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Updated: Apr 30, 2026

Generic Protocol for Optimization of Heterologous Protein Production Using Automated Microbioreactor Technology

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Published on: December 15, 2017

Practical strategies for marketing a core facility.

Austin Tagnani¹, Alexander Lovely², Adriana Nuñez¹

¹Miltenyi Biotec, San Diego, California, USA.

Journal of Microscopy

|April 29, 2026

Summary

Core facilities need better marketing strategies to improve sustainability and user engagement. This study offers a practical framework using business methods to enhance visibility and impact for shared research infrastructure.

Keywords:

core facility marketing strategies performance metrics shared research resource

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Area of Science:

Research Infrastructure Management
Scientific Communication Strategies

Background:

Core facilities are vital for scientific advancement, offering advanced instrumentation and expertise.
Many cores struggle with sustainability, visibility, and user engagement due to funding challenges.

Purpose of the Study:

To assess current marketing practices in core facilities.
To present a strategic marketing framework for improving core facility operations and impact.

Main Methods:

Survey of current marketing practices in core facilities.
Development of a practical framework integrating business methodologies (SWOT, SMART goals, Value Proposition) with core facility operations.

Main Results:

Current marketing methods are perceived as only slightly to moderately effective.
A strategic marketing approach can enhance scientific and community impact.

Conclusions:

Strategic marketing is essential for core facility sustainability and operational viability.
Implementing a clear, engaging marketing plan leverages staff strengths and institutional priorities.