Profile

Marina Hop

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Bio

What I really enjoy doing is helping Bioscience companies understand their customers more intimately to deliver marketing that increases their commercial success.

I’m fortunate to have a unique combination of business strategy and hands-on marketing experience gained from starting my own customer strategy and research company, setting up and running the consultancy division of a small business intelligence firm and launching new Life Science instruments for a leading Life Science company.

I’m expert in using customer insight to develop and launch new products including producing financial business cases and business plans. I have significant marketing and PR experience helping companies with brand development and designing and executing campaigns that increase lead generation.

My Contributions

1 to 8 of 8 total
Posted By Marina Hop Jul 20, 2017 12:57 PM
Found In Community: Marketing for Life Sciences Blogs
Three ways in which Life Science companies destroy brand value Companies invest heavily in establishing their brands yet there are 3 common ways in which they can destroy brand value, often without realising it. https://goo.gl/PLnKqy
Posted By Marina Hop Jun 14, 2017 7:13 AM
Found In Community: Marketing for Life Sciences Blogs
When you have a parity or commoditised product with little differentiation from competitors, you need a profound understanding of what frustrates customers and what matters to them most before looking for ways to differentiate what you are offering. It’s only through real customer insight into the ...
Posted By Marina Hop May 26, 2017 6:59 AM
Found In Community: Marketing for Life Sciences Blogs
The average marketing campaign for Life Science products achieves a lead to customer conversion rate of around 10–20% with similarly low conversion rates at each stage along the customer purchase journey. There is an enormous amount of attrition along the sales funnel. Sales are receiving insufficiently ...
Posted By Marina Hop May 25, 2017 5:55 AM
Found In Community: Marketing for Life Sciences Blogs
The barriers to technology adoption are frequently higher than marketers recognise especially when that new technology brings seemingly huge new capabilities. Marketers often don’t anticipate the level of inertia that needs to be overcome for customers to change to a new product. There are several ...
Posted By Marina Hop May 5, 2017 6:49 AM
Found In Community: LSN CENTRAL COMMUNITY Blogs
By only talking to our best customers we potentially miss segments of potential customers who we are currently not catering for and who might make up a significant proportion of the market. I’ll share an example; The product marketing team for an analytical instrument were seeing sales numbers stagnate ...
Posted By Marina Hop Apr 18, 2017 6:28 AM
Found In Community: Marketing for Life Sciences Blogs
It’s not uncommon for R&D to develop products and then “throw them over the fence” for marketing to promote. This is a particularly common problem in Life Science companies because they are often run by scientists and engineers who focus on the technical aspects of the product, leaving the customer as ...
Posted By Marina Hop Apr 5, 2017 6:09 AM
Found In Community: Marketing for Life Sciences Blogs
First published on Medium.com 3 April 2017 The landscape in which we as Life Science marketers are working is becoming more and more complex. The number of marketing tools available is increasing rapidly with no sign of slowing down. Below is a great infographic, produced each year by Scott Brinker ...
Posted By Marina Hop Apr 2, 2017 7:11 AM
Found In Community: Marketing for Life Sciences Blogs
The explosion in marketing content has contributed little to improving the quality of sales leads. The impact on Life Science organisations is particularly visible where overstretched marketing teams are struggling under the burden of content creation while facing increasing pressure to generate more ...