Introduction to life science business intelligence
Life science vendors, whether well-established or just starting to commercialized, need a source of likely customers who they can market to. They come up with a commercial plan with the “ideal customer profile” laid out, whether an R&D scientist doing CRISPR-Cas9 genome engineering or a process engineer at a large pharmaceutical company looking for better analytical biochemistry equipment capability.
Of course they are also interested in customers who are already using their competitor’s products and sell to them. Or to discover who the Key Opinion Leaders are in their narrow marketplace vertical, whether AAV-based gene therapy drug development or the latest in single-cell proteomics.
A world of customer-specific data
BioIntelli is a Massachusetts-based firm in business for the past 15 years, with a database of continuously-updated data from a variety of public and licensed sources. One area is all around funding sources, whether from the US Government, ex-US governments, or non-profit entities, as well as from Venture Capitalists. Another area is publication databases (PubMed is the most obvious one, but also including others); research areas, collaborators and products and services mentioned in the Materials and Methods are also indexed. A third area is scientific conferences, where not only the names and affiliations of attendees are stored, but also poster abstracts and platform presentations. (It is important to note that this information, proprietary to each Society that sponsors these events, is properly obtained and licensed.)
On top of all this is NIH purchasing information, which cross-referenced to the grants supporting these purchases is another dimension to investigate, whether from a product usage perspective, or for a customer profiling one. In addition, important changes in spending patterns can be a valuable resource for product managers, who can get real-time data on what market segments are growing, and what products are selling.
Boolean search with wildcards
By using Boolean operators (“AND”, “OR” and “WITH”), along with a wildcard symbol (“%”) you can search BioIntelli in a specific research area with specific product names (in the case of your competitor, for example) to get a list of prospective customers by geography. In addition, you can then setup a macro to simply future searches.
For marketing professionals, you can perform finely detailed competitor trend analysis compared to your own market share. With up-to-date contact data your contacts are current. And having last year’s attendee list for a conference, you can directly market to your target offering to promote your presence at this year’s event, or even come up with a virtual campaign to drive traffic to your web presence, without needing to exhibit at that tradeshow entirely.
For inside sales professionals, find genuine contact information without having to use personal emails looked up manually over LinkedIn. Obtain extensive information about people, roles and function to do detailed account mapping, to enable a targeted outreach on an account-specific basis.
BioIntelli is worth checking out
If you don’t have a similar tool today, or are a current customer of MONOCL or SciLeads, BioIntelli is worth looking into. Send a note to David Hines for a complimentary demonstration.
If you’d like to read more about what improvements the 2.0 version has over the prior iteration, they recently published a press release here.
