Dogs Drool, Cats Rule Pets are an important part of our lives. According to a recent study published by the American Pet Products Association, Americans spent an eye-watering $96B  on their pets in 2019. The majority ($37B) was spent on food and treats. Whether it's...

Genomic Testing in Food Safety Genomic testing of food products or environmental surfaces for food safety has been around for a number of years now. Whereas PCR-based tests still dominate as the standard for pathogen detection and identification, genomic testing (next...

The Importance of Key Opinion Leaders Life is all about connections. As much as we automate, standardize, and process our way into insularity and isolation in the name of efficiency, business still runs on people, relationships, and networking. Business is a matter of...

How do consolidation and integration impact marketing to food safety scientists? Like every other business segment in the world, the scientific products industry has grown and consolidated as it has matured. Innovation leads to commercialization, which leads to...

A Tale of Two Purposes When marketing analytical instruments to food safety scientists, decide which of two different purposes they fill for your audience: discovery or routine testing. In discovery, instruments are research tools, pushing boundaries to develop new...

Curious and Skeptical To understand how to market to food safety scientists, engage their curiosity and skepticism with results-based communication. By their very nature, scientists are both curious and skeptical. Their curiosity is what guided them to choose science...

The Food Safety Testing Persona Reflects the Industry The food safety testing market is unique. Because of the risks associated with food and the high conversion costs to switch out testing products due to investment and approvals, testing product vendors create...

Digital Natives vs. Digital Immigrants There have always been gaps between generations where mutual understanding breaks down.  Generational marketing  attempts to segment the audience by generation to better communicate along generational lines. This begs several...

It’s a Jungle Out There Out in the world, things are fragmented. Modern marketers have to deal with multiple issues like omnichannel advertising, technical issues, social and economic issues, and now, a pandemic.  One of the most important segments a marketer has to...

GTM Defined A go-to-market (GTM) strategy is the plan a company uses to bring a product to market. GTM strategies are typically developed as a collaborative effort between marketing, product management, and sales. Marketing is commonly tasked with implementation and...