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Social Media Marketing Challenges in the Biotech Industry

Direct Marketing Observations

I don’t see a lot of “how-to-do” social media marketing articles that focus on the biotechnology industry, and there’s probably a good reason for that. The social media challenges that exist in biotech are no different than they are in retail, tech, finance, or sports. It’s Always Going to be About Content.

Industry 146
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IBM SJ 45-4 | Ethnographic study of collaborative knowledge work

Buzz Marketing for Technology

According to Tom Davenport, a knowledge worker is “someone with high degrees of expertise, education or experience and the primary purpose of their jobs involves the creation, distribution, or application of knowledge.” 2 Examples of knowledge workers include managers, salespeople, nurses, doctors, lawyers, judges, and analysts.