{"id":2569,"date":"2018-09-24T17:33:55","date_gmt":"2018-09-24T17:33:55","guid":{"rendered":"https:\/\/raisonbrandsdev.com\/?p=2569"},"modified":"2019-01-31T19:32:05","modified_gmt":"2019-01-31T19:32:05","slug":"commercialization-how-branding-can-increase-value-for-life-science-organizations","status":"publish","type":"post","link":"https:\/\/raisonbrandsdev.com\/commercialization-how-branding-can-increase-value-for-life-science-organizations\/","title":{"rendered":"Commercialization: How branding can increase value for life science organizations"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8rgz1-8d5f3c315f8bee3cd6cefcad75bb7fc9\">\n.flex_column.av-8rgz1-8d5f3c315f8bee3cd6cefcad75bb7fc9{\nborder-radius:0px 0px 0px 0px;\npadding:0px 9% 0px 9%;\n}\n<\/style>\n<div  class='flex_column av-8rgz1-8d5f3c315f8bee3cd6cefcad75bb7fc9 av_one_full  avia-builder-el-0  avia-builder-el-no-sibling  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-2238f9cde3cc2e6739040f7ddaa7036f\">\n#top .av-special-heading.av-av_heading-2238f9cde3cc2e6739040f7ddaa7036f{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-2238f9cde3cc2e6739040f7ddaa7036f .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-2238f9cde3cc2e6739040f7ddaa7036f .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-2238f9cde3cc2e6739040f7ddaa7036f av-special-heading-h1 blockquote modern-quote  avia-builder-el-1  el_before_av_hr  avia-builder-el-first '><h1 class='av-special-heading-tag'  itemprop=\"headline\"  >Commercialization: How branding can increase value for life science organizations<\/h1><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-joa6mk7h-6e7f097f5b4d6e82c1ce3b90bef4a6c7\">\n#top .hr.hr-invisible.av-joa6mk7h-6e7f097f5b4d6e82c1ce3b90bef4a6c7{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-joa6mk7h-6e7f097f5b4d6e82c1ce3b90bef4a6c7 hr-invisible  avia-builder-el-2  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-jn0ex9nb-255cd2003a6520b71517cc6e179af388 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>It\u2019s a long road from the lab to the market.<\/strong><\/p>\n<p>The life science industry remains increasingly competitive while shifting regulations further complicate growth. But at the core, there are simply more companies with innovative ideas and services than there are investors and buyers with dollars.<\/p>\n<p>For your innovation to equate to real economic value, it needs to stand out from a crowded field. That\u2019s why branding is critical to the future of life science organizations\u2014even if it hasn\u2019t been fully embraced throughout the industry.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jkiqh5c6-7c479a93cdd7feea5b7dfbb13f7ff409\">\n#top .hr.hr-invisible.av-jkiqh5c6-7c479a93cdd7feea5b7dfbb13f7ff409{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-jkiqh5c6-7c479a93cdd7feea5b7dfbb13f7ff409 hr-invisible  avia-builder-el-4  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-joa65xmm-e25568904d21261f01bdfa19efacd57f\">\n.avia-image-container.av-joa65xmm-e25568904d21261f01bdfa19efacd57f img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-joa65xmm-e25568904d21261f01bdfa19efacd57f .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-joa65xmm-e25568904d21261f01bdfa19efacd57f av-styling- avia-align-center  avia-builder-el-5  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-2573 avia-img-lazy-loading-not-2573 avia_image ' src=\"https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2019\/01\/Commercialization-Image-1.png\" alt='' title='Commercialization Image 1'  height=\"227\" width=\"800\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2019\/01\/Commercialization-Image-1.png 800w, https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2019\/01\/Commercialization-Image-1-300x85.png 300w, https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2019\/01\/Commercialization-Image-1-768x218.png 768w, https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2019\/01\/Commercialization-Image-1-705x200.png 705w, https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2019\/01\/Commercialization-Image-1-450x128.png 450w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-joa6mk7h-17dd6c5d2b36ca062b1f1d660e800af0\">\n#top .hr.hr-invisible.av-joa6mk7h-17dd6c5d2b36ca062b1f1d660e800af0{\nheight:40px;\n}\n<\/style>\n<div  class='hr av-joa6mk7h-17dd6c5d2b36ca062b1f1d660e800af0 hr-invisible  avia-builder-el-6  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-jn0ex9nb-255cd2003a6520b71517cc6e179af388 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h3><strong>Highly-educated, analytical people are still people<\/strong><\/h3>\n<p>Whether your audience consists of scientists, surgeons, or anything between, they need more than ideas and data\u2014they need a story. The purchasing decisions of all people are a complicated process, and logic does only so much to engage even the most logical audience members.<\/p>\n<p>A great brand combines the cerebral and emotive with a story\u2014the story of your organization. It shows the history, present and future of your value. And if your brand tells a great, succinct story, your audience will believe that you can make their story better, too. In this way, branding enables people to go beyond understanding what you do\u2014it makes them believe in your ability to do it for them.<\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-235e83-ff5b7ae05545e7437cfed3ea1deb4aad\">\n#top .hr.hr-invisible.av-235e83-ff5b7ae05545e7437cfed3ea1deb4aad{\nheight:40px;\n}\n<\/style>\n<div  class='hr av-235e83-ff5b7ae05545e7437cfed3ea1deb4aad hr-invisible  avia-builder-el-8  el_before_av_hr  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<h3><strong>Real value needs real communication<\/strong><\/h3>\n<p>There can certainly be tension between science and marketing. In broad terms, the former seeks to find the truth; the latter is used to convey an advantageous perspective on the truth. But if your story is true, and your value is real, the core science should be the heart of your brand\u2014the marketing is there to make it vividly and consistently expressed.<\/p>\n<p>And that\u2019s what a great brand does\u2014it establishes differentiation and illuminates unique value\u2014it doesn\u2019t create them.<\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-74q7v-ed62af67ebaba843014a3cb775fea984\">\n#top .hr.hr-invisible.av-74q7v-ed62af67ebaba843014a3cb775fea984{\nheight:40px;\n}\n<\/style>\n<div  class='hr av-74q7v-ed62af67ebaba843014a3cb775fea984 hr-invisible  avia-builder-el-9  el_after_av_hr  el_before_av_hr '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<h3><strong>Tactics need to be united by a strategy\u00a0<\/strong><\/h3>\n<p>Every organization has to adopt a variety of marketing tactics if they want to take market share from other players. This means everything from presentations to websites and white papers to printed materials.<\/p>\n<p>Branding unifies all of these communications; great branding creates perceptions that motivate engagement. If your value propositions, logos, theme lines and graphical support are clear, cohesive, and powerful, all of your promotional materials can have a much greater impact\u2014regardless of the channels of distribution and who receives them.<\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1su263-42104de382a275d02e7f518da708bc03\">\n#top .hr.hr-invisible.av-1su263-42104de382a275d02e7f518da708bc03{\nheight:40px;\n}\n<\/style>\n<div  class='hr av-1su263-42104de382a275d02e7f518da708bc03 hr-invisible  avia-builder-el-10  el_after_av_hr  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jnkj0ajr-2b353d99819ec345f887c27276ce1932\">\n.avia-image-container.av-jnkj0ajr-2b353d99819ec345f887c27276ce1932 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-jnkj0ajr-2b353d99819ec345f887c27276ce1932 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-jnkj0ajr-2b353d99819ec345f887c27276ce1932 av-styling- av-hover-grow avia-align-center  avia-builder-el-11  el_after_av_textblock  el_before_av_textblock '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-686 avia-img-lazy-loading-not-686 avia_image ' src=\"https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2018\/10\/Key-takeaways-divider-1000px.jpg\" alt='' title='Key-takeaways-divider-1000px'  height=\"106\" width=\"1000\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2018\/10\/Key-takeaways-divider-1000px.jpg 1000w, https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2018\/10\/Key-takeaways-divider-1000px-300x32.jpg 300w, https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2018\/10\/Key-takeaways-divider-1000px-768x81.jpg 768w, https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2018\/10\/Key-takeaways-divider-1000px-705x75.jpg 705w, https:\/\/raisonbrandsdev.com\/wp-content\/uploads\/2018\/10\/Key-takeaways-divider-1000px-450x48.jpg 450w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-jn0ex9nb-255cd2003a6520b71517cc6e179af388 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h3>Key Takeaways<\/h3>\n<\/div><\/section><br \/>\n<div  class='avia-icon-list-container av-jrjhb2sd-ecf2d62ea4d3da5c8aa2f05b28132067  avia-builder-el-13  el_after_av_textblock  avia-builder-el-last '><ul class='avia-icon-list avia_animate_when_almost_visible avia-icon-list-left av-iconlist-big av-jrjhb2sd-ecf2d62ea4d3da5c8aa2f05b28132067 avia-iconlist-animate'>\n<li><div class='iconlist_icon av-597m15-9f8a38fb3f5fc51fbeb579879f0975a1 avia-font-entypo-fontello'><span class='iconlist-char' aria-hidden='true' data-av_icon='\ue80b' data-av_iconfont='entypo-fontello'><\/span><\/div><article class=\"article-icon-entry av-iconlist-empty\"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class=\"iconlist_content_wrap\"><header class=\"entry-content-header\"><h4 class='av_iconlist_title iconlist_title  '  itemprop=\"headline\" >If you want to be seen in a competitive field, you need to stand out<\/h4><\/header><div class='iconlist_content '  itemprop=\"text\" ><\/div><\/div><footer class=\"entry-footer\"><\/footer><\/article><div class=\"iconlist-timeline\"><\/div><\/li>\n<li><div class='iconlist_icon av-3lf1qx-abe78ea2a151674eee764694a8f071bf avia-font-entypo-fontello'><span class='iconlist-char' aria-hidden='true' data-av_icon='\ue84f' data-av_iconfont='entypo-fontello'><\/span><\/div><article class=\"article-icon-entry av-iconlist-empty\"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class=\"iconlist_content_wrap\"><header class=\"entry-content-header\"><h4 class='av_iconlist_title iconlist_title  '  itemprop=\"headline\" >Regardless of audience, your brand should tell your organization\u2019s story<\/h4><\/header><div class='iconlist_content '  itemprop=\"text\" ><\/div><\/div><footer class=\"entry-footer\"><\/footer><\/article><div class=\"iconlist-timeline\"><\/div><\/li>\n<li><div class='iconlist_icon av-av_iconlist_item-2ae70cf4298132a347a532aedfc9c96d avia-font-entypo-fontello'><span class='iconlist-char' aria-hidden='true' data-av_icon='' data-av_iconfont='entypo-fontello'><\/span><\/div><article class=\"article-icon-entry av-iconlist-empty\"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class=\"iconlist_content_wrap\"><header class=\"entry-content-header\"><h4 class='av_iconlist_title iconlist_title  '  itemprop=\"headline\" >Branding enhances all communications and motivates engagement<\/h4><\/header><div class='iconlist_content '  itemprop=\"text\" ><\/div><\/div><footer class=\"entry-footer\"><\/footer><\/article><div class=\"iconlist-timeline\"><\/div><\/li>\n<\/ul><\/div><\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>If you want scientific innovation to create economic success, take a cue from the business world.<\/p>\n","protected":false},"author":1,"featured_media":2574,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15,16,26],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/posts\/2569"}],"collection":[{"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/comments?post=2569"}],"version-history":[{"count":4,"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/posts\/2569\/revisions"}],"predecessor-version":[{"id":2576,"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/posts\/2569\/revisions\/2576"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/media\/2574"}],"wp:attachment":[{"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/media?parent=2569"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/categories?post=2569"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/raisonbrandsdev.com\/wp-json\/wp\/v2\/tags?post=2569"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}