Situation: The CEO wants to improve the performance of her life sciences company. She has questions about the business plan and roles within the company. She is also looking for better ways to connect with current and potential customers. How do you boost the performance of a life sciences company?

Advice from the CEOs:

• Assess both your own role and the company to ensure that there is good alignment between the business plan and the roles within the company.
• Be strategic after assessing the company’s needs and situation. Too often companies jump to tactical considerations because they are action oriented. To be effective, tactics must align with the broader company strategy.
• Build a foundation based on value and compliment this with effective models to communicate and leverage this value base.
• Think outside the box. Consider options to use or increase the effectiveness of social networking. This has growing dramatically in importance as a way to reach and communicate with key current and potential constituencies.
• Perception is important. Be aware of what others think of the company and work creatively to present the company in a light that will support objectives.
• The visual cortex represents 75% of sensory awareness. Leverage this on web sites and in marketing campaigns.

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