Infographics

An illustration of a purple inverted triangle with rounded edges.

Here are some marketing frameworks that you can download. From the latest 2025 conference calendar to buyer journey metrics and lots of interesting downloadable content in between.

2026 Life Science conference calendar

Download our free conference and industry events calendar for 2026, conveniently colour coded by topic area.

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Segments vs Personas explained differences between market segments and personas. It features a comparison table with categories: What, Who, Why, When, Who's responsible, How, and Uses. Each category has descriptions for both segments and personas, highlighting their roles in marketing and customer understanding.

Segments vs Personas explained

Although often used interchangeably to define the characteristics of customers, the distinction between segments and personas is subtle but important. Segments help to understand who uses a product or service and for what purpose, while Personas help to understand the emotional and behavioural triggers behind individual customers within that market. Used together they can be very powerful!

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A detailed infographic illustrating the marketing stages of the life science product lifecycle, including the product adoption curve, customer attitudes, messages, and marketing tools for each stage from innovators to laggards, segmented into early market, mainstream market, and late market.

Marketing for each lifecycle stage

Understanding customer behaviour along the product adoption curve can help to guide marketing activities ensuring that they are best suited to each stage of the product life cycle.

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"The 10 Ps of Marketing" the key elements needed to promote a product or service successfully. It features a circular diagram with sections Who, Why, What, Price, Where, Positioning, Place, Promotion, Process, People and Partners, and Performance. Each section has descriptive texts explaining its role in marketing.

The 10Ps of marketing

The 10 Ps marketing mix explains the elements needed to promote a product or service successfully. It helps to answer the questions of who, why, what, where and how you will market your product or service

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A list titled '15 Questions to ensure marketing success' with checkmarks for each question. Questions include topics like target customers, sales targets, product positioning, customer journey mapping, marketing activities, content relevance, customer readiness, post-sales plans, learning frameworks, marketing ROI, progress measurement, and activity alignment.

15 questions to ensure marketing success

There are 15 critical questions that relate to each of the main stages in the marketing process. Companies that can give an affirmative answer to each of the questions perform significantly better than those that can’t.

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A life science content matrix infographic with stages of customer purchase journey including Awareness, Consideration, Decision, and Post sale. It features icons and categories like browsing, interested, researching options, evaluating products, shortlisting, voting, negotiating, and purchasing, used by life science marketers.

Life Science content matrix

The buying journey that scientists follow progresses through a defined set of stages and requires compelling content and appropriate channels at each stage to be effective. This infographic provides guidance for the types of content available to Life Science marketers at each stage of the customer purchase journey.

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Flowchart illustrating the essential elements of a successful marketing strategy, including customer insight, segmentation, persona, strategy, brand, objectives, campaign, message, and operations, with descriptions and directional arrows.

Marketing strategy

A marketing strategy is the overarching plan to achieve the goals of the business and includes creating the marketing plan and tactics to generate brand awareness, place product in front of prospects and ultimately drive sales.

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Diagram illustrating the role of marketing throughout the product lifecycle in life sciences, with stages from product concept to end of life, showing activities in purple for launching, pink for early market stages, blue for growth, mature, and decline phases, and a bell curve representing market penetration and extension, with a legend of specific tasks at each stage.

The role of marketing in the product lifecycle

A marketing strategy is the overarching plan to achieve the goals of the business and includes creating the marketing plan and tactic to generate brand awareness, place product in front of prospects and ultimately drive sales

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Infographic titled '5 ways to win in Life Science marketing today' with five numbered sections: 1. Know your customer, 2. Anticipate, 3. Create compelling content, 4. Referrals and reviews, 5. Be responsive. Each section contains icons and brief descriptions related to customer insight, foreseeing needs, content creation, reviews, and responsiveness.

5 ways to win in life science marketing

Life science marketing is increasingly competitive. Experience across the Life Science sector suggests that these 5 criteria are the most critical for delivering successful marketing

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A detailed infographic illustrating the customer buying journey metrics, segmented into top, middle, and bottom funnel stages, with a table of metrics and their definitions.

Setting targets and measuring performance at each stage of the customer buying journey helps to identify weaknesses in the funnel. There could be a lack of convincing content, poor qualification of leads, slow follow-up by sales etc. Knowing this allows you to make practical improvements to progress potential customers along the sales journey.

Customer buying journey - measuring success

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