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Articles, Blog

Biotools Marketers – Got Marketing Bandwidth?

percepta

14th Sep, 2009

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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…

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Can Stimulus Dollars Sustain Biotools Growth?

percepta

3rd Sep, 2009

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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…

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Marketing Natural Selection or Directed Evolution?

percepta

21st Aug, 2009

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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…

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The Flux Capacitor: The Market Researcher’s Dream

percepta

14th Aug, 2009

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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…

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How Big a Piece of the Stimulus Pie Should Biotools Companies Expect?

percepta

9th Aug, 2009

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As a marketing consultancy that serves the research biotools industry, Percepta’s business is more or less directly linked to the market dynamics of life science research in general. These market dynamics can be – well … dynamic. For example, as noted in earlier posts, research funding is the engine that drives the research biotools industry and to a large…

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Is the Bio-tools Industry Recession Proof?

percepta

20th Jul, 2009

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Last October our little consultancy looked around and noticed things had begun to slow down a bit. New business wasn’t banging at the door and we had to face an unpleasant truth – we were not as immune to the economic downturn as we had hoped.

Percepta is a San Diego area marketing consultancy serving biological research tools suppliers. You…

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