Tech Transfer eNews Blog
University-Industry Engagement Advisor

Individual research labs developing web sites with a focus on attracting industry


By David Schwartz
Published: July 17th, 2013

The typical research lab’s website is not exactly a marketer’s dream. Along with the lab chief and researcher bios, you’re likely to see dense descriptions of scientific endeavors, a few press releases about the latest research paper, and photos of research in progress — not the stuff to attract hordes of page views and attention from “customers.”

The University of Nevada-Reno/Desert Research Institute Technology Transfer Office, however, is turning these often staid web pages into powerful marketing vehicles aimed at attracting industry partners and licensees – including a pipeline showing the progress of current projects.

“We basically saw the need for it,” says Dan Langford, manager of industry partnerships. “One of the first things [companies] do is look at research and the team involved, and if they look at these awful research lab pages with huge lists of publications and bad photos it doesn’t help,” he explains. “From the industry perspective, it’s not providing information they need.”

While most TTOs have become fairly marketing-savvy with their web sites, it’s rare to find marketing principles applied to individual research labs. But the new marketing approach, says Langford, was not something his office had to ask innovators to adopt. “We weren’t asking people to do it – they were wanting to,” he asserts. “In today’s economy, with dwindling federal funds, this is a leap these people need to make — and some of them realize it.” A detailed article on the web redesign effort appears in the June issue of Technology Transfer Tactics. To subscribe and access the full article, along with more than six years of archived case studies and success strategies for TTOs, CLICK HERE.

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