Archive
Explore Phosworks’ archive with all our blog articles and news posts from previous years.
Blog posts
- Does creativity actually matter in B2B?Traditionally, B2B communication has followed a familiar formula: explain the product, prove the value, make the rational argument. Nothing necessarily wrong with that. The problem starts when rational becomes predictable. Similar claims. Similar visuals. Similar promises of innovation, expertise and partnership. And suddenly, playing it safe comes with a risk of its own: being invisible.It’s…
- Why good science is so hard to explainThe slide said: “The problem we’re solving.” The founder looked at it briefly. “Let’s move on to the science,” he said, clicking to the next slide. What followed was excellent science: proteins, signaling pathways and years of research condensed into a few minutes. It was clearly the part he knew best and wanted to talk…
- Can good marketing still be forgettable?Last year, we wrote about the sea of sameness: what happens when companies in the same category gradually start looking and sounding so alike that it becomes difficult to tell them apart. We followed that with a second article, From lab coat to brand voice, looking at why this is particularly common in life science…
- Why your marketing team is stuck in execution, and what it costs your businessWhat we keep seeing at Phosworks We spend a lot of time with B2B marketing teams.From the outside, everythings look active. Content goes out. The website gets updated. Social channels are alive.But from the inside, it often feels very different.The sales pipeline is not what is expected. Sales conversations vary depending on who you talk…
- Phosworks ASEAN Field Notes #2Why biotech and biopharma scale up strategies increasingly turn toward ASEAN On the ground in Southeast Asia Many biotech and biopharma companies eventually face the same question: Where do we scale manufacturing without increasing risk?Once a therapy moves toward commercial readiness, the conversation changes quickly. Scientific uncertainty starts to decline, but operational pressure rises. Phosworks…
- Phosworks ASEAN Field Notes #1 Why Nordic & European life science teams should look at ASEAN On the ground in Southeast Asia Phosworks is on the ground in Southeast Asia, with a working base in Hat Yai, Thailand. Over the coming weeks we will share short field notes about what ASEAN clusters can realistically offer different life science companies. These…
- How great design builds trust in complex B2B marketingDesign and trust in life science marketing are closely linked, especially in complex B2B buying environments. Well documented UX research from Nielsen Norman Group shows that B2B buyers rarely start by reading in depth. In usability studies, users scan pages first, looking for structure and relevance before deciding whether to invest time in reading. Jakob Nielsen’s…
- Communication health checkAs organisations grow, marketing communication must support more priorities, more stakeholders, and more pressure. Over time, even well-planned communication can lose focus and consistency without anyone intending it. The communication health check is a structured two-hour session designed to help leadership teams and marketing leaders step back and examine how their communication works today, seen…
- Marketing has one job. Why most B2B communication fails itMarketing has one job: To be remembered. To occupy a space in someone’s head so that when a decision moment arrives, your name is already there.So that when a decision moment arrives, your name is already there. If your marketing is ignored, nothing else matters. Your data can be accurate. Your message fully approved. Your…
- There is an AI for that. A Christmas story.It’s the same situation every year. The agency boss says: “We need to create a Christmas greeting for our clients. Don’t spend too much time on it, client work comes first.” And every year, the greeting ends up being… fine. This year, we decided to do it properly. We treated the Christmas greeting like a…
- Marketing that grows with the moleculeThis article continues our Bench to Bedside Marketing series. In the first part, we looked at why communication in life science must evolve with the science. Now we explore how a strong creative idea can connect those stages into one continuous story. In life science, every stage comes with a new story. Early on, it is about…
- What bench to bedside marketing really meansThere’s a long distance between a breakthrough in the lab and a treatment that changes someone’s life. And along that road, the story changes many times. Early on, it’s a conversation between scientists. Later, it’s about convincing investors, regulators, scientist, procurement, and eventually, patients. The same innovation, but a completely different language. That’s where bench…
- From lab coat to brand voice – how to stand out without losing trustOthers dared, why not you? Imagine if Klarna had looked like a traditional bank. Blue logo, marble columns, men in suits. Would they have been so successful? Probably not. So what made them successful? They dared to stand out. They painted finance pink. They spoke with humour. They made payments human. Watch one of their…
- Sea of sameness – why most life science brands look the sameWhen we embarked on the Venture Road California together with Venture Accelerated, the business climate was uncertain because political decisions made long-term, and even short-term, planning complicated. Going there was a bold move. But it was driven by an idea, a belief, and a wish to make something happen. The result? A success. Now translate…
- Making good ideas usableSome ideas are too important to be ignored.The LADNAAN method is one of them. Built on years of research, the LADNAAN method was developed to support newly arrived families navigating parenting in a new cultural context. It was designed for professionals working in integration and social care, people doing vital work, often with limited tools….
- Why You Should Prototype Before Building Your AppYou know that moment when someone sketches an idea on a napkin and everything suddenly makes sense? That is what a great prototype does. It connects the dots and brings clarity. Except, ideally, with a bit more structure and fewer coffee stains. At Phosworks, we often recommend starting with a prototype before diving into development….
- Luminous Minds – Phil Humber, ShimanoOur fourth guest This month our third guest is Phil Humber, Marketing & Digital Lead at Shimano A video series illuminating the art of marketing Have you ever wished you could go back to the start of your career and give your younger self some advice? Or wondered how others in the marketing world would…
- Luminous Minds – Helena Strigård, Ventures AcceleratedOur third guest This month our third guest is Helena Strigård, CEO of Ventures Accelerated. A video series illuminating the art of marketing Have you ever wished you could go back to the start of your career and give your younger self some advice? Or wondered how others in the marketing world would define themselves…
- Innovating under constraints: the secret to unlocking creativityLast week at Phosworks, we had the pleasure of hosting a breakfast seminar with Donnie Lygonis about innovation and being innovative. The session sparked an interesting debate: does true creativity thrive in complete freedom, or do limitations actually fuel innovation? For many creators, especially in agencies, the dream scenario is an open canvas, no rules,…
- Luminous Minds – Ville Engberg, VOTOOur second guest This month our second guest is Ville Engberg, Communications Manager at the foundation Voice of the Ocean. A video series illuminating the art of marketing Have you ever wished you could go back to the start of your career and give your younger self some advice? Or wondered how others in the…
- In celebration of corporate silos. A tribute to workplace isolation.Let’s take a moment to raise our coffee mugs in honor of one of the most celebrated but totally underappreciated pillars of modern business: the corporate silo. Inspired by the first episode of Luminous Minds, where Dodi Axelson, Head of Communications at Cytiva, shared the insight, “The best way to learn about your audience is…
- Luminous Minds – Dodi Axelson, CytivaA video series illuminating the art of marketing Have you ever wished you could go back to the start of your career and give your younger self some advice? Or wondered how others in the marketing world would define themselves as a brand? We’re excited to launch Luminous Minds, a fast-paced, inspiring interview series where…
- How do you make your brand seen and admired? Make it luminous.How come some people seem to “own the room” when they enter? Is it their bold outfit? Their voice or body language? Perhaps it’s the act of giving each person in the room a few seconds of attention. Something else? Most people will probably say it’s the person’s air of confidence. You need to be…
- Come on Barbie, let’s go viral – How did the Barbie movie marketing succeed?The Barbie movie marketing did more than succeed. It literally crashed the internet and influenced the whole world. By now, no one has escaped the color pink. We are all part of the Barbie movie, even if we’d rather watch Oppenheimer. It’s not just a Barbie movie anymore, we’re living in a Barbie world. So…
- AI in marketing – threat or opportunity?The debate about AI in marketing is more intense than ever. One could argue, that those who make a living creating advertising images, have reasons to feel concerned. Today, a simple descriptive text can produce an amazing image in a few minutes. On the other hand, perhaps they shouldn’t worry? Most of us struggle to…
- Hello, how can I help?How can a voice user interface improve our daily life? Since the launch of Siri and other similar services we are well acquainted with the simplicity in these services but will we ever get used to speaking to computers? Interactions with machines Regardless of smart fridges one could argue that any situation where our hands…
- Great communication saves livesWhen you spend your life in a 16th century royal castle like us, you get a historical perspective. One recent thought revolved around if things might have looked different if our current technology and means of communication was available during the Spanish flu, the deadliest pandemic to date, or the mediaeval Black Death? What if…
- Do you really need an agency to produce your videos?Regularly statistics come out stating that video will make 80 to 82% off all internet traffic by 2021 or 2022. Regardless of the year or the percentage, it is a huge number and one marketers can’t ignore. Statistics gathered by Google It gets even more interesting for us marketers when you read viewing habit statistics gathered…
- Data exchange made easyHow a clever endpoint tool enabled platform independent communication. Being a large company with thousands of products sold by a variety of partners around the world can certainly be challenging in several aspects. You likely have to handle a variety of business platforms, all with different requirements. To boost sales and push products on demand…
- The elephants that crossed the Alps or the difference between goal, strategy and tacticEven if many of the 2020 marketing plans have been scraped because of the pandemic we experienced a normal start of the year with many marketing briefs being sent for this year’s upcoming projects. Nothing unusual as the brief is the #1 working document between a client and its agency. Words that cause endless confusion…
- Rebranding – part 2, how a new logo is designedIn the second part of this article serie about the rebranding of Xspray pharma (part 1 here) Georgios Kritikos, the art director and designer, is taking me through the process of designing the new Xspray logo. Of the three interview sessions this one excites me the most as logo design feels like a mined field…
- Rebranding – part 1, from business analysis to visual identityHaving won it’s second award and been featured twice on the international design platform Behance for the rebranding of Xspray Pharma (https://xspraypharma.com) it was time for me to sit down with Georgios Kritikos, the art director and designer to understand what made the project such a success. Georgios, can you take me through the different…
- What developers do when they are boredWhat developers do when they are boredI know… this is not the coolest hardware project in the world 🙂 Or the mightiest of all challenges Phosworks will work on.I did it to learn Arduino and implement some basics of IoT (Internet of things).This is basically a remote control with only one big red button.Its purpose…
News
- Phosworks på Medicinteknikdagarna 2026Den 13–15 oktober finns Phosworks på plats i Örebro när Medicinteknikdagarna arrangeras för 23:e gången. Medicinteknikdagarna är en av Sveriges främsta mötesplatser för medicinsk teknik och samlar aktörer från sjukvård, forskning och industri. Årets tema är ”När AI möter medicinteknik”. Phosworks deltar som utställare, men vi finns också med i programmet. Armel Grimault från Phosworks föreläser…
- 9.0 in client satisfaction. And a clear signal of where we go nextWe are proud to share our results from the Excellence in Client Relations 2026 study, conducted by Avara Insights, formerly known as Årets Byrå. The study is the most comprehensive client and agency benchmark in the Nordics, now in its 26th consecutive year. This year, 11 of our clients took the time to share honest,…
- Spring salon brings art and life science together at Skeppsbron 10Today, Tuesday 28th. April, Phosworks and Ventures Accelerated host a spring salon at Skeppsbron 10 in Stockholm, bringing together the life science community for an evening shaped by art, our very own ”Vårsalong” For the occasion, the office transforms into a gallery featuring two artists based in Uppsala and Stockholm, Emma Jelk and Jullianne Jabol….
- Phosworks reopens office in StockholmAfter a few years without a Stockholm office, we now have an address again. You will find us at Skeppsbron 10, in Sjöfartshuset, together with our partner Ventures Accelerated. We closed our previous office during the pandemic, when remote work became the default. Now the need for physical meetings, workshops and sharper collaboration is clear…
- Publishing prize winner! TWICE!!Yesterday, Phosworks brought home two awards at this year’s Publishingpriset for the Uppsala University film “Fortsätt göra din grej” (Keep doing your thing). Not one, but two wins — including Gold in the category Brand films B2C. Lilla Publishingpriset For outstanding communication to a young audience: For an authentic story about a big decision in a young person’s life. Gold – Brand films B2C For a…