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Articles, Blog

What Will Be The Next Big Thing?

percepta

30th Aug, 2010

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What will be the next big thing to drive growth in the bio-tools industry? Will it be epigenetics? Gene regulation is now a focus of many drug development programs within the pharmaceutical industry. The past five years have seen the genesis of many new companies dedicating their focus to products and services tailored to monitoring gene regulation by methylation,…

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Branding: Defense Against Bio-tools Commoditization

percepta

31st Jul, 2010

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We hear all the time that elements of traditional molecular biology reagent portfolios have become increasingly commoditized. Dictionary.com defines commodity as “any bulk good traded in an exchange…”. By that people generally mean that the reagent is not differentiated by anything other than price. One bag of tips or tubes is the same as the next so why pay…

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It’s Not What or Who You Know – It’s Who Knows You?

percepta

23rd May, 2010

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We see it over and over again. Large bio-tools companies are often cited in surveys by market research participants as the suppliers of research products that they don’t even sell. What is this telling us? The cynical might think it means researchers are just clicking on buttons to get to the end of the survey – and we know…

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The 10 Second MBA

percepta

31st Mar, 2010

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Did you realize recently that the 1st quarter is over and you have not hit the revenue target? If so, do you know why the company missed the number? If you don’t know – is that your problem? Is it someone else’ problem?

What is the plan? Is it panic time or do you know the next steps? Does your…

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eMail Lists vs. eFail Lists – Do You Know the Difference?

percepta

22nd Feb, 2010

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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…

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Biotools Marketing 101: When Hiring Consultants Hire Experience First

percepta

6th Jan, 2010

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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…

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A Short List of Needs, Wants, and Desires for 2010

percepta

31st Dec, 2009

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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…

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Failing to Plan Can Look a Lot Like Planning to Fail

percepta

3rd Nov, 2009

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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…

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I Want You – To Tell Us What You Want

percepta

21st Oct, 2009

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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…

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Fibs, Damn Fibs and Marketing – 5 Simple Rules to Keep It Real

percepta

29th Sep, 2009

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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…

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