through your speeches.

public-speaking

Successful leaders and inspiring business executives, particularly chief executive officers, must be expert public speakers, letting their authenticity and passion for their company shine through. Although many people feel that effective public speakers are born with a gift, the art of public speaking is a learned skill, not something that comes naturally. Fortunately, anyone can become a better public speaker by learning and polishing the best practices discussed below.


For more information, download the LHS White Paper. Complete the form below and hit “Next”.

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If you follow these recommendations, we are confident that you will effectively communicate your key messages to engage your key stockholders and achieve your goals. We at <a href=”https://lavoiehealthscience.com”>LaVoieHealthScience</a> are ready to work with you to make you a better presenter if you want to engage experts to craft your message, train your spokespeople and set expectations.