Which companies and individuals do you actually need to reach, and how does that shape your marketing, business development, and communication?
Most life sciences companies are perfectly capable of explaining what they do. It’s often much harder to determine exactly which companies to target, who matters within those companies, and what actually catches their attention.
During this workshop hosted by the Life Science Marketing Community, Nick Veringmeier of JPP will help you solve that problem based on your own company, market, and commercial goals.
About the workshop
We’ll start with a brief introduction to defining target audiences within the life sciences. We’ll look at how markets can be segmented based on factors such as company type, size, stage of development, therapeutic area, geography, and commercial needs. We’ll also discuss the difference between selecting the right companies and identifying the individuals involved in a purchase, partnership, or licensing decision.
Then let’s get started.
The exercises are based on your own business situation. During the workshop, you’ll go through a practical series of steps and leave with:
A well-defined target market
Divide your market into relevant segments and determine which ones are worth focusing on.
One or more clear target audience profiles (ICPs)
Define the type of company you want to reach, including factors such as business type, size, stage of development, therapeutic area, geography, and anticipated commercial need.
A stakeholder map
Identify the people involved in the purchasing, partnership, or licensing decision, and find out what matters to each of them.
A list of actual target companies
Turn your target audience profile into an initial, actionable list of accounts that you can use for business development or marketing.
A more targeted message for that audience
Test whether your current value proposition makes sense to the people you want to reach, and adjust it as needed.
A practical way to reach them
Determine which channels make the most sense, from direct outreach and LinkedIn to events, partnerships, content, and campaigns.
Throughout the session, we also use LLMs as practical tools to accelerate research, segmentation, account discovery, stakeholder analysis, and message development. The goal is not to automate the thinking process, but to use these tools to get useful commercial work done more quickly.
Bring a real-world challenge, target market, prospect list, campaign, or business idea. By the end of the workshop, you’ll have something you can actually put to use, rather than just a theoretical framework to revisit later.
During the session, two to three commercial experts from the life sciences industry will be on hand to evaluate your work, test your assumptions, share examples, and help you take the next steps. The exercises can be adapted for biotech and pharmaceutical buyers/developers, CROs, CDMOs, technology companies, consultants, and other service providers in the life sciences sector.
About the Life Science Marketing Community
The workshop is a collaboration between PLNT, Leiden Bio Science Park, and JPP Life Sciences Marketing & BD, and brings together the local life sciences network, an entrepreneurial work environment, and hands-on commercial experience from across the sector.
And the value isn’t just in what you build during the session. You’ll also work side by side with other professionals in marketing, business development, and communications who are facing similar business challenges. Compare approaches, share what works, and meet peers from Leiden’s life sciences community while you’re working.
