The life sciences industry — along with the rest of the world — has experienced a wild ride over the past year and a half due to the realities of the COVID-19 pandemic. On one hand, necessity has certainly proven to be the mother of invention and innovation. On the other hand, supply chain issues and the nuances of navigating remote and in-person work, trials, conversations, and more created shifts in time allocation and processes that continue to affect companies everywhere. All that said, there are plenty of promising opportunities on the horizon, and growth and innovation are on all of our minds.
Unlike the blanket of uncertainty that weighed on us all as we drafted marketing plans coming out of 2020, we are looking ahead here, at the end of 2021, with cautious optimism. As an industry, the “wait and see” days seem to be behind us, even if the pandemic isn’t quite yet. With that in mind, we recommend digging into your marketing plan for 2022 with passion and purpose. Here’s why you should get started now.
- Marketing planning clarifies intent and empowers team members to work within a known decision-making framework. Teams can maintain greater alignment when they work toward clearly outlined common goals.
- Marketing plans also set the scaffolding for measurable goals. With a clear plan, you can identify KPIs and constantly benchmark ROI. More importantly, measurable goals and constant benchmarking can foster a culture of accountability.
- Executing a viable plan will get you closer to your objectives while keeping you in line with your strategy and budget. Consistency and sustained effort can compound performance, whereas sporadic marketing tactics can fail to create traction.
- A robust plan gives you a blueprint to follow (or to reference) when uncertainty arises. When goals and objectives are defined, it’s easier to determine which tactics would support or detract from the marketing and positioning strategy.
- Marketing planning helps you make fast, strategic decisions when new opportunities (e.g., a new conference, a rise in demand) or threats (e.g., a new competitor, a pandemic) arise. The stronger your marketing strategy, the more flexible you can be.
If you’re ready to start planning, I recommend watching Lea’s tips on creating an effective marketing plan. After that, you can download SCORR’s 2022 Annual Planning Worksheet and reach out to us for planning or tactical support anytime.