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Unlock Your Company Potential: Challenger Brand Edition

February 16, 2021

Quick Tips

A challenger brand is defined as a company that’s neither the market leader nor a niche brand, but one individualized by their intention to expand beyond conventional resources and expectations. Challengers assess the market and create a product or service that fulfills the downfalls of the current leading brand. Ideally, every brand would be a challenger and seek to further progress their industry by improving on their predecessors.

Most life science organizations are ideal challenger brands because their mission entails enriching the lives of their audiences by progressing industry ideals. As science progresses, so does the demand for specialized products and services. At Samba Scientific, we recognize the difficulty in distinguishing a brand. Let us bring your brand to the forefront by emphasizing the unique strengths of your organization and services.

Challenger brand. Marketing and Media for Life Sciences Brands

Challenger Brand Characteristics/Criteria

Challenger brands are not synonymous with disruptive brands. Not to say that these brands aren’t customer-centric. Merely, disruptor brands excel on digital dissonance and exacerbated divergence from the main industry.

However, challenger brands and disruptive brands are close cousins in the sense that each can revolutionize the industry with their products and cultural philosophies. So, what exactly distinguishes a challenger brand?

1. A Median State of Being

Welcome to the middle. Here one enjoys the freedom of the youngest child with none of the extreme expectations of the eldest. Challenger brands are not underdogs but also not necessarily industry leaders. Their technology may be industry-revolutionizing, but they don’t have the associated recognition or growth yet. However, they have the experience and validity to achieve first place.

2. A Missionary State of Mind

Challengers are most often characterized by their limitless ambitions and their desire to create unity and improve conditions within their organization and without. The drive to improve the lives of their employees and clients begins by developing a fundamental belief or mission, to always want more and want better for everyone.

3. A Measureless State of Growth

Most often, challenger brands experience sustained and significant growth through their combined marketing actions and humanitarian/philanthropic philosophy. When discussing a company’s vision for the future, these brands never limit their success to making something merely good. Success will only be achieved when all parts and people are working towards a shared vision.

Building a Marketing Strategy Fit for a Challenger

Marketing insights can help distinguish biotech brands using trends in digital pharma, healthcare communications, marketing tech, and brand/consumer dynamics.

1. Audience Segmentation to Create a Custom Marketing Strategy

First, it’s important to identify the target audience, then, to further create a custom digital presence that aligns company values and products with audience agendas. Using in-depth market research, social listening, and actively collaborating with the company consumer-outreach and marketing teams, a targeted multimedia strategy can be developed. If this sounds a bit intense for the in-house marketing team, Samba Scientific can utilize our experience with inbound marketing, content creation, and web design, to exceed expectations and channel benchmarks.

2. Establishing a Measurable KPI Framework for Sustained Engagement

After launching a multimedia campaign, content performance is measured across all channels to maintain connectivity and customer engagement. Using a combination of third-party data analytics and continually developing mission values, the process is duplicated across all channels to further ROI optimization.

3. Using Scientific Expertise to Continually Refine the B2B and B2C Relationship

Samba Scientific was founded by molecular and cellular biologists with deep technical expertise and decades of industry sales and marketing experience. Allow that experience, in conjunction with precision automation, dynamic profiling, and evolving re-engagement strategies, to maximize results for an omnichannel marketing approach that delivers the product to the people who need it most. Contact us to get started.

Related Posts

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4 companies redefining pharma with living medicines
4 companies redefining pharma with living medicines

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Digital Marketing

Job Type: Full Time – Remote

Reports to: Team Lead – Sr. Digital Marketing Manager

Key Responsibilities include:

  • Follows company’s values, vision, and mission.
  • Reports weekly employee measurables/ KPI
  • Follows and complete tasks assigned in Asana or other project management tools.
  • Attends to companywide meetings on a weekly basis.
  • Manage the setup, measurement, and optimization for HubSpot and Marketo.
  • Develop Marketing strategies for clients and Samba.
  • Perform monthly site audits on all clients (including Google Analytics, HubSpot and site performance)
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  • Explore new ways to engage and new social networks to reach our target buyers.
  • Manage and build various email lists and campaigns, including the design templates, calls-to-action, and content used in email sends. Segment lists based on behaviors like past email engagement and website interactions (content downloads, site page visits, etc.).
  • Research and test partnerships with new vendors to expand our reach and/or lower cost-per-acquisition.
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  • Manage both on-site and off-site SEO for the company and clients.
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  • Monitors and reports to teammates on the performance of various marketing channels and campaigns.
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  • Utilize, optimize, and report on many components of the Google Suite: Google Analytics, Search Console, Tag Manager, Data Studio, Page Speed Insight.
Web Developer

Type: Full Time, Remote

Report to: Sr. Developer

Key Responsibilities:

  • Follows company’s values, vision, and mission.
  • Reports weekly employee measurables/ KPI
  • Follows and complete tasks assigned in Asana or other project management tools.
  • Attends to companywide meetings on a weekly basis.
  • Maintains constant communication with the team daily
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  • Code and implement WordPress sites from XD layout
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Technical Writer

Job Type: Full Time – Remote

Reports to: Operations Manager

Key Responsibilities include:

  • Follows company’s values, vision, and mission.
  • Reports weekly employee measurables/ KPI
  • Follows and complete tasks assigned in Asana or other project management tools.
  • Attends to companywide meetings on a weekly basis.
  • Determinate the clearest and most logical way to present information for greatest reader comprehension.
  • Generate innovative ideas for content and workflow solutions
  • Meet with subject matter experts to ensure specialized topics are appropriately addressed
  • Analyze information required for the development or update of policy, procedure, and form documentation.
  • Review and/ or copy Edith content developed by other members of the team
  • Research, write, edit and revise content that is both engaging and accessible to user personas with both non-technical and technical backgrounds
  • Maintain tracking in Asana to ensure deadlines are met and client deliverables and received on time.
  • Collaborate with the internal operations team like Web Developer, graphic designer and Digital Marketing Manager.
Graphic Designer

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Reports to: Sr. Graphic Designer

Key Responsibilities include:

  • Follows company’s values, vision, and mission.
  • Reports weekly employee measurables/ KPI
  • Follows and complete tasks assigned in Asana or other project management tools.
  • Attends to companywide meetings on a weekly basis
  • Collaborate, brainstorm, and strategize with multiple teams or clients for a wide range of materials that may include web pages, presentations, programming collateral, signage, internal communication, newsletters, and marketing materials
  • Translate strategic direction into high-quality design within an established brand identity
  • Develop concepts by hand or with software, and execute original content determining ideal usage of color, text, font style, imagery, and layout
  • Manage the design and uploading process of all project material, understanding best practices for using a content management system
  • Use trend intelligence and an understanding of the current and historical business and market to design and execute specific classifications
Project Manager

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Reports to: Sr. Project Manager / Account Manager

Key Responsibilities include:

  • Follows company’s values, vision, and mission.
  • Reports weekly employee measurables/ KPI
  • Follows and complete tasks assigned in Asana or other project management tools.
  • Attends to companywide meetings on a weekly basis.
  • Creating long – term and short=term plans, including setting targets for milestones and adhering to deadlines
  • Delegating task and creating task in Asana to Designer, Digital marketing, and Web developers
  • Making Effective decision when presented with multiple options for how to progress with the project
  • Serving as a point of contact for team when multiple units are assigned to the same project to ensure team actions remain in synergy
  • Communicating with Account Managers to keep the project aligned with their goals
  • Adjusting schedules and targets on the project as needs or hours work in Harvest for the project change.
  • Other tasks as assigned
Account Manager

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Report To: Director of Client Management

Key Responsibilities include:

  • Follows company’s values, vision, and mission.
  • Reports weekly employee measurables/ KPI
  • Follows and complete tasks assigned in Asana or other project management tools.
  • Attends to companywide meetings on a weekly basis.
  • Communicating with clients clearly and addressing their concerns and resolving any conflicts that arise.
  • Raising Client’s business concerns and needs to the company’s management
  • Negotiating and closing on project schedules and date lines with existing and new clients
  • Delivering sales pitch to prospective clients
  • Preparing and presenting business and account updates management and clients
  • Following up clients to ensure they are satisfied with the company’s services
  • Monitoring the budget of the clients on hours worked, explaining cost or expenditures, and discussing new terms if necessary
  • Contributing to information to sales strategies by assessing current product results, monitoring competitive services, assessing needs to be filled and analyzing costumer reactions